The Missing About Page
Lately, as I look at new startup websites, I’m often surprised by something small but telling. Many don’t have an About or BIO page.
I see a Product/Services page.
Sometimes, a Projects page.
Sometimes a Demo page with a call to “Try Us.”
Sometimes, a Pricing page.
A Contact page that often says little about where the company is based.
And that’s it.
No BIO or About page. No context about who built the company, where they come from, or their mission and vision.
When I land on a site, I still want to know who’s steering the ship—and what brought them here.
In a product-centric era, it’s easy to treat the About page as optional. Perhaps there’s a quiet assumption that the product speaks for itself.
From my work as a brand architect, I’ve se
en how founder presence embodies leadership and ownership. That signal gives a company’s positioning more weight and visibility.
An absent About or BIO page does more than omit information. It leaves the company untethered, floating in a growing cyber ocean where many sites start to feel like “just another AI startup.”
Especially now, when it’s getting harder to tell which sites represent real people running a legitimate business—and which ones are scams.
More than ever, people want a human connection. Founder presence and company brand help build trust with customers, partners, and investors. A compelling story can capture attention and linger in the reader’s mind.
Think of your website as your company’s front door and calling card. Early on, it reflects the best of your current self as a creator. Over time, as your company and offerings evolve, so do you as a founder.
Being mindful of how you cultivate your brand over time becomes part of the entrepreneurial journey itself. One of the pleasures of my work as a brand strategist is observing how long-time clients—and their brands—grow and mature together.
As tools grow more powerful, context matters more, not less.
So, when someone lands on your site today, how do you establish trust and spark interest?
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© My-Tien Vo – February 5, 2026
