When did you last read your own About page?

If the answer is somewhere around “when we launched the site,” you’re in very good company. The About page is the one everybody writes once, ticks off the list, and never looks at again. It sits there gathering dust while you pour your energy into the homepage and the product pages.

Here’s the thing. Your About page is often the most visited page on your whole site after the homepage. And it’s frequently the last stop before someone decides to email you or click away for good.

Why people actually go there

Nobody lands on your About page for fun. They go because they’re weighing you up.

Maybe they found you through a Google search and liked what they saw. Maybe a friend mentioned you. Either way, they’re now doing the thing every customer does before parting with money: checking whether you’re the real deal. In a region where everyone’s a little wary of being oversold, the About page is where trust gets won or lost.

So when they arrive and find three grey paragraphs about your “passion for excellence” and your “commitment to innovative solutions,” you’ve told them nothing. Worse, you’ve told them you sound like everyone else.

The line that could be on anyone’s site

Let’s do a quick test. Read this:

“Founded in 2015, we are a dynamic company dedicated to delivering high-quality solutions to our valued clients. Our mission is to exceed expectations through innovation, integrity, and a customer-first approach.”

Now honestly, could that be your accountant? Your logistics supplier? A random SaaS startup in Singapore? It fits all of them, which means it fits none of them. Copy that could belong to anyone builds trust with no one.

Compare it to this:

“We started in 2015 out of a tiny Sheung Wan office, mostly because we were tired of watching good local businesses get talked over by big agencies who didn’t understand the market. Ten years on, we’re still here, still stubborn about it, and still answering our own emails.”

Same length. One of them a customer forgets instantly. The other one they can picture, and picturing you is the first step to trusting you.

What a working About page actually does

A good About page isn’t a corporate bio. It’s a quiet sales conversation that happens to be written down. It does four jobs at once.

• Names the reader’s problem before it names you, so they know they’re in the right place.
• Gives them a reason to pick you specifically, rooted in who you are rather than a list of adjectives.
• Sounds like a real human, which matters enormously when someone’s deciding whether to trust you with their budget.
• Points them gently toward the next step instead of leaving them hanging at the bottom of the page.

Miss those and the page becomes a full stop.
Hit them, and your About page becomes a door.

The mistake even good businesses make

The most common trap is writing the About page about you. Sounds mad, given the name, but stay with me.

Readers don’t actually care about your company. They care about what your company means for them. So the strongest About pages are synced with the reader’s world, the frustration or the hope that brought them to you, and then position your story as the answer to it.

You’re still telling your story. You’re just telling it in a way that keeps the reader in the room.

This is where tone of voice earns its keep.

An About page written for an Asian audience in stiff, imported corporate English always feels slightly off, like a suit that doesn’t quite fit.

Copy that sounds like a real local business, warm and straight-talking, lands far harder than anything borrowed from a Silicon Valley template.

Give yours ten minutes

Go and read your About page right now, as if you were a stranger deciding whether to hire you.

Ask three things.

1. Does this sound like a real human?
2. Does it talk about my problem, or just their trophies?
3. Do I know what to do next?

If it stumbles on any of those, it’s quietly costing you clients, and it’s one of the easiest wins on your entire site to fix.

Writing About pages that actually sound like you, and actually convert, is one of our favourite jobs.

If yours could use a fresh pair of eyes, come and say hello.