Your About Page is Boring – Here’s How to Fix It

Your law firm’s About page might be the most important page on your website that you’re completely ignoring. While you obsess over your homepage and practice area pages, your About page sits there like that stack of continuing education certificates on your desk – technically important but gathering dust.

At PaperStreet, we’ve analyzed hundreds of law firm websites, and here’s the uncomfortable truth: Most About pages read like they were written by a committee of robots who’ve never met a human being. They’re stuffed with legal jargon, graduation dates, and about as much personality as a tax code amendment. But here’s the thing–your About page could be your secret weapon for converting visitors into clients.

Why Your About Page Actually Matters

Before we dive into the fixes, let’s talk about why your About page deserves more attention than your morning coffee ritual. This isn’t just another page that search engines crawl (though they do love a good About page). It’s where potential clients go to answer the most important question: “Can I trust this person with my legal problem?”

Think about your own behavior when you’re researching a service provider. You land on their homepage, maybe browse their services, but then what do you do? You head straight to the About page to figure out who these people actually are. Your potential clients are doing the same thing–except they’re dealing with legal issues that could dramatically impact their lives, businesses, or families.

The About page is where trust gets built or destroyed. It’s where you transform from “Generic Law Firm #47” into “The attorney who actually understands my situation.” Yet most firms treat it like an afterthought, copying and pasting partner bios from their bar association profiles and calling it a day.

The Anatomy of a Boring About Page

Let’s dissect what makes most law firms About pages as exciting as watching paint dry in a humidity-controlled room. These pages typically follow a predictable formula that goes something like this:

The Generic Opening

 “Smith & Associates has been serving the greater metropolitan area since 1987…” Stop right there. Nobody cares when you opened your doors. They care about what you can do for them today.

The Credential Dump

Next comes the inevitable list of every degree, certification, and professional membership since law school. “John Smith graduated magna cum laude from State University Law School, is a member of the American Bar Association, the State Bar, the Local Bar, the Bar Association Bar Association…” By the time readers finish this paragraph, they’ve forgotten why they visited your page in the first place.

The Vague Mission Statement 

“We are committed to providing excellent legal representation with integrity and professionalism.” Congratulations, you’ve just described every law firm that’s ever existed. This tells potential clients absolutely nothing about what makes you different or why they should choose you.

The Headshot Gallery 

Professional photos lined up like a police lineup, each accompanied by a paragraph that reads like a resume written by someone who’s never had a conversation with the actual attorney.

If this sounds familiar, don’t panic. The good news is that most of your competitors are making the same mistakes, which means fixing your About page gives you an automatic advantage.

What Your Clients Actually Want to Know

Before you can fix your About page, you need to understand what visitors are really looking for when they land there. They’re not conducting a background check or verifying your credentials (though credibility matters). They’re trying to answer much more personal questions:

Do you understand people like me? 

Your potential clients want to know if you’ve worked with people in similar situations. The small business owner facing a contract dispute wants to know you understand the unique pressures of running a business. The family going through a divorce wants to know that you get how emotionally draining the process can be.

Will you actually care about my case? 

Clients want to work with attorneys who are genuinely invested in their success, not just collecting fees. They’re looking for signs that you’ll treat their case with the attention and urgency it deserves.

Can I actually talk to you? 

Legal issues can be intimidating, and many people are nervous about contacting an attorney. They want to know you’re approachable and won’t make them feel stupid for asking questions.

What’s it like to work with you? 

The legal process can be mysterious and stressful for clients. They want to understand your communication style, your approach to cases, and what they can expect from the attorney-client relationship.

The Elements of an Engaging About Page

Now that we understand what doesn’t work and what clients actually want, let’s build an About page that people will actually read and remember.

Start with a Story 

Skip the founding date and jump straight into why you became an attorney. Maybe you started your practice after watching your own family struggle with a legal issue. Perhaps a particular case early in your career opened your eyes to an injustice you wanted to fight. Whatever your story is, lead with it. Stories create emotional connections, and emotional connections lead to phone calls.

https://www.kwgd.com/about/

Show Your Personality

Your About page should read like it was written by a human being. It’s not a legal brief. If you have a sense of humor, let it show (appropriately, of course). If you’re passionate about a particular cause, mention it. If you coach your kid’s soccer team or volunteer at the animal shelter, include it. These details help potential clients see you as a real person, not just a professional service provider.

https://bergermontague.com/about/ 

Address Their Pain Points

Instead of listing what you do, talk about the problems you solve. Rather than “We handle personal injury cases,” try “We help people rebuild their lives after serious accidents.” Instead of “Estate planning services,” consider “We help families protect what they’ve built for the people they love.”

https://crowleyfleck.com/about-us/

Include Client Success Stories 

Nothing builds credibility like results, but don’t just list case outcomes. Tell the story of how you helped someone navigate a difficult situation. Obviously, you’ll need to respect client confidentiality, but you can share general stories about types of cases and positive outcomes.

https://www.segalmccambridge.com/about/ 

Make It Scannable 

People don’t read websites. They scan them. Use headers, bullet points, and short paragraphs to make your content easy to digest. If someone can’t quickly find what they’re looking for, they’ll leave.

https://www.dsda.com/about-us/ 

The Power of Connection

Your About page doesn’t have to be boring. With some strategic thinking and a genuine personality, it can become one of your most powerful client acquisition tools. Remember, potential clients aren’t just looking for an attorney. They’re looking for someone they can trust with their most important legal issues. Your About page is where you make that crucial first impression.

The law firms that understand this will stand out in a sea of generic, boring About pages. At PaperStreet, we help law firms transform their digital presence by creating websites that genuinely connect with potential clients. The question is: Will you be one of them?