When a visitor lands on your website, your About Page is one of the first places they’ll look when deciding whether to work with you. It’s where they’ll learn who you are, what you stand for, and why you’re the perfect person to help them.

But here’s the thing—many About Pages are missing the mark.

If you’re working to scale your business and want to increase your revenue - every element of your website matters.

Especially your About Page.

Let’s talk about the 5 most common mistakes people make on their About Pages—and, more importantly, how to fix them.

1. MAKING IT ALL ABOUT YOU!

This might seem counterintuitive, but your About Page shouldn’t be just about you.

Yes, it’s important to share your story, but the primary focus should be on your audience. If your About Page reads like an autobiography, you’re missing a huge opportunity to connect with your clients and show them how you can help them.

How to Fix It: Start with your audience’s pain points. What challenges are they facing? Why did they come to your website in the first place? Use this opportunity to show them you understand their struggles and that you’re here to help.

By doing this, you’re immediately making your About Page about them, not just about you.

2. YOU’RE TOO VAGUE

Your audience wants specifics.

Generic statements like “I’m passionate about helping people” or “I have experience in the industry” aren’t going to cut it.

If your About Page is full of vague language, your visitors won’t have a clear understanding of what you do or how you can help them.

Fix It: Use specific examples and concrete language to show exactly what you do and how you’ve helped others. The more specific you are, the more confident your audience will feel in your ability to deliver results.

3. NO CLEAR CALL-TO-ACTION

An About Page without a Call-to-Action (CTA) is a missed opportunity.

You’ve done all the work of connecting with your audience, building trust, and showcasing your expertise—don’t leave them hanging. If there’s no clear next step, your visitors may leave your site without taking any action.

Fix It: Always include a strong, clear CTA at the end of your About Page. Whether you want them to book a call, sign up for your newsletter, or check out your services, make it easy for them to take the next step.

Guide your audience toward action—don’t leave them guessing.

4. OVERLOADING WITH IRRELEVANT INFORMATION

It’s tempting to include every detail about your background, qualifications, and personal story, but too much irrelevant information can overwhelm your audience. While it’s great to be thorough, your About Page should be concise and focused on what matters most to your clients.

Fix It: Keep your About Page client-centric and focused on the details that are most relevant to your audience. Ask yourself, “Does this information help build trust? Does it show my audience how I can solve their problem?” If the answer is no, leave it out. For example, rather than including a long list of every job you’ve ever had, focus on the roles or experiences that are most relevant to your audience’s needs.

5. SKIPPING THE PERSONAL STORY

While it’s important not to overload your About Page with irrelevant details, you also don’t want to make it too dry or robotic. Your audience wants to know the person behind the brand, and a personal story is one of the best ways to build trust and make a connection.

Fix It: Share a personal story that’s relevant to your audience and shows how your experience has prepared you to help them. This helps build an emotional connection and makes you more relatable.

Your personal story gives your audience a reason to trust you and shows that you understand their journey because you’ve been through it yourself.

Avoiding these common mistakes and making the right adjustments can turn your About Page into a powerful tool that builds trust, connects with your audience, and drives conversions.

Whether you’re writing website copy, sales emails, or launch copy for your programs, your About Page plays a critical role in setting the stage for success. Make sure it’s working just as hard as the rest of your site to help you scale your business.

If you don’t have the time, the bandwidth, or the skills to write an exceptional About Page, don’t hesitate to reach out to me!

Let's chat! It can be a challenge to write your own story because you’re in it! Partnering with a conversion copywriter is the best and fastest way to get your story written so that it’s real, authentic, and compelling.

I offer a 30-minute Complimentary Copy Consultation!  Don’t hesitate to reach out, schedule a time to chat, and discuss whether or not you’re ready to invest in high-converting copy for your business.

To Your Success,

Gina, your “Go-to” Expert Conversion Copywriter