Why Your About Page Is Losing You Clients (And How to Fix It)

The About page is one of the most visited pages on most local business websites — and one of the most poorly executed. It's where potential customers go when they've looked at your services and they like what they see, but they want to know who they're dealing with before they call.

What they find on most About pages: either nothing meaningful ("We are a family-owned business dedicated to quality and customer satisfaction") or nothing relevant to them ("Here's our founder's professional biography going back to 1998").

Neither of those answers the real question a visitor is asking: can I trust this company with my project?

What Visitors Are Actually Looking For

When someone visits your About page, they're not looking for your company history. They're looking for signals that you're legitimate, local, experienced with situations like theirs, and the kind of people they'd want in their home or working on their property.

The questions they're trying to answer:

• Is this a real business operated by real people in Naples?
• Do they have specific experience with projects like mine?
• Are they part of the local community?
• Is there anything here that makes me trust them more than the other websites I've visited?

What to Include Instead

Real photos. A photo of the owner, your team, or your work is worth more than any paragraph of copy. It humanizes the business and confirms that a real person is behind it.

Your local connection. Specificity about being Naples-based — how long you've been here, what neighborhoods you work in, any community involvement — builds geographic trust and local SEO relevance simultaneously.

Your positioning. What specifically do you do that matters to your customer? Not "quality and customer service" (everyone claims this). Something specific: "We specialize in custom screen enclosures for Naples homes with screened lanais — the kind of project that requires precision and weather resistance in a coastal environment."

Credentials and associations. Licenses, certifications, insurance, chamber membership, industry affiliations. These items belong on the About page, where visitors are actively doing their trust-building research.

A direct CTA. The visitor who reads your full About page is a warm lead. Don't let them navigate away without a clear invitation: "Ready to talk about your project? Request a free estimate."

What to Remove

Company founding dates and leadership bios that lead with credentials rather than customer-relevant experience. Mission statement language ("we are committed to excellence in everything we do") that every competitor could also claim. Stock photos of people who clearly don't represent your actual team.

The About page should sound like a real person talking to a real prospect — not a press release.

If you'd like a professional review of your About page and the rest of your website's trust signals, request a free website and SEO review from JRM Agency.