The One Page on Your Website Nobody Reads (But Should)

Go look at your analytics. It is almost certainly in your top 10 most visited pages. It might even be top 5.

And I would bet good money that right now it says something like 'Founded in 2015, we are a passionate team dedicated to delivering excellence.' Which tells me nothing. Absolutely nothing.

I do not know who you are. I do not know why you do what you do. And I definitely do not trust you yet.

Here is why the About page matters. People check it when they are deciding whether to buy from you. They have seen your homepage.

They are interested. Now they want to know if you are real. If you are trustworthy.

If you are the kind of people they want to give their money to. And you are giving them a paragraph that could have been written by a robot. In 2019.

With a stock photo of people in a meeting room who definitely do not work for you. Your About page should sound like you. It should tell your story.

Not your company's founding date. Your actual story. Why you started.

What went wrong. What you learned. What you believe in.

People buy from people they like. Give them a reason to like you. Ours talks about how I started this business while caring for my mum.

Because that is the truth. And the truth is more interesting than 'delivering excellence' has ever been. Go read your About page out loud.

If you cringe, rewrite it. Or let us do it. We are quite good at that bit.