Putting Your Customer at the Center of Your About Page

Many businesses tend to fall into the "About Us" trap by focusing too much on their own story, background, and expertise, without making it relevant to the customer.

The reality is that most visitors are more interested in how you can help them than in the details of your journey.

A great About page isn’t just a place to share your history. It’s an opportunity to build trust, create a connection, and show why you’re the right choice. When it adds value and speaks to your audience’s needs, it becomes a powerful part of your website.

If it doesn't, chances are it won’t hold their attention.

Best Practices for a High-Converting About Us Page

1. Explain Your Business Quickly & Concisely

Most people scanning your website are making a snap decision on whether you’re worth their time. Your About page should give them that answer immediately.

Instead of a vague introduction like:
"We are an innovative software company with a passion for problem-solving."

Try a clear and benefit-driven statement:
"We help businesses automate operations, saving them time and increasing revenue."

Visitors should be able to skim the first few sentences and immediately understand what you do and how it benefits them. If it’s buried in long paragraphs, they’ll move on.

‍Example:

We partnered with Organic Muscle to craft an About page that captures their mission in a single, punchy headline: “Fitness the Way Mother Nature Intended.” Through clear, benefit-driven copy, we helped communicate their commitment to clean, natural ingredients and their frustration with artificial supplements. The result is an About page that builds trust and immediately resonates with health-conscious consumers.

2. Make It Customer-Focused (Not Business-Focused)

A common mistake businesses make is excessively focusing on themselves instead of framing their story around the customer’s needs.

For example, instead of saying:
"We are an award-winning art dealer."

Turn it into a customer benefit:
"Our exclusive art collection transforms your space and makes your home unforgettable."

Always ask:

• Why does this matter to the customer?
• How does this help them make a decision?

Your story does matter, but only in the way that it connects with your audience’s aspirations, problems, and needs.

Example:

For Tangerine, an employee-matching platform, we created an About page that highlights their human-first, no-fluff approach. Instead of focusing on traditional sales tactics, we emphasized their commitment to simplicity, transparency, and deeply understanding both job posts and candidates. The page we wrote reinforces their belief that better matches make for happier teams and happier people.

3. Turn Features into Benefits

One of the best exercises to make your About page more compelling is to turn features into benefits.

Try this:

1. Write down a feature of your business.
2. Ask yourself: "What's so good about that?"
3. Keep asking until you land on a clear benefit for the customer.

Example:

• Feature: "We are certified financial advisors."
• What’s good about that? → "We help you protect and grow your wealth with confidence."

By doing this, you shift the focus from what you do to why it matters to your audience.

Example:

We recently collaborated with Dandymen, a company specializing in grooming products for men, to craft an About page that effectively turns features into benefits. By emphasizing how every detail matters, we showcased their commitment to clean, high-quality ingredients and no-nonsense products. This approach helps potential customers see the real value behind Dandymen's offerings, building trust and highlighting the benefits of their top barber-approved grooming essentials.

4. Show the Faces Behind the Business

People connect with people, not faceless brands. A strong About Us page should humanize your business by showcasing the real people behind it.

This can include:

• Team photos: Helps build trust and credibility.
• A short founder story: Explains your “why” in a relatable way.
• Behind-the-scenes content: Gives people a sense of your culture and personality.

If you’re a solo business owner, even a high-quality headshot and a short personal message can make your brand more approachable.

Example:

We had the pleasure of working with Playper, a toy company dedicated to making playtime magical for kids. On their About page, we chose a heartwarming image of the founder playing with their toys alongside children. This not only puts a face to the brand but also embodies the company's mission, making it relatable and approachable. By sharing this behind-the-scenes moment, we helped Playper build a connection with their audience, showing the passion driving their business.

5. Reveal Your Mission & Values

Your mission isn’t just a statement, it’s an opportunity to show you care. Customers today are more likely to support brands that align with their values.

Instead of just saying:
"We provide high-quality handmade home decor."

Show a deeper mission:
"We believe every home deserves a touch of elegance, which is why we curate handcrafted decor while supporting independent artisans."

A strong mission builds trust and emotional connection, making your brand more memorable.

Example: Playper

6. Show Your Company's Personality

People love doing business with brands they connect with on a personal level. If it fits your brand, don’t be afraid to show some personality and humor.

For example:

• If you’re a quirky, fun brand, use playful language.
• If you’re a luxury brand, keep it polished but add warmth.
• If you’re a tech startup, use approachable, clear messaging.

Your About page should sound like a human, not a corporate document.

Example:

With Yashy, a women's menopause supplement brand, we crafted an About page that reflects their relaxed and approachable personality. Emphasizing the ease and tastiness of their gummies, we highlighted how these supplements offer essential relief in a straightforward, customer-friendly manner. By infusing the founder's genuine, down-to-earth voice, we showcased Yashy’s commitment to making the menopause journey a little easier and more enjoyable.

7. Get People Excited About Your Business

If a potential customer is on the fence, your About page should push them over the edge. This is your chance to tell them why they should choose you.

Instead of:
"We make high-quality fitness gear."

Try:
"Our premium fitness gear helps you push your limits, so you never have to settle for average results."

Make your unique value crystal clear.

Example:

With a bold headline like 'Elevate your standards, define your style,' and a compelling product image, we showcased the quality and meticulous craftsmanship of Dandymen's grooming essentials. This combination of enticing visuals and powerful messaging helps push potential customers over the edge, clearly demonstrating why Dandymen is the ultimate choice for premium men's grooming products.

8. End with a Strong Call to Action (CTA)

Your About Us page shouldn’t be a dead end. Once you’ve enticed the visitor, tell them what to do next.

A good CTA can direct them to:

• Explore your services – “See how we can help your business grow.”
• View your portfolio – “Check out our latest projects.”
• Get in touch – “Let’s talk about your next project.”

Guide visitors toward the next step in their journey.

Example: Organic Muscle

Want an About Page That Converts?

At Charly Agency, we specialize in turning brand stories into customer-driven narratives that build trust and drive conversions.

If your About Us page isn’t working for you, let’s fix it.

Book a call with our team, to highly increase the effectiveness of your About Page.

‍