The About Us page is one of the most important parts of any corporate website. It is here that potential customers get their first impression of the company, which can either build trust or push them away. To be honest, most businesses underestimate this section, limiting themselves to dry phrases and template wording. As a result, the company’s website looks impersonal and does not inspire a desire to cooperate.
Mistake No. 1. Corporate stamps
Phrases such as “We are a dynamically developing company” or “We are leaders in our field” have long since lost their value. They sound empty and identical on hundreds of business websites. Such text does not reveal the essence and does not show individuality.
What’s best: instead of generalities, let the client feel who you really are. Tell a short story about why you created the company, what values are important to you, and what sets you apart from your competitors. People trust sincerity, not clichés.
Mistake #2. Too much text without structure
A solid “wall of text” on the “About Us” page kills the desire to read further. It’s hard for a visitor to know what’s important and what’s secondary. As a result, they simply close the tab.
What’s best: make the structure clear. Use subheadings, bullet points, short paragraphs. Add visual elements: office photos, infographics, key figures. The company’s website should be easy on the eyes and on the mind.
Mistake #3. Lack of a “company face”
Another common mistake is when a website has only abstract stock images. There is not a single photo of the team, the manager, or even the office. The client does not see who they are dealing with and subconsciously does not trust them.
What’s best: use real photos of your team, workflow, and leaders. This creates a sense of transparency and openness. People buy from people, not faceless logos.
Mistake #4. No facts and achievements
Instead of specifics, we often see vague statements like “We work efficiently and quickly”. But there are no numbers, clients or examples. In the end, it’s just empty words.
The best way is to support everything with facts. Add case studies, dates of foundation, number of clients, reviews. Show your achievements: certificates, awards, successful projects. The client will believe you only when they see specifics.
Mistake #5. Lack of quick contact
The “About Us” section is often presented as purely informational. But just imagine: a customer reads it and wants to contact you, but there is no “Write” button or contacts. He leaves – and most likely won’t come back.
How to do it better: add a button with a link to the feedback form, phone number, messengers. The company’s website should encourage action in any section.
Mistake #6. Website language is for developers, not customers
Often, the “About Us” section is full of technical terms and complex wording that only narrow specialists can understand. But the client shouldn’t have to understand your internal jargon.
The best way: write in human language. Talk about the benefits and advantages for the client, not about internal processes. Simplicity and clarity always inspire more trust.
Mistake #7. Lack of uniqueness
The biggest problem is when your “About Us” section is no different from your competitors. The same structure, the same wording, the same clichés.
The best way is to show your uniqueness. What is special about you? Why should a client work with you? Perhaps it’s an unconventional approach, values, creativity, or service. Your website should not only inform, but also be different from others.
Conclusion.
The About Us page is not a formality, but a powerful tool for building trust. Avoid the seven mistakes listed above, and your corporate website will become not just a business card, but an effective sales tool.
Remember: trust is a currency in the business world. And it is a properly designed website for a company that helps to accumulate this currency.
If you want the About Us page to work for trust, not against it, contact ABDev. We create turnkey websites for businesses: from concept and design to convincing content. Your website will be not just about the company, but about trust, customers, and results.
