Why Your About Page Should Be About Your Customer

The page that talks about the wrong person

Open almost any small business About page and you’ll find the same thing: a wall of “we.” We were founded in 2015. We are passionate about quality. We believe in service. We, we, we. It reads like a monologue at a party from someone who never asks you a single question. And the customer reading it is quietly thinking the thing every customer thinks — okay, but what about me?

That’s the mistake this post fixes. Your About page shouldn’t actually be about you, at least not primarily. The best About pages are about the customer — their problem, their hopes, their decision — with your story woven in as the reason you’re the one to trust. Your About page should be about your customer, and that single reframe changes everything about how it performs.

Why customers read the About page at all

First, understand why people visit your About page, because it’s not idle curiosity. They’re there to answer one question: can I trust these people with my problem? The About page is a trust checkpoint. The customer is close to deciding, and they want to know who’s behind the business and whether they’re in good hands.

This is well-documented in UX research. The Nielsen Norman Group’s research on About Us pages found that users actively seek out this information to evaluate credibility — and that pages full of vague self-praise fail them, while pages that clearly convey who the company is and what it does for people build trust. The customer isn’t reading to admire you. They’re reading to decide about themselves.

The reframe: their story, with you in it

The shift is from “here’s our story” to “here’s your story, and here’s why we’re the right ones to help with it.” Same facts about your business, completely different framing. Instead of leading with when you were founded, lead with the problem your customer has and the fact that you understand it deeply. Then your experience, your story, your credentials become the evidence that you can solve their problem — not a monologue, but proof.

This connects to the whole idea of brand voice — speaking to the customer, in their language, about their concerns. The About page is where voice and customer-focus meet most visibly. It’s also a place where real photography does enormous trust work — real faces answer “who’s behind this?” instantly.

What a customer-focused About page includes

The elements that make an About page work for the customer:

• Open with their problem, not your founding date. Show immediately that you understand what they’re dealing with. “If you’re here, you’re probably tired of contractors who don’t call back…” beats “Founded in 2015…”
• Your story as proof, not autobiography. Your experience and background, framed as why you’re qualified to solve their specific problem. Relevant, not exhaustive.
• Real faces. Photos of the actual people. The customer wants to see who they’d be working with. This is the single biggest trust element on the page.
• What it’s like to work with you. The experience the customer can expect — your process, your standards, what makes working with you different. They’re trying to picture it; help them.
• Proof and credibility. Reviews, results, credentials, local roots — the evidence that backs up everything else. Trust signals belong here.
• A clear next step. The customer who trusts you after reading needs an obvious way to act. Don’t make the About page a dead end.

The “we” test

Here’s a simple, brutal test for your current About page. Count how many sentences start with or center on “we,” “our,” or “us” versus how many speak to “you” and “your.” If it’s mostly “we,” your About page is a monologue. The fix is to flip the balance — reframe the “we” statements into what they mean for the customer.

Take “We use premium materials.” Reframe: “You get materials built to last, so you’re not redoing this in three years.” Same fact, but now it’s about the customer’s benefit, not your process. Run that reframe on every “we” sentence and the page transforms from a brochure about you into a conversation with them.

The mistakes that kill About pages

• All history, no relevance. The customer doesn’t care about your 2015 founding unless it tells them something about why you’ll solve their problem well.
• Vague self-praise. “We’re passionate about quality and committed to excellence” says nothing and could be anyone. Specifics beat adjectives.
• Stock photos of fake teams. Nothing destroys About-page trust faster than obviously-stock “team” photos. Real or nothing.
• No clear next step. The customer finishes reading, now trusts you, and… finds no obvious way to act. Wasted trust.
• Hiding the page. Some businesses bury the About page. It’s a top-visited, high-trust page — make it easy to find.

Rewrite yours this week

The practical exercise:

1. Run the “we” test on your current page. Count the balance.
2. Rewrite the opening to lead with the customer’s problem, not your founding.
3. Reframe every “we” statement into a “here’s what that means for you.”
4. Add real faces if they’re not there.
5. End with a clear next step.

An hour of work transforms the page from a monologue into the trust-builder it’s supposed to be. Read it out loud when you’re done — if it sounds like you talking at someone instead of to them, keep going.

Final Thoughts

Your About page is a trust checkpoint, and customers read it to decide about themselves, not to admire you. The best About pages lead with the customer’s problem, frame your story as proof you can solve it, show real faces, and point to a clear next step. The “we” monologue fails because it answers a question the customer never asked.

Run the “we” test on yours this week and flip the balance toward “you.” It’s an hour of work that turns your most-visited trust page from a brochure about you into a conversation with the person you’re trying to win.