By Jessica Tavares
They’re not reading it, they’re scanning for trust
Nobody sits down and reads your About page like a novel. What they actually do is land there, scan for three things (are these real people, have they been around a while, do they seem competent), and decide in about five seconds whether to keep considering you or move on.
That means every word on this page has to earn its spot. Here’s the thing, most About pages are stuffed with filler that answers questions nobody asked: your mission statement, your founding story told in the third person, a paragraph about “our commitment to excellence” that could belong to literally any company on earth.
What the scanner is actually looking for
A real photo. Not stock, not a logo, a real human face. Years of experience stated plainly. Something specific about what you actually do, not a vague umbrella statement. Proof you’re local if local matters to your business (and for a service company in Broward County, it absolutely does).
Write it in first person
Third person (“the team at XYZ is committed to…”) reads as if nobody specific is behind it. First person (“I started this company because…”) reads as a real person standing behind their work. For a small business, that’s the entire trust signal.
The cortadito test
Weak About page copy is gas-station coffee: it technically exists, but nobody trusts it. A real About page should feel like someone handed you a cortadito and started telling you how they got here, no script, just the honest version.
Want an About page that actually builds trust in five seconds? That’s what our web design service writes and designs.
