When it comes to converting leads, the About Page is second only to your homepage in importance—especially for financial advisors. In fact, it’s often the second-most visited page on your site. Yet a staggering 68% of visitors leave when they don’t feel a personal connection.
This means one of your most valuable sales opportunities is being squandered—not because of your credentials, but because of how you present them.
In this blog, you’ll learn the most common about page mistakes financial advisors make and how to fix them. Whether you’re trying to build trust, showcase your value, or guide someone to book a consultation, we’ll walk through the proven strategies that turn passive visitors into active prospects.
To see how your overall website design could better convert visitors, explore our web design & development services for financial advisors.
The High Stakes of Your ‘About’ Story
Your About Page isn’t just a nice-to-have—it’s a make-or-break moment for prospective clients. According to studies, 75% of visitors check your About page before deciding to reach out. And if it doesn’t connect, they’ll move on without ever scheduling a call.
For financial advisors, this is your chance to:
- Build trust and demonstrate approachability
- Differentiate yourself from templated robo-advisors or generic bank pages
- Showcase your personal story and professional credibility in a compelling, client-first way
In a crowded marketplace, your story must do more than inform—it must inspire confidence and action. That’s why your About Page should align with the rest of your site’s positioning and brand narrative.
To learn how strategic storytelling connects across your site, visit our branding services for financial advisors or explore our custom WordPress solutions, built to enhance conversion pathways.
5 Common About Page Mistakes That Drive Prospects Away
If your About Page isn’t generating leads, it’s not doing its job. These five mistakes are some of the most common—and costly—for financial advisors trying to connect with potential clients.
Too Much Jargon, Too Little Heart
Industry terms like “asset allocation models” or “fiduciary strategy” can overwhelm rather than engage. Your About Page should speak your prospect’s language—not your industry’s. Visitors want to feel understood, not lectured. Effective content writing for financial advisors starts with empathy, not acronyms.
Missing Client Stories
When you leave out success stories, you miss the chance to build relatability. Without testimonials or case snippets, prospects can’t picture themselves succeeding with you. This weakens trust and reduces conversions. Consider embedding brief client narratives or data points directly on your About Page.
Weak “Why You” Statement
If your page doesn’t answer, “Why should I work with you instead of my bank or another advisor?” it’s a missed opportunity. Your mission, values, or origin story should make this clear. Learn more about positioning in our lead generation strategies for financial advisors.
Buried or Absent CTA
Too often, advisors forget to place a clear call-to-action near the top and bottom of the page. Without an obvious “Book a 30-Minute Call” button, interested visitors simply bounce. Explore how to optimize CTA placement with our responsive website design services.
Poor Layout & Readability
If your About Page is a dense wall of text, it won’t be read. Visitors skim—so use headlines, bullet points, and clean design to make content digestible. Learn about mobile-friendly readability from our custom WordPress builds.
Proven Fixes to Transform Your About Page
Now that we’ve covered what not to do, here’s how to turn your About Page into a high-converting asset that builds trust and drives inquiries.
Speak Your Prospect’s Language
Swap out jargon for clear, conversational messaging. Use client-centric language that shows you understand their goals, concerns, and lifestyle. Your About Page isn’t a résumé—it’s a conversation starter. Learn more about voice and tone through our content strategy services for advisors.
Showcase Client Success
Feature 2–3 mini-case studies or testimonials. Use real names (with permission), a few results, and a photo if possible. This builds social proof and positions you as a trusted guide—someone who gets results.
Craft a Compelling “Why”
Don’t just say what you do—explain why you care. Share the story behind your practice and what drives you to serve clients. A clear mission resonates emotionally, especially with values-driven investors and retirees.
Place a Clear CTA Above the Fold
Insert a “Book Your 30-Minute Call” button high on the page—don’t bury it at the bottom. Repeat it after major sections for better visibility. If you need help integrating CTAs effectively, check out our web design & development services.
Improve Layout & Scannability
Use short paragraphs, bold subheads, and bullet points. Break long-form content into sections. A professionally structured layout increases readability, especially on mobile. Explore how this impacts lead conversion with our financial advisor SEO solutions.
About Page Makeover: A Financial Advisor’s Story
Let’s take a real-world example. A financial advisor’s original About Page featured dense text, generic credentials, and no call to action. Visitors had to scroll to the footer to find contact info—and conversion rates showed it.
Before:
- Long paragraphs
- No images or testimonials
- Zero emotional connection
After working with our team:
- A bold, client-focused headline led the page
- A professional photo and warm welcome paragraph added personality
- A “Book Your 30-Minute Call” button appeared right under the intro
- A sidebar quote from a satisfied client added trust
Result:
The firm saw a 40% increase in About Page click-throughs to the Contact page—without changing anything else on the site.
Want to see how a redesign could boost your conversions too? Start with our websites for financial advisors service page.
Your About Page Must-Have Checklist
Before you hit publish, make sure your About Page includes these essentials:
- A client-focused headline that speaks to their goals—not just your credentials
- A short, empathetic paragraph about why you do what you do
- 2–3 mini case studies or testimonials with names and real outcomes
- A clear call-to-action button like “Book the 30-Minute Call”
- Scannable layout with subheadings, bullets, and short paragraphs
- A professional headshot and branded banner that visually align with your firm
Not sure if your current page measures up? Explore our web design and development process for financial advisors to learn how to refine it with strategy and clarity.
FAQs: Optimizing Your About Page
How long should my About Page be?
Aim for 300–500 words. That’s long enough to build trust but short enough to stay skimmable. Use clear formatting, and always include a CTA. For help refining length and layout, explore our content writing services for financial advisors.
What tone works best for financial advisors?
Professional, yes—but also warm, conversational, and client-focused. Avoid being overly corporate. Your About Page should feel like a handshake, not a brochure.
Do I need video or is text enough?
Video can boost engagement, especially if you’re personable on camera. But a well-written page with photos, quotes, and strong layout can be just as effective.
Can I link to my About Page from ads?
Yes—especially from brand-awareness campaigns. Just make sure the page is optimized to convert. See how lead generation strategy supports this funnel.
How often should I update my About Page?
Revisit it at least once a year or after any major brand or team change. Fresh photos, updated metrics, and new client quotes keep it relevant.
Make Your About Page Your Secret Sales Tool
Your About Page isn’t just about you—it’s about building a bridge between your expertise and your client’s concerns. By avoiding common about page mistakes and implementing the fixes we’ve covered, you can turn this often-overlooked page into one of your site’s most persuasive tools.
A thoughtful About Page builds trust, communicates your value, and encourages action.
Ready to see real results? Book a 30-minute call with our web-design experts at Midstream Marketing or call us directly at 740-264-6714.
