// Conversion
How to Write an About Page That Builds Trust and Converts (With Examples)
Your About page is often the second most visited page on your site. Learn how to write one that builds trust, tells your story, and moves visitors toward conversion.
Why Most About Pages Fail
Most About pages are narcissistic — they talk about the company's history, values, and mission in ways that have nothing to do with what the visitor cares about. The visitor's question isn't 'who are you?' It's 'can I trust you to solve my problem?'
Great About pages answer that question while also being genuinely human and memorable.
The Structure of a High-Converting About Page
- Opening: Lead with what you do for customers, not your founding story
- Why us: The specific reason customers choose you over alternatives
- Team/Founder: Real photos, real names, brief human bios
- The story: How and why you started — connect to customer pain
- Social proof: Key metrics, notable clients, media mentions
- Values: Only if they're specific and verifiable, not generic
- CTA: Invite the next step — don't let visitors exit from your About page
The Founder Story That Actually Works
The most effective founder stories follow a specific structure: I had the same problem you have → I couldn't find a good solution → I built one → now it helps X customers. This positions your background as relevant to the visitor's situation rather than a vanity piece.
Include a real photo of yourself. Businesses with founder photos on their About page convert 30–40% better than those with only headshots or no photos at all.
About Page SEO
Your About page can rank for branded searches and entity queries. Include your company name, founder name, location (if relevant), and industry. Use Organization and Person schema markup. This also helps Google understand your E-E-A-T signals.