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The “About Us” Page Audit: Are You telling Your Story or Theirs?

Hessam Alemian
calendar_today 2025-12-28
The "About Us" Page Audit: Are You telling Your Story or Theirs?

Your “About Us” page is probably the most ignored part of your website, but it is actually your secret weapon.

Most people think this page is a place to list awards and boring history.

In reality, your “About Us” page should be a bridge between you and your reader.

It is not just about who you are. It is about why you matter to the person reading the screen.

The Big Mistake: The “I” Trap

Have you ever met someone at a party who only talks about themselves?

They tell you where they went to school, what they ate for lunch, and how great they are.

You probably wanted to escape that conversation as fast as possible.

Many websites do the exact same thing. They use words like “we,” “our,” and “us” in every single sentence.

If your page is just a digital resume, you are missing a huge opportunity to connect.

The “So What?” Factor

Every time you write a sentence about your business, ask yourself: “So what?”

If you say, “We have been in business since 1995,” the reader thinks, “So what?”

You need to finish the thought for them.

Try this instead: “We have been in business since 1995, which means you can trust us to handle your toughest problems.”

Now, the story is about the reader’s safety and trust.

Essential About Us Page Tips for Success

If you want to fix your page today, follow these simple about us page tips to make it shine.

  • Focus on the Benefit: Tell the reader how your story helps them achieve their goals.
  • Use Real Photos: People trust faces, not stock photos of people in suits shaking hands.
  • Keep it Simple: Avoid “corporate speak” or “jargon” that sounds like a textbook.
  • Show Your Personality: If your brand is funny, be funny! If it is serious, be professional but warm.

The Simple Audit: How to Check Your Story

It is time to look at your current page with fresh eyes.

Open your website and count how many times you use the word “you” versus the word “we.”

If you see “we” ten times and “you” only once, your page is out of balance.

Your goal is to make the reader the hero of the story.

You are just the guide who helps the hero win the day.

Why Visuals Matter More Than Words

A wall of text is a scary sight for most readers, especially English learners.

Break up your story with images that show your behind-the-scenes process.

Show your team drinking coffee, working on a project, or even having a laugh.

This makes your brand feel human and approachable.

Pro Tip: Write your “About Us” page as if you are talking to one specific friend. This makes your tone feel natural and helps you avoid sounding like a boring robot.

Learning from the Best: Brand Stories

Think about a brand like Patagonia. Their story isn’t just about selling jackets.

Their story is about saving the planet. When you buy from them, you feel like you are part of that mission.

Or look at Mailchimp. They use a friendly monkey and simple language to make email marketing feel less scary.

These brands succeed because they tell a story that the customer wants to join.

The Structure of a Great Page

Not sure how to organize your thoughts? Use this simple table to plan your sections.

Section Goal
The Hook Grab attention with a bold statement about the reader’s problem.
The Mission Explain why you do what you do in one simple sentence.
The Evidence Show (don’t just tell) your success with a few key facts.
The Call to Action Tell the reader exactly what to do next.

Don’t Forget the “Call to Action”

After someone reads your story and feels inspired, what should they do?

Don’t let them just close the tab!

Give them a clear next step. Maybe it is “Check out our shop” or “Sign up for our newsletter.”

A great story should always lead to a new beginning.

Keep it Fresh

Your story will change as your business or blog grows.

Make it a habit to audit your page every six months.

Update your photos, refresh your goals, and make sure you are still talking to your audience.

A “living” page is much more interesting than a “frozen” one.

The Conclusion

Your “About Us” page is the heart of your website. By shifting the focus from yourself to your readers, you build a connection that lasts.

Is your “About Us” page telling your story, or is it telling your customer’s story?

Frequently Asked Questions

How long should an About Us page be?

There is no perfect length, but aim for 300 to 500 words. It should be long enough to build trust but short enough to keep the reader interested. Use short paragraphs to make it easy to read on mobile phones.

Should I use a professional photo or a casual one?

It depends on your brand “vibe.” If you are a lawyer, stay professional. If you are a travel blogger, a casual photo in a cool location is much better. The most important thing is that the photo looks high-quality and friendly.

What is the most important part of an About Us page?

The most important part is the “Value Proposition.” This is a fancy way of saying: “What is in it for the reader?” Clearly explain how your experience or skills will solve the reader’s specific problems.

Can I use humor on my About Us page?

Yes! Humor is a great way to show personality and make your brand memorable. Just make sure the humor fits your audience. If your readers are looking for serious medical advice, jokes might not be the best idea.

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Hessam Alemian

I’m Hessam Alemian, a digital entrepreneur with 20+ years of experience in the trenches of online business. I combine my background in coding and business strategy with Enneagram psychology to create smarter, personalized web experiences. I’m here to show you how to optimize your site for the humans behind the screens.

Discussion

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  • Jamal • 2025-12-29

    Is there a specific word count ratio you recommend for ‘You’ vs ‘We’ on this page? I want to make sure my team has a measurable guideline to follow during the rewrite.

    • PersonaLanding Team • 2025-12-29

      A good rule of thumb is a 3:1 ratio. For every one time you mention yourself, you should mention the customer or their benefit three times.

  • Yuki • 2025-12-29

    In some cultures, talking too much about ‘you’ (the customer) can feel intrusive or overly aggressive. How do you apply these Western neuromarketing principles to a more reserved international audience?

    • PersonaLanding Team • 2025-12-29

      Brilliant point, Yuki. In those cases, the ‘So What?’ factor shifts toward collective benefits or social harmony rather than individual gain. The focus remains ‘Theirs,’ but the tone adjusts.

  • Mateo • 2025-12-29

    Bottom line: Does this actually sell more product, or is it just ‘feel-good’ marketing? Show me a case study where an About Us page rewrite led to a direct lift in sales.

    • PersonaLanding Team • 2025-12-30

      Direct sales from an About page are rarer than trust-building, Mateo. However, we’ve seen assisted conversion value increase by 15-20% when the About page effectively bridges the gap between ‘Who are these people?’ and ‘Can they help me?’

  • Lars • 2025-12-30

    I’m wondering about the placement of the ‘Our Story’ section. Should it be at the very bottom, after we’ve addressed the reader’s needs, or integrated throughout?

    • PersonaLanding Team • 2025-12-30

      Integrating it is best, Lars. Use your story as the evidence that you understand the reader’s current struggle.

  • Priya • 2025-12-30

    I always felt a bit guilty for finding other people’s ‘About’ pages boring. Now I know why! It wasn’t my fault—they weren’t talking to me. Thank you for this perspective.

    • PersonaLanding Team • 2025-12-30

      You’re welcome, Priya! It’s a very common feeling. Once you see the ‘I’ trap, you see it everywhere.

  • Oliver • 2025-12-30

    What about the visual hierarchy? If the copy is customer-centric but the images are still just ‘office photos’ and ‘team headshots,’ does the strategy fail?

    • PersonaLanding Team • 2025-12-30

      It definitely creates cognitive dissonance, Oliver. Try to include images of your team in the act of helping customers, or even better, photos that reflect the customer’s desired end-state.

  • Elena • 2025-12-30

    Is there a risk that by focusing on the customer, we end up sounding like every other ‘customer-first’ company? How do we stay unique?

    • PersonaLanding Team • 2025-12-30

      Great follow-up, Elena. Your uniqueness comes from *how* you solve the problem, not the fact that you want to solve it. Keep your methods unique, but the focus on them.

  • Chen • 2025-12-30

    Technical question: Does the ‘So What?’ factor help with SEO? Specifically, does using more customer-focused keywords on the About page improve ranking for long-tail search queries?

    • PersonaLanding Team • 2025-12-30

      Indirectly, yes, Chen. Customer-centric language often mirrors the natural language used in search queries, which can improve your relevance for those terms.

  • Sienna • 2025-12-30

    I love this! It’s like turning the website into a mirror where the customer sees their best self. Can we use this same logic for the ‘Contact’ page?

    • PersonaLanding Team • 2025-12-30

      Absolutely, Sienna. Instead of ‘Contact Us,’ try ‘Start Your Transformation’ or ‘Tell Us About Your Project.’

  • Finn • 2025-12-30

    Too many words. People scan. Can this be done with just headlines and bullet points?

    • PersonaLanding Team • 2025-12-30

      Yes, Finn. In fact, scanning-friendly layouts usually convert better. Use the ‘So What?’ as your subheadlines.