The “about us” page and how your ego is costing you clients.
The “about us” page is the most misunderstood part of a website. Most entrepreneurs turn it into a monument to their own egos. But before you start explaining your history, mission, and vision, remember one thing: no one is interested in your autobiography. Whether you’re a freelancer or a large company, your potential clients have only one question: what’s in it for me?
Write about us as “for you”.
Of course, you can share something about yourself. That’s even the point. Your story is unique and can build trust. But it’s all about focus; your story should serve the customer. The problem is that many “about us” pages turn into ego-fueled celebrations, but the truth is, customers aren’t interested in how your company started as a joke. With every heading on your about us page, the customer only wants to know one thing: “How does it help me?” So, it’s nice that you claim to strive for perfection, but the customer should expect that anyway; it’s better to explain how you guarantee that quality.
Mission & vision, so 90s.
In the 1990s, mission and vision were a way to capture and communicate a company’s internal compass. But they’ve since lost their meaning. Today, a mission sounds more like an empty marketing ploy than a genuine promise, an attempt to create an emotional connection that obscures the fact that the company isn’t making a concrete, measurable promise. It’s a distraction from the true value. The same goes for vision. It’s often nothing more than an internal, ego-driven strategic objective that’s completely irrelevant to the customer and, moreover, unmeasurable.
Mission & Vision in 2025.
A mission and vision aren’t necessarily dead. They just need a complete makeover. These days, they shouldn’t be about you, but about your client. Your mission isn’t to “save the world,” but to solve a specific problem for your client. Your vision isn’t just empty talk about “becoming a market leader.” It’s a promise to your client about your approach, your expertise, and the direct answer to the only question that matters: “How does this help me?” We keep it simple ourselves; our mission is to build websites that truly work and achieve online growth. Our vision is that everything we claim is measurable.
Empty claims.
“We put the customer first.” Every company claims this, but don’t just shout it out; show it with real reviews, easy accessibility, long opening hours, and fast response times. Other popular empty claims revolve around sustainability and privacy. Why then is your website full of tracking technologies to collect as much data as possible at the expense of your digital ecological footprint and customer privacy? Why then do you proudly state that you ship worldwide? It’s nice for your own ego, but any customer for whom these points are actually important will see right through it.
Irrelevant details.
The “about us” page isn’t a menu. Yet, you often see companies rehash their full service package. The customer is on this page because they want to know why they should choose you. Your services belong on the services page. An even bigger mistake is listing details that don’t add value. Think of celebrating minor milestones, a team module with photos, names, hobbies, and favorite lunches, or even crazier: the office dog with the role of Chief Morale Officer. Even we, Wetnose, omit that kind of nonsense. It doesn’t help the customer in any way.
About us as a marketing tool.
Your “about us” page is your chance to earn your potential customer’s trust and differentiate yourself from the competition. Less us, more you. Stop with vague, empty marketing slogans about being the best and conquering the world. Stop making sustainability claims when there’s nothing actually sustainable about your online presence or business operations; be honest and transparent. And make genuine promises that are measurable, verifiable, and tangible. It’s time to put your ego aside and focus on the only person who matters: the customer. Seriously, it’s worth it.