Why Your About Page Doesn’t Sound As Established As You Are (And How to Fix It)
Your About page isn’t just a biography. It’s one of the most visited and most influential pages on your website — and if it’s written like a diary entry instead of a positioning tool, it could quietly be costing you trust. In this post, I’m breaking down why that happens and how to fix it using what I call The Established Identity Method.
Q: What is the main topic of this post?
A: How to transform your About page from a personal story into a strategic trust-building page using The Established Identity Method.
Q: What are the key takeaways?
A: Your About page should mirror your client before telling your story, lead with authority, and use steady language instead of overly humble tone.
Q: Why is this information important?
A: Because your About page shapes how strangers perceive your professionalism — and subtle positioning gaps can impact trust and conversion.
Disclaimer:
Every business is different. These principles apply broadly to service-based businesses, but implementation may vary depending on your niche and stage of growth.
Let me say this like I would if we were sitting across from each other with coffee.
You might be way more established than your website sounds.
And most of the time, that gap isn’t about design.
It’s about identity.
The Real Problem Isn’t Your Design — It’s Your Positioning
Most business owners assume that if their website feels “off,” it’s a design issue. So they change fonts. They invest in a nicer template. They tweak a few sentences. They add another testimonial.
But it still doesn’t feel established.
That’s because the real issue usually isn’t how the site looks. It’s how it positions you.
Your About page isn’t meant to read like a résumé or a life story. It’s a trust-building page. It should help a stranger quickly understand who you help, how you help, and why they can feel confident choosing you.
If your tone sounds hesitant, your authority will feel hesitant. And that matters more than most people realize.
Mirror Before Story
This is the first shift inside The Established Identity Method.
Before someone cares about your background, they need to feel seen.
Most About pages open with something like, “I’ve always been passionate about…” or “I started my business when…” But your reader isn’t primarily interested in your timeline. They’re wondering, “Is this person the right fit for me?”
When your About page begins by reflecting your client’s situation — their frustration, their goal, their transformation — you create connection immediately. Then, when you introduce your story, it feels relevant instead of self-focused.
For example, imagine a consultant who shifts her opening from “I left corporate after 15 years…” to “If you’re leading a growing team and feel stretched thin…” That small change instantly centers the client and builds alignment.
Connection first. Story second.
Authority Above the Fold
Your credibility shouldn’t be buried halfway down the page.
If someone has to scroll extensively to find your credentials, certifications, years of experience, or defining methodology, you’re making them work too hard to trust you.
Clarity builds trust faster than charm.
Your About page should clearly state what you’re known for. It should confidently communicate your experience and positioning. If someone skimmed your page for ten seconds, they should walk away understanding why you’re credible.
This isn’t about ego. It’s about structure.
When authority is easy to find, trust builds faster.
Replace Humble Language With Steady Language
This is the subtle shift that changes everything.
You don’t need to sound louder. You don’t need to sound corporate. You just need to sound certain.
There’s a difference between:
“I try to help…”
and
“I help…”
Between:
“I’m passionate about…”
and
“I specialize in…”
Established professionals don’t apologize for their expertise. They state it calmly.
Often, I see language filled with soft qualifiers — “just,” “really,” “kind of,” “hopefully.” Those words might feel friendly, but they can quietly dilute authority.
When you replace overly humble phrasing with steady, grounded language, your entire site feels different.
And so do you.
Why This Matters More Than You Think
When your website communicates steady authority, you stop over-explaining on calls. You stop softening your pricing. You stop feeling like a service provider for hire.
You start showing up as the professional you already are.
And that’s the real shift.
If this is resonating, it likely means nothing is “wrong.” You’ve simply evolved — and your website hasn’t evolved with you yet.
Sometimes the issue isn’t visibility.
It’s alignment.
And alignment is what builds trust.
Want the Framework?
If you’d like The Established Identity Method so you can apply it to your own About page, I’ve outlined it in a simple framework. You can access it here — I’ll send it straight to your inbox.
You can access it through my email list, and I’ll send it straight to your inbox.
Because your website shouldn’t sound like who you used to be.
It should reflect who you are now.
About Erin
Erin Clayton is a strategic web designer based in Victoria, BC, who works with service-based business owners ready for their online presence to match the level of work they’re actually doing. With a background in corporate communications and a sharp eye for positioning, she blends thoughtful design with clear strategy — so your website doesn’t just look polished, it communicates authority.
Erin specializes in helping professionals move from DIY and explaining to steady and established. If your website feels slightly behind the version of you that exists today, it might be time for a more strategic approach.
If you’re ready for a website that reflects your expertise and supports your next level of growth, you can explore working together here or book a discovery call to see if it’s the right fit.
