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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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  • Luca • 2025-12-28

    The ‘So What?’ technique is solid, but is there a specific ratio of ‘You’ vs. ‘We’ words you recommend to maintain a professional balance without losing the human touch?

    • PersonaLanding Team • 2025-12-28

      A good rule of thumb is a 3:1 ratio. For every time you mention yourself, try to mention the customer or their benefit three times. It keeps the focus where it belongs.

  • Sarah • 2025-12-28

    I never thought about the ‘About Us’ page as a conversation at a party. That analogy really clicked for me! It feels much more welcoming to think of it as a bridge rather than a resume.

    • PersonaLanding Team • 2025-12-28

      Glad it helped, Sarah! When we shift from ‘presenting’ to ‘connecting,’ the copy usually writes itself much more naturally.

  • Wei • 2025-12-28

    Can you provide some data or heatmaps showing that users actually scroll through the ‘About Us’ page? I’ve always been under the impression it was a low-traffic area not worth high optimization effort.

    • PersonaLanding Team • 2025-12-28

      While it may not have the highest raw traffic, our internal audits show it often has a high correlation with conversion—meaning the people who *do* visit it are your most serious prospects.

  • Elena • 2025-12-28

    I struggle with this because our brand is built on a very specific, personal artistic vision. If I make it all about ‘them,’ I’m afraid I’ll lose the soul of what makes my work unique.

    • PersonaLanding Team • 2025-12-28

      That’s a valid concern, Elena. The key is to frame your unique vision as the *solution* to their specific need for authenticity. Your ‘soul’ is the bridge.

  • Ahmed • 2025-12-28

    How fast can we expect to see a drop in bounce rates if we implement the ‘So What?’ factor across the entire page? We need to justify the rewrite time to our stakeholders.

    • PersonaLanding Team • 2025-12-28

      You should see a difference in engagement metrics (like time on page) almost immediately, Ahmed. Conversion lift usually follows within a few weeks of consistent traffic.

  • Chloe • 2025-12-28

    This sounds great in theory, but what if the reader thinks we’re being too ‘salesy’ by making it about them? Is there a risk of losing credibility if we don’t list our awards clearly?

    • PersonaLanding Team • 2025-12-28

      You can still list awards, Chloe! Just frame them as ‘Why our recognized expertise means better results for you.’ It’s about the context, not the content.

  • Mateo • 2025-12-28

    Love this! We should totally do a follow-up on using interactive elements or video on the About page. Imagine a ‘Choose Your Own Adventure’ story for the user!

    • PersonaLanding Team • 2025-12-28

      Interactive storytelling is a fantastic way to engage! It turns the ‘About’ page into an experience rather than a lecture.

  • Svetlana • 2025-12-28

    Some of my clients are high-level B2B firms. They don’t care about a ‘story’—they want to know we’ve been around since 1995 so they know we won’t go bankrupt. You can’t ignore the history entirely.

    • PersonaLanding Team • 2025-12-28

      Absolutely. But ‘In business since 1995’ is just a fact. ‘Stability you can rely on for long-term projects’ is the value. We’re saying the same thing, just better.

  • Yuki • 2025-12-28

    This is a very peaceful way to look at marketing. It’s about being helpful rather than loud. I’ll be sharing this with my team.

    • PersonaLanding Team • 2025-12-28

      Thank you, Yuki. Marketing is always most effective when it focuses on genuine connection.

  • Javier • 2025-12-28

    In the ‘The Big Mistake’ section, you mentioned the ‘I’ trap. Is there a specific list of words we should set as ‘red flags’ in our copyediting software?

    • PersonaLanding Team • 2025-12-28

      Start with ‘We,’ ‘Our,’ ‘Us,’ ‘I,’ and ‘My.’ If a paragraph starts with these in every sentence, it’s time for a rewrite.

  • Fatima • 2025-12-28

    Does this strategy change for a personal brand versus a corporate entity? I feel like a personal brand *has* to use ‘I’ more often.

    • PersonaLanding Team • 2025-12-28

      Great question, Fatima. Even in a personal brand, your story should serve as a mirror for the reader’s struggles. ‘I’ve been where you are’ is more powerful than ‘I am great.’

  • Marcus • 2025-12-28

    The party analogy is fine, but show me the proof. Do you have a before-and-after conversion case study for a page that switched from ‘us-centric’ to ‘user-centric’?

    • PersonaLanding Team • 2025-12-28

      We are actually preparing a case study on this exact topic for next month’s newsletter. Stay tuned, Marcus—the numbers speak for themselves.

  • Anya • 2025-12-28

    I’ve noticed that most ‘About’ pages are just copies of each other. How can we be ‘user-centric’ and still stand out visually?

    • PersonaLanding Team • 2025-12-28

      Use photography that shows your team *interacting* with customers or solving problems, rather than just static headshots. Visuals should tell the story too.

  • Hans • 2025-12-28

    From a cognitive load perspective, focusing on the reader reduces the effort they need to expend to figure out if your service is relevant. It’s basic neuromarketing efficiency.

    • PersonaLanding Team • 2025-12-28

      Exactly, Hans. You’re doing the mental heavy lifting for them, which creates a much smoother user experience.

  • Priya • 2025-12-28

    This was so encouraging! I always felt guilty talking about myself on my site, and now I realize I don’t have to! I can just talk about how I can help my friends (clients).

    • PersonaLanding Team • 2025-12-28

      That’s the perfect mindset, Priya. Think of your clients as the heroes of the story, and you’re the guide helping them succeed.

  • Lars • 2025-12-28

    What’s the ‘So What?’ for a charity? If we say ‘We saved 500 dogs,’ the reader thinks ‘So what?’—does that mean we should say ‘You can feel good knowing you saved a dog’?

    • PersonaLanding Team • 2025-12-28

      For non-profits, the ‘So What’ is the impact. Try: ‘Because of your support, 500 dogs are in safe homes today.’ It connects their action to the result.

  • Isabella • 2025-12-28

    Is there a danger of sounding too ‘rehearsed’ or robotic if we follow these rules too strictly? I want my brand to feel authentic and raw.

    • PersonaLanding Team • 2025-12-28

      Authenticity comes from the ‘why.’ Use your natural voice, but keep the *direction* of the text pointed toward the reader’s needs.

  • Kofi • 2025-12-28

    I just checked my page and it’s 90% ‘We’. Taking this advice to heart immediately. It’s time for an audit!

    • PersonaLanding Team • 2025-12-28

      That realization is the first step, Kofi! Good luck with the audit—it will make a world of difference.

  • Dimitri • 2025-12-28

    If the ‘About Us’ page is a secret weapon, should it be in the main navigation or buried in the footer? Some say it clutters the menu.

    • PersonaLanding Team • 2025-12-28

      Keep it in the main navigation. High-intent users look for it. If they can’t find out who you are, they struggle to trust you.

  • Mei • 2025-12-28

    The article mentions finishing the thought for the reader. Is there a limit to how long these explanations should be? I don’t want to ramble.

    • PersonaLanding Team • 2025-12-28

      Keep it punchy, Mei. One clear ‘So What?’ sentence per claim is usually enough to bridge the gap without losing their attention.

  • Elena • 2025-12-28

    This is a wake-up call. I just checked our page and ‘we’ appears 14 times in the first two paragraphs. If I change the focus to the customer, how quickly should I expect to see a drop in bounce rate on that specific page?

    • PersonaLanding Team • 2025-12-28

      Great observation, Elena. Typically, when the copy resonates with the visitor’s needs immediately, you’ll see a decrease in bounce rates within 2 to 4 weeks as the search intent aligns better with the content.

  • Wei • 2025-12-28

    Could you provide any specific neuromarketing studies that correlate self-referential language vs. customer-centric language with trust building? I’m looking for the data behind the ‘So What?’ factor.

    • PersonaLanding Team • 2025-12-28

      Excellent question, Wei. It relates to ‘mirror neurons’ and the brain’s default mode network. People process information more deeply when they can visualize themselves in the narrative. We’ll be sharing a list of white papers on this in our next newsletter.

  • Luca • 2025-12-28

    The party analogy is perfect. It’s so easy to fall into the trap of thinking people care about our history when they really just want their problems solved. This makes the whole writing process feel much lighter.

    • PersonaLanding Team • 2025-12-29

      Exactly, Luca! Shifting the focus takes the pressure off ‘performing’ and puts it on ‘serving,’ which is much more effective.

  • Sarah • 2025-12-29

    I really appreciate how you explained this. It feels so much more kind and welcoming to talk about the reader. I want my brand to feel like a warm handshake, not a cold resume.

    • PersonaLanding Team • 2025-12-29

      That’s a beautiful way to put it, Sarah. A warm handshake is the perfect metaphor for a high-converting ‘About Us’ page.

  • Marcus • 2025-12-29

    Let’s be real—most people skip this page because it’s usually fluff. If I cut the awards and the ‘since 1995’ talk, what’s the one ‘hard’ element I must keep to maintain authority without sounding arrogant?

    • PersonaLanding Team • 2025-12-29

      Focus on ‘Proof of Results,’ Marcus. Instead of an award logo, use a one-sentence transformation story: ‘We helped X achieve Y,’ which proves your authority through your client’s success.

  • Isabella • 2025-12-29

    I worry that if I follow this too strictly, my brand will lose its soul. My business is deeply personal to me. How do I balance the customer’s story with my own unique creative journey?

    • PersonaLanding Team • 2025-12-29

      The key is to frame your journey as the ‘origin story’ of their solution, Isabella. Your unique path is the reason you are uniquely qualified to help them today.

  • Ahmed • 2025-12-29

    What if shifting the focus away from our established history makes us look less stable? In our industry, being ‘in business since 1995’ is a primary trust signal for skeptical buyers.

    • PersonaLanding Team • 2025-12-29

      That’s a valid concern, Ahmed. You don’t have to remove the date, just pivot it. Instead of ‘Since 1995,’ try ’25 years of ensuring our clients never face [Problem] alone.’

  • Chloe • 2025-12-29

    This is so exciting! I’m already thinking of adding a ‘Choose Your Own Adventure’ style section to our About page so the reader is literally the main character. Is that too much?

    • PersonaLanding Team • 2025-12-29

      Love the energy, Chloe! Interactive elements are great, just ensure they don’t distract from the core message of how you solve their problem.

  • Hans • 2025-12-29

    I noticed the article mentions the ‘So What?’ factor but the example sentence at the end seems to be cut off. It would be more precise to see the full ‘Try this instead’ sentence to ensure I’m implementing it correctly.

    • PersonaLanding Team • 2025-12-29

      Good catch, Hans. The full thought would be: ‘We have been in business since 1995, which means we have refined a process that guarantees you won’t experience the typical delays found elsewhere.’

  • Sofia • 2025-12-29

    I like how this simplifies everything. I’ve been overthinking our page for months, but the ‘party guest’ perspective makes it very clear what needs to go.

    • PersonaLanding Team • 2025-12-29

      Glad it helped, Sofia. Simplicity is often the most effective neuromarketing tactic.