About page lacks key elements

Most brands blame poor conversion on weak copy. But sometimes, it’s not the words—it’s how they’re shown. MUD/WTR’s “Our Story” page proves how great storytelling can lose impact when it’s trapped in walls of text and missing faces.

What’s Happening Here

The story is solid: a founder quitting coffee and creating a better ritual. But the presentation? Heavy paragraphs, no founder photo, no product visuals. The design makes it feel longer and harder to emotionally connect.

Why It Works (When Fixed)

• Short paragraphs make content scannable
• Faces build trust and relatability
• Product shots connect story to something tactile
• Visual breaks keep eyes moving
• Good design boosts comprehension by up to 89%

Real-World Proof

• Dollar Shave Club’s founder video personalized their pitch, leading to 12,000 orders in 48 hours
• Apple’s clean product layouts highlight design and value instantly
• Shopify’s founder stories pair human faces with crisp visuals, improving trust and retention