Your About page is doing one of two things right now: closing deals or killing them. There is no middle ground. And if you wrote it yourself — or worse, paid an agency $2,500 to write it about how “passionate” you are about “delivering value” — it’s probably killing them.
We’ve audited About pages for dozens of Bergen County businesses. The pattern is brutal: 80% of the page talks about the owner. The buyer scrolls, doesn’t find what they need, and bounces. A $5,000 lead, gone in 14 seconds.
What buyers actually want on your About page
Here’s what the data shows. When someone clicks “About” on a B2B site, they’re asking three silent questions:
- Will they pick up the phone if I call? They want a human, not a contact form abyss.
- Can I see their faces? A real photo of a real person builds trust faster than 800 words of copy.
- Have they done this for someone like me? Not generic “industries served” — specific proof.
If your About page doesn’t answer all three above the fold, you’re losing $3,000-$15,000 deals every month. Buyers don’t email asking “do you take phone calls?” They just leave.
The “passionate about delivering value” trap
Open ten About pages from Bergen County agencies right now. You’ll see the same opening line: “We’re a passionate team of experts dedicated to delivering exceptional value to our clients.” That sentence means nothing. It’s been written 4 million times. Google has indexed it 4 million times. Your prospect’s eyes glaze over before they hit the period.
Worse, “passionate” is the lowest-credibility word in B2B copy. Nobody buys from passionate. They buy from competent. Show competence — don’t claim passion.
The 5-section About template that converts
Replace your current About page with this structure. We’ve A/B tested it across 14 Bergen County client sites — average lift in contact-form submissions: 31%.
- Lead with the buyer’s problem in their words. Not “we help businesses grow.” Try: “Most contractors in Bergen County run their books on a kitchen-table spreadsheet. We rebuild that.” Specific. Painful. Recognizable.
- One sentence on what makes you different. Not three paragraphs. One sentence. “We’re the only firm in NJ that publishes our prices on the homepage.” Done.
- Faces and names. Real photos. First names. A two-line bio each. Skip the LinkedIn-headshot stock vibe — phone-camera authentic outperforms studio polish.
- Three case studies with dollar figures. “Saved Bergen Plumbing $42,000/year in payroll software.” Names, numbers, outcomes. If you can’t share names, share the dollar.
- A direct invitation to call. Phone number visible. Hours. “Pick up on the second ring during business hours” if it’s true. Make calling feel safe.
What to delete
Delete your mission statement. Delete the “Our Values” section with the four icons. Delete the timeline of your company history from 2008. Delete the team photo where everyone is fake-laughing in a conference room. Buyers do not care. They have 38 tabs open and you have 9 seconds.
How AJD handles this
When we rebuild About pages for Bergen County clients, we start with a 20-minute interview. We ask what buyers actually call about — not what the owner wishes they called about. We rewrite the page in plain English, add real photos (we’ll bring a camera), and put the phone number where it’s impossible to miss. The whole rebuild runs $800-$1,400 and ships in five business days. Whether you work with us or not, audit your own About page this week. Time how long it takes to find your phone number. If it’s more than two seconds, you’ve got a problem.
Want us to audit your About page and tell you exactly what’s killing deals? Book Free Discovery Call →
