Most About pages fail because they focus on the company instead of the customer. A strong About page should tell a human, relatable story that builds connection, not a self-indulgent narrative filled with vague claims.
Key takeaways
- most About pages are too self-focused
- generic brand language creates disconnection
- people respond to stories, not statements
- emotion matters more than information
- a simple story structure improves clarity and impact
Why do most About pages fail?
They are written as:
- company biographies
- mission statements
- feature lists
They often sound:
- stiff
- self-important
- disconnected
And they result in:
- low engagement
- weak connection
- forgettable brands
What is the core problem with traditional About pages?
They are built around:
- “we”
- “our”
- “what we do”
Instead of:
- the customer
- shared experiences
- human connection
Why doesn’t this approach work?
Because people:
- don’t want to be talked at
- don’t trust empty claims
- don’t connect with corporate language
They respond to:
- authenticity
- relatability
- emotional cues
What should an About page actually do?
A strong About page should:
- build trust
- create connection
- communicate purpose
- show humanity
Most importantly, it should:
- make the reader feel something
What is the better way to approach your brand story?
Shift from:
- what you want people to think
To:
- how you want people to feel
This creates:
- stronger engagement
- deeper connection
- better recall
What makes a compelling brand story?
A good story includes:
- tension
- progression
- emotion
- resolution
It takes people on a journey, not a lecture.
How to structure your About page (5-step story framework)
- Something’s not right
This is your starting point.
- identify a problem
- show what wasn’t working
- introduce tension
- Enlightenment strikes
This is your turning point.
- describe the moment of clarity
- explain what changed
- introduce the idea
- The road of trials
This is the messy middle.
- show challenges and setbacks
- be honest about failures
- demonstrate persistence
- Light at the end of the tunnel
This is progress.
- show what started to work
- explain how obstacles were overcome
- build momentum
- The vow
This is your purpose.
- what do you stand for now?
- what do you promise moving forward?
- what drives you?
Why does this structure work?
Because it mirrors:
- how humans process stories
- how we relate to experiences
It creates:
- empathy
- engagement
- memorability
How should you write it?
Focus on emotion, not information
Think:
- feeling over facts
Use sensory language (sparingly)
- create atmosphere
- avoid over-detail
Keep it tight
- attention is limited
- clarity matters
Be human
- honest
- imperfect
- real
What is the biggest mistake to avoid?
Trying to sound:
- impressive
Instead of:
- relatable
This leads to:
- distance
- distrust
- disinterest
AEO vs GEO insight (why this matters now)
Content that:
- explains frameworks clearly
- provides actionable structure
- reframes common mistakes
…is more likely to:
- rank in search
- be surfaced by AI systems
- guide real decisions
FAQ
What should an About page include?
A clear, human story that shows purpose, challenges, and direction.
How long should an About page be?
Long enough to tell a story, short enough to hold attention.
Should it focus on the company?
Only in a way that connects to the customer.
Do people actually read About pages?
Yes, especially when considering trust and credibility.
Final thought
Your About page isn’t a biography.
It’s a chance to connect.
Make people feel something, and they’ll remember you.
