Most About pages are wasted real estate. They are a founder bio, a list of degrees, a paragraph about a childhood passion, and a stock photo of the team laughing at a laptop. Visitors leave knowing more about you and less about whether they should hire you.
On the surface, an About page looks like the place where you finally get to talk about yourself. The truth is the opposite. By the time someone clicks "About," they are not curious about your biography. They are checking whether you are safe to trust with their money, their brand, and their time.
That is a sales moment. Most About pages waste it.
The About page is your second sales page
By the time a visitor reaches your About page, the home page has done its job. They are interested. They are now looking for a reason to keep going — or a reason to leave.
This is the highest-intent page on your site after pricing. Treat it that way. Every paragraph should answer a question a serious prospect is silently asking: are these people real, are they good, do they think clearly, will I be embarrassed if I hire them.
A bio does not answer any of those.
Nobody cares where you went to school
Your education, your former employers, your decade in the industry — none of it is as persuasive as you think. Credentials work for jobs. They do not work for clients.
Clients are not hiring your resume. They are hiring your judgement. They want to know how you think about their problem, not how you got qualified to think about anything in general.
The shortest path to trust is not "look at my history." It is "look at how I see the world."
Your story is not the point — your client's is
Founders love to tell the origin story. The bootstrap years. The pivot. The lesson learned the hard way. It feels meaningful because it is meaningful — to you.
To a prospect, your story is only useful when it tells them something about how you will treat their project. Skip the chronology. Keep the parts that reveal your standards, your taste, and your refusals. Cut everything else.
If a sentence on your About page is not earning the reader's trust, it is taking up space that could.
Show your worldview, not your CV
Strong About pages read like a manifesto with a face attached. They take a position. They tell the reader what you believe about your craft, your industry, and the way good work gets done.
This is the opposite of safe. A clear worldview will repel the wrong-fit clients — which is exactly the point. The clients you want are the ones who read your position and quietly think, "finally."
Generic About pages attract generic projects. Specific worldviews attract specific buyers.
Name what you refuse to do
Nothing builds trust faster than a clearly drawn line. The projects you will not take. The clients you do not work with. The shortcuts you refuse to ship.
This sounds like turning business away. In practice, it does the opposite. A studio that knows what it is not is a studio that knows what it is. Buyers can feel the difference inside two sentences.
Refusal is a signal of confidence. Confidence is a signal of competence.
Show how you work, not just who you are
The second-most-valuable thing on an About page, after a clear worldview, is a short, honest description of how you actually run a project. Not a list of services. The shape of the engagement.
How a first conversation goes. How decisions get made. What you expect from the client. What they can expect from you. How long things usually take, and what tends to go wrong.
Process language calms nervous buyers. Nervous buyers do not sign contracts.
End the page like a sales page, not a memoir
Most About pages trail off into a team photo. The best ones end the way the home page ended — with a single, confident next step.
The reader has now spent two or three minutes inside your worldview. They either feel a click of recognition or they do not. If they do, do not make them hunt for the contact link. Hand it to them in one short line.
What this means for you
If your About page is mostly biography, it is not working as hard as it should. Rewrite it as a second sales page — worldview, refusals, process, and a clear next step — and treat the bio as a small footnote at the end.
If you would like a second pair of eyes on yours, tell me about your business and I will reply within 24 hours.