The About Page That Builds Trust Instead of Bragging

A prospect likes your offer page, then clicks About to decide if you're real. They meet a wall of titles, awards, and "passionate about excellence." Nothing names their situation. Nothing shows what changed for people like them. They leave impressed — and uncommitted.

Your About page isn't a resume. It's a trust bridge between interest and contact. Bragging talks about you. Trust-building talks about the buyer through the proof of your work.

Why do credential-heavy About pages underperform?

Because buyers already assume you're competent enough to have a website. What they doubt is fit and safety: Do you understand my world? Have you helped someone in my spot? Will this be a clean experience? Credentials can support those answers. They can't replace them.

When the page is only achievement theater, the buyer still has to do the emotional work alone.

What should an About page actually do?

Three jobs, in order:

• Orient. Who you help and what kind of problem you take seriously.
• Humanize. A real person/operator with a clear point of view — not a logo with adjectives.
• Prove. Specific outcomes, client voices, or a short story that makes the next step feel safer.

If a stranger can't explain what you do after your About page, the page failed its commercial job.

How do you rewrite it without starting over?

Lead with the client situation, then bring your background in as evidence — not the headline. Cut the generic passion language. Add one concrete story and one proof block near the ask. Make the next step obvious: Growth Assessment, MMTS WebScore, or contact. Then read it on your phone. If it feels like a brochure, it still is.

The reframe worth keeping

The goal isn't to sound impressive. It's to make the right buyer think, "These people get it — I can reach out."

If visitors engage but don't inquire, your About and proof surfaces may be the trust gap. An MMTS WebScore helps you see whether the break is credibility, clarity, or the path to book.