Found it... eventually... (Edited my post above)
Too much words, words, words, words, words, (something important), words words words words (something important) words words words words...
Save the "what we are about" for the "what we are about" page... Or have it follow the important stuff... (The links clearly marked as what they are, not just a hyperlink sentence.)
EG...
Bad use of a link...
This is a link to something you might need^^^ Not an obvious link. Looks like just colored text.