Nobody reads your About page

01Why people leave by the second paragraph

Visitors don't read web pages. They scan, looking for one thing: is this for me? Most company copy answers a different question: who are we? The reader didn't ask that, so they leave.

Three habits make it worse:

1. Starting with history. The year you were founded matters to you. To a visitor, it's a speed bump before the point.
2. Words that could be anyone's. "Passionate", "innovative", "solutions", "excellence", "customer-centric". Your competitors use the same ones. If a word fits every company, it describes none.
3. No proof. Claims without evidence read like ads, and readers skip ads.

02What an About page is actually for

People who click "About" have a specific worry. They're checking whether they can trust you. Answer that worry, in this order:

1. Who you help, and with what. One sentence. "We write web copy and emails for B2B software companies."
2. Why you. What do you do that others don't? Be concrete: a method, a specialism, a promise you keep.
3. Proof. Real clients, real work, real people. Names, links and faces, as long as you have permission to use them.
4. The humans. Who will they actually work with? A photo and two honest lines each beat a page of values.
5. What to do next. One clear next step.

03Before and after

The second version tells you who they're for, what they fix, and why you'd call them. It took fewer words, too.

04A test for every sentence

Read each sentence and ask: would my competitor's About page say the same thing? If yes, rewrite it until only you could say it. If you can't, cut it.

05The short version

• Visitors scan your About page to decide whether to trust you.
• Cut history openers and words every company uses.
• Lead with who you help, why you, proof and the real people. Then one next step.

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