Nobody Reads Your About Page

I have access to analytics on every site I’ve built in the last two years. Across all of them, the average About page gets less than 4% of total site traffic. The contact page gets more. The home page gets a lot more. Service pages crush the About page.

Most small business owners spend more time on the About page copy than on any other page. The math doesn’t add up.

Why nobody reads it

The About page exists because we’ve all been told a website “should have one.” It’s a holdover from when websites were brochures and brochures had an About Us section. The internet moved on. Most visitors didn’t follow.

Most visitors don’t care who you are until after they’ve decided you can do the job. The About page in their mental flow is the third or fourth thing they check, after services, price, and reviews. By then, they’re usually already on the contact form.

What should be on the About page

Since 4% of your visitors will read it, treat it as a closer, not an opener. The About page is where you confirm the decision they’ve mostly already made.

What works:

• A real photo of you, not a stock image. People want to see the human who will pick up the phone.
• A short story about why you do this work. Not “Our company was founded in 1994 to serve the greater Chattanooga area.” A real reason, a sentence or two.
• Something specific you’ve done that proves you know your stuff. An award, a project, a credential, a number.
• One paragraph about how you actually work with clients. Not “we provide exceptional service.” Something concrete about your process.
• A clear next step. Don’t end the About page with no CTA. The few people who read it are some of your best leads.

What doesn’t work

Most About pages are written like a corporate “About Us” page from 2007. Founded in. Committed to. Striving for. Serving customers. The reader’s eyes glaze over and they bounce.

If your About page uses the word “committed” three times, rewrite it.

The cheat code

Move the best content from your About page somewhere people will actually see it. The photo of you should be on the homepage. The credential should be in the hero. The personal story should anchor your contact page.

The About page can keep a longer version of all of it for the 4% who care.

If your About page is doing too much work or not enough, send me a link. It’s usually a fifteen-minute fix.