The About page is often the second most-visited section on a financial advisor’s website. Yet according to industry data, up to 68% of visitors leave if they don’t feel a genuine connection.
That means your story, layout, and call to action aren’t just “nice to have”—they’re critical for converting leads into booked calls.
In this guide, we’ll reveal the biggest about page mistakes advisors make and show you exactly how to fix them. Whether you’re building your first site or updating an existing one, these tips will help your About page work as hard as your homepage.
The High Stakes of Your ‘About’ Story
Your About page isn’t just a formality—it’s your digital handshake. In fact, 75% of visitors check the About section before deciding to contact a business.
For financial advisors, this page serves three essential functions:
- Builds Trust: It offers a human connection and reassures potential clients that you understand their needs and goals.
- Showcases Your Expertise: It helps differentiate you from other advisors who may offer similar services.
- Sets Brand Expectations: Your tone, visuals, and message set the stage for the relationship to come.
If your About page fails to speak directly to high-net-worth prospects or lacks a strong narrative, you could be missing out on qualified leads who never make it to your contact form.
Want your About page to reflect your brand’s value? Check out our Responsive Website Design service tailored for financial professionals.
5 Common About Page Mistakes That Drive Prospects Away
Many financial advisors unintentionally sabotage conversions with About pages that are either too vague, too technical, or simply not client-focused. Here are the top mistakes to avoid:
1. Too Much Jargon, Too Little Heart
When your page sounds like a compliance brochure—full of acronyms, industry terms, and financial speak—it alienates rather than engages. Prospects want clarity, not complexity.
2. Missing Client Stories
Without social proof or relatable success stories, your claims feel unsubstantiated. HNW prospects look for evidence that you’ve helped people like them before.
3. Weak “Why You” Statement
If your About page doesn’t quickly answer “Why should I trust you with my money?”, visitors will bounce. You need a reason that resonates beyond credentials.
4. Buried or Absent CTA
Your About page should guide the visitor to a clear next step. A missing or hidden call-to-action (like “Book a Call”) is a missed conversion opportunity.
5. Poor Layout & Readability
Dense paragraphs, no subheadings, and lack of structure make it hard to skim. Busy professionals won’t invest time decoding a wall of text.
Need help fixing these issues? Our Web Design & Development services ensure your layout supports lead generation.
Proven Fixes to Transform Your About Page
Avoiding common pitfalls is only half the battle—here’s how to optimize your About page to build trust and drive conversions:
1. Speak Your Prospect’s Language
Replace industry jargon with approachable, benefit-focused language. Think “Here’s how we help you retire confidently,” not “Our portfolio strategy is built on macroeconomic indicators.” Warmth matters.
2. Showcase Client Success
Highlight 2–3 short client success stories with quantifiable outcomes. Real-world results (e.g., “Helped John reduce tax liability by 30%”) add credibility. Bonus: include photos and brief testimonials.
3. Craft a Compelling ‘Why’
Clarify what drives you to do this work. A sincere mission statement tailored to high-net-worth clients builds emotional connection and trust.
4. Place a Clear CTA Above the Fold
Ensure your “Book a 30-Minute Call” button is easily visible as soon as someone lands. Repeat it after key sections so visitors always know what to do next.
5. Improve Layout & Scannability
Use subheadings, bullet lists, and short sections to guide the reader. A clean layout keeps visitors engaged and helps them absorb your message faster.
Pro tip: Our Content Writing Services can help you craft a compelling, client-first About page from scratch.
About Page Makeover: A Financial Advisor’s Story
Let’s take a real-world example of an About page transformation that paid off.
Before:
A mid-sized advisory firm had a text-heavy About page with no client stories, no visual hierarchy, and no clear next step. It read more like a firm’s annual report than a personal introduction.
After:
We revamped the page with a bold, client-focused headline (“Helping Successful Families Build Legacies”), added a smiling team photo, inserted a compelling client testimonial, and introduced a clear CTA button: “Schedule Your 30-Min Call.”
Results:
Within 60 days, the advisor saw a 40% increase in About-page click-throughs to the Contact Page, with noticeably higher lead quality and engagement.
Want help transforming yours? Start with our Responsive Website Design services.
Your About Page Must-Have Checklist
Before you hit publish, make sure your About page includes these essential elements:
- ✅ Client-Focused Headline – Lead with a benefit-oriented message that speaks to your audience.
- ✅ Empathetic “Why I Do This” Paragraph – Share your mission and motivation with emotional clarity.
- ✅ 2–3 Mini Case Studies or Testimonials – Showcase outcomes that resonate with high-net-worth prospects.
- ✅ Prominent “Book the 30-Minute Call” Button – Include it near the top and again at the bottom of the page.
- ✅ Clean Layout – Use bold subheads, short paragraphs, and bullet points to enhance readability.
- ✅ Professional Photo + Branded Banner Image – Build visual trust with high-quality imagery.
Need help implementing these best practices? Our web design services for financial advisors can bring your About page to life.
FAQs: Optimizing Your About Page
How long should my About page be?
Aim for 400–600 words. It should be long enough to share your story and build trust, but short enough to hold attention.
What tone works best for financial advisors?
Use a professional-yet-personal tone. Speak directly to your ideal client—clear, conversational, and confidence-building.
Do I need video or is text enough?
Video can boost trust and engagement, but well-written text with visuals (like photos or infographics) works well too. Choose based on your brand and comfort level.
Can I link to my About page from ads?
Absolutely. It’s often a top-performing landing page when optimized correctly. Just be sure it includes a strong call-to-action.
How often should I update my About page?
At least once a year—or anytime your team changes, services evolve, or you have new client wins to showcase. A stagnant About page can signal a stagnant practice.
Want help crafting answers tailored to your audience? Let’s chat.
Make Your About Page Your Secret Sales Tool
Your About page isn’t just a bio—it’s a conversion opportunity. By avoiding common about page mistakes and applying best practices, you transform a static page into a trust-building, lead-generating asset.
Recap the essentials:
- Speak to the client, not the industry.
- Share your “why” with authenticity.
- Add social proof and a clear next step.
Ready to see real results?
Book the 30-minute call with our web design experts at 740-264-6714 and turn your About page into your firm’s most powerful conversion tool.
