8 Things You’re Missing On Your About Page

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UI/UX Designer & Illustrator

In today’s digital age, having a website is crucial for the success of your business. Websites give you the ability to showcase your products and services, sell products, provide information, ways to get involved, address customer concerns, and ultimately, helps customers decide whether they will buy from you or not. One of the most important aspects of a website is the About page. In fact, aside from the homepage, the About page is the #1 most visited page on a website. This means it gets a lot of traffic!

After many years in the web design space, we’ve seen the good, the bad and the ugly of About pages.

In this article we discuss the top 8 things you’re missing on your about page so that you can implement these suggestions, improve your website user-experience, encourage consumer trust and get more sales!

#1 Not having an About Page.

You’d be surprised how many websites don’t even have an About page. With an About page, you can take the opportunity to establish credibility and trust so that your clients know who they are doing business with. The About page is a glimpse into  understanding the history and mission of the business. This page is how your business establishes a connection with your clients or customers.

People want to do business with brands that they can relate to and connect with on a personal level. The About page highlights the brand’s personality and tone, which leads to a stronger presence and improves brand loyalty while humanizing your brand. 

So if there’s anything to take away, make sure you first have an About page on your site to begin with.

Already have an About page? Great! Keep reading to make sure you aren’t missing any critical content on it!

#2 Not listing both your first AND last name.

Founders, are you guilty of not including your last name? Many times, business owners are hesitant to include their last name on their website. They are concerned about privacy or feel that their last name comes off too formal. “Hey, I’m Jane!”, seems to appeal more than “Hey, I’m Jane Macdonald!”. But this is not true. In fact, listing your full name gives credibility to your company and reassures customers. It’s because customers take risks when they purchase from a company they’re not familiar with, so putting your neck on the line – so to speak – by listing your last name shows that you’re willing to have skin in the game. A website without your last name, lacks credibility and can’t be taken seriously. In the end, you can lose potential clients. 

In addition, using your full name can help differentiate you from others with similar names or services. For example, when you search on Google for ‘Nicole + web design’, you receive hundreds of results across the world. But, when you search for ‘Nicole Hart + web design’, much fewer results appear and your site is more likely to reach top of results. So, when your last name is used it makes it much easier for others to find you online through search engines and improves your odds of showing up top in search. 

#3 Not including team photos.

People want to know who they are working with. A picture of the founder or  team helps personalizes the website and makes your company more relatable to your audience.

You can edit your own photos to match your brand’s visual identity and personality. For example, this can includes things like ensuring the background in your photos, clothing, and accessories, all match your brand’s colour palette.

Or instead, editing your photos so that they are all appear in black or white or have a consistent photo temperature – warm versus cool. You may dress formal or keep it business casual. But it really depends on every company and what you aim to communicate about your brand’s personality. All these small details add up to communicate and establish a strong credible brand.


100 Adjectives To Describe Your Brand

Never thought about your brand’s personality before or struggling with your brand’s adjectives?  Download our free 100 Brand Adjectives here.

For an extra brand boost, consider getting personal or corporate branding photography done. Your photos are not only used for your About page, but they can also be re-used to spruce up your social media posts, such as featuring you in guest podcasts, webinars, PowerPoint presentations, YouTube thumbnail videos and much, much more. 

The benefits of getting professional brand photography for your company has long term benefits and potential growth.

Here’s a list of some impressive brand photographers based in Toronto:


#4 Not including your mission statement or values.

A mission statement helps communicate the purpose behind your work – it’s basically WHY you exist. Your mission statement gives visitors a clear understanding of what you stand for and what you aim to achieve. 

A mission statement is usually between 1 to 3 sentences, but should never exceed over 100 characters. Your vision statement is WHY and mission statement is HOW.

Here’s some examples of mission statements:

Apple: “To bring the best user experience to customers through innovative hardware, software and services.”

MEC: “We inspire and enable everyone to lead active outdoor lifestyles.”

MAC Cosmetics: “All races, all sexes, all ages”

Supernova Sites:To create long lasting brands that help propel health and wellness companies for years to come.”

Values help guide the company and customers sharing similar values will be more inclined to want to work with you. 

Here are some examples of values from popular companies:

Apple: Accessibility, Education, Environment, Inclusion and diversity, Privacy, Supplier responsibility

Adidas: Confidence, Collaboration, Creativity 

Slack: Empathy, Courtesy, Thriving, Craftsmanship, Playfulness, Solidarity

Supernova Sites: Innovation, Creativity, Growth, & Conscientious

Including your mission statement and values on the About page is particularly beneficial for hiring and retaining staff. You can hire for staff with similar values and by listing them out on your website, it gives staff a quick and easy reference to refer to if they are ever get  stuck making decisions.

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#5 Not including your story – your why.

This piece on the About page is crucial as it explains how your business began, how you got here and it builds empathy with your clients. When you explain your why, then the services you offer just clicks and makes sense to the user. Sharing a personal story creates a personal connection.

For example, Steve Jobs was a college dropout and created Apple because he wanted to make computers small enough for people to have in their homes and offices.

Your story lies in not only your education, but in your experiences as well. The details is what makes you unique. 

#6 Not listing where you’re located. 

With covid and the digital boom, many companies pivoted to remote-only work. Some companies – new and old – have even opted to remove their contact location on their website entirely or list ‘Worldwide’ instead. Some believe it’s advantageous to do so, rationalizing that it helps reach more audiences outside of their immediate city.

However, for business activities and legal purposes, people still want to know where your business is located. For example, they may want to know what time zone you’re in, or if they  need you to mail or return something, where would that mail send from? If they have a legal issue, would your company fall under their legal jurisdiction, or are you in another country and now operating under international law? What about taxes – these things are all location dependent and are all questions and concerns potential customers may have about your business. 

Plus, people love supporting local and despite the digital boom, we’re still biased in selecting products and working with people within our own country, city and hometown. 

So go ahead, and indicate where you’re from and based out of. And while you’re at is, make sure to add it to your contact page and footer too.

#7 Not listing your education.  

Is what you studied in school relevant to your business now? If so, then that’s great! It can be helpful for potential clients to know you’ve received formal education or training in your area of work. But for many founders and entrepreneurs, their degree might be completely different to their current business.

Many of us had second careers. Some believe that listing their education from decades ago or an unrelated degree, would just confuse buyers. In their mind they think the customer will wonder: “Why did John Doe study a Bachelor in Science in Biology but now offers digital marketing services? This guy must not be legit”. BUT contrary to what you might think, your story is what helps people connect with you no matter what your educational background.

We’ve all grown from different paths in our lives and no one person is the same. It’s the struggle we took and the decision we made along the way that got us to where we are now.

In addition, you may have someone like interns or new graduates who look up to you or even potential employees who would love to follow in your footsteps. Learning about your past education helps give them insight.

Who knows, maybe a viewer on your webpage saw that you didn’t need a Master’s degree to establish yourself as an entrepreneur and now you’ve just motivated someone to start their own business. Or perhaps your next customer also studied Biology and now they automatically feel a sense of connection and are ready to book a call with you.

#8 Not listing your specialization. 

By communicating your areas of specialization, it can establish credibility and trust. You become an expert in the field.

Often times, especially for new companies, they want to serve EVERYONE, and they end up generalizing too much. When this happens, you end up trying to serve everyone but end up serving no one. 

For example, at Supernova Sites, we specialize in web design for the health and wellness industry which includes Therapy, Fitness, Artisans, Nutrition, Health Startups, Medical, Environmental and Non-Profit.

Specializing allows us to relate to specific aspects of this industry which ONLY our client would know about. Things like becoming privy to HIPPA and PIPEDA compliance rules (rules for keeping health records of clients on websites safe), or familiarity with industry tools (i.e. JaneApp – a popular therapy booking software), or other important aspects like website accessibility, as well as best-practices, and knowledge of marketing practices relevant to the health and wellness industries, helps us stand out. Your client doesn’t just want to go to anyone – they want an expert in the field. They want to feel that the person they work with understands them and their unique needs. By specializing, you do just that!

Some other examples of areas of specialization include:

  • Bakery for vegan food
  • Law firm for Immigration
  • Special Needs Teacher
  • Aerial Yoga or Prenatel Yoga
  • Pet groomer for small breeds
  • Food Photographer

Focusing on more specific areas gives you clearer goals and objectives; can cater to specific audiences; and differentiate yourself from competitors. Go ahead and add a section on your About page for the specific industries you serve and areas of expertise.


The About page is crucial to your website. It’s a critical opportunity for you to establish your brand, build relationships, connect with potential clients and establishing yourself as an expert in your field. It will differentiate you from others – and not to mention improve your site’s search-ability. Don’t miss out by not including these 8 sections on your page. We hope this article was helpful and look forward to seeing your new and improved About page soon!

Are you looking for a custom designed About page, consultation or new website? To get started, contact us.


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