The Biggest Mistake People Make on Their Website About Page (And How to Fix It)

What belongs in your about page on website?

One of the most common mistakes we see when reviewing websites at We Grow the Co has nothing to do with design, colors, or SEO.

It’s the About Me page.

Ironically, the page meant to build trust often ends up pushing potential customers away. Not because business owners are doing anything wrong intentionally, but because they misunderstand what an About page is actually supposed to do.

Here’s the truth:

Your About page isn’t really about you.

And once you understand why, your website becomes dramatically more effective.

Why Most About Pages Don’t Work

When business owners sit down to write their About section, they usually start here:

• Where they were born

• Their childhood story

• Every career step they’ve taken

• Personal hobbies

• Long timelines of accomplishments

While those details may be meaningful, they often answer questions visitors aren’t asking yet.

Your website visitor didn’t land on your About page thinking: "I wonder if this person always dreamed of being a business owner since they were a kid"

They’re thinking:

• Can this person help me?

• Do they understand my problem?

• Can I trust them?

• Are they the right fit?

If your About page focuses only on your personal history, visitors struggle to connect your story to their needs.

Think of Your About Page Like a Job Interview

The easiest way to understand an effective About page is to think about a job interview.

When an interviewer says: "Tell me about yourself"

They’re not asking for your life story.

They’re asking:

“Tell me about yourself in a way that shows why you’re the right person for this role.”

You naturally tailor your answer.

You highlight relevant experience. You connect your background to the company’s needs. You demonstrate how you solve problems.

Your website About page works the exact same way.

It should position you as the guide who helps your customer succeed.

What Visitors Actually Want From Your About Page

A strong About page answers three silent questions:

1. Do you understand my problem?

Visitors want reassurance that you’ve worked with people like them before.

2. Can I trust you?

Credibility matters — experience, results, and values build confidence.

3. Why should I choose you?

Your story should demonstrate empathy and expertise.

Notice something important:

Your story still matters.

It just needs to be framed through the lens of how it helps your customer.

The Right Balance: Personal vs. Professional

Here’s where many business owners get stuck.

They hear “don’t make it personal” and assume personality should disappear.

That’s not true.

Personal details are powerful when they reinforce trust or relatability.

For example:

✅ Why you started your business

✅ A challenge that shaped your expertise

✅ Values that guide your work

✅ Your passion for helping clients succeed

What doesn’t help?

❌ Unrelated life timelines

❌ Oversharing personal details

❌ Long autobiographies

❌ Information disconnected from your services

Your About page should feel human but purposeful.

How We Grow the Co Helps Businesses Tell Better Stories

At We Grow the Co, we help businesses move beyond websites that simply describe who they are. We help them communicate why they matter to their customers. Because the most effective websites don’t just share information. They tell a story that helps visitors see themselves succeeding with your help. And when your About page shifts from autobiography to connection, something powerful happens:

Visitors stop browsing and start reaching out.

Ready to Rewrite Your About Page?

If your About page feels too personal, too long, or disconnected from your business goals, you’re not alone. A few strategic changes can transform it from background information into one of the most persuasive pages on your website.

At We Grow the Co, we design storytelling-driven websites that help businesses connect, build trust, and grow.

Schedule a consultation today and let’s turn your website into a story your customers want to be part of: wegrowthe.co/lets-grow