How to Write an 'About Us' Page for Your Website That Converts

Picture this scenario: a prospective customer lands on your website looking to solve a problem they're experiencing.

They're impressed with how polished you homepage is. They're blown away by how promising your products and services are. You appear to have exactly what they're looking for.

However, your competitors are offering something very similar. They want to learn more about you to see your key differentiators.

So they click over to your About Us page—expecting to find that last bit of proof they need to build trust with you.

What they get instead is… puffed‑up chest‑thumping. Maybe it’s slick mission statements, company accolades, or a detailed founding story—but little sense of how any of that helps them.

It’s all about you—and it doesn’t connect. So what happens next? They bounce right off your site and into the arms of your competitors.

Because when the About page doesn’t build relevance or trust, it offers no reason to stick around—and that makes your brand feel... said politely, irrelevant.

Here’s where things get interesting. Over 80% of consumers say they need to trust a brand before they buy. Yet the average website bounce rate sits between 41% and 55%, and spikes above 60% when pages don’t engage.

If your About page fails to speak to the visitor’s pain, it becomes a trap door into the exit pile.

In this article, we’ll walk you through exactly how to write an About Us page that tells your story—but sells your value. It’ll be skimmable, engaging, and strategically structured—all while weaving in AI for Business naturally—so you can stand out and turn interest into action.

why About Us pages matter (and why the numbers don’t lie)

An About Us page isn’t just a static info dump—it’s a strategic trust-builder, a place where potential customers decide if you're credible, relatable, and better than the alternatives.

Trust is digital currency. According to Edelman’s 2021 Trust Barometer, trust is among the top factors influencing buying decisions—often above brand likeability. Further, 52% of site visitors expect an About Us page to feel confident in a brand.

A poorly written or stale About page erodes that trust instantly, leaving visitors skeptical and disengaged.

conversion benchmarks from real sites

• The average landing page conversion rate across industries is 2.35–4.3%, depending on the source. With optimization and focus, top performers hit 11% or more.
• Personalized CTAs convert up to 202% better than generic ones.
• Landing pages with a clear, single CTA perform dramatically better: fewer navigation options can boost conversions by up to 371%

social proof & testimonials make all the difference

• Pages with testimonials or social proof see a 34% lift in conversions.
• Adding video testimonials can increase conversions by up to 80%, and users are 50–70% more likely to buy after watching them.

speed and design impact everything

• A single second of load delay can reduce conversions by 7%, while pages that load in under 2 seconds convert at nearly 9.6%, compared to 3.3% for slower-loading version.
• User experience matters: 88% of users are less likely to return after a bad experience, and 47% expect pages to load within two seconds.

trust signals & credibility

• Trust signals—like certifications, case studies, live chat availability, guarantees, or recognizable client logos—can significantly reduce anxiety and boost conversions.
• Your About page often serves as a key trust anchor in Google’s E‑E‑A‑T evaluation: it’s part of how the search engine judges whether your brand is established and reliable.

why this all adds up

• When trust is present and anxiety is minimized, conversion goes up.
• When testimonials and video proof are visible, visitors feel seen and understood.
• When CTAs are focused and personalized, action becomes easier.
• When load times are fast and UX is clean, visitors don’t get annoyed and bail.
• When trust signals are prominent, credibility isn’t just assumed—it’s earned.

The bottom line: a conversion-optimized About Us page—one that speaks to visitors, not just to your history—consistently outperforms generic brand‑centric pages.

If it’s structured to deliver value first, trust second, and story third—you’re not just informing your audience; you’re converting them.

key sections of a value‑first “About Us” page

Here’s a deeper dive into each section—bringing in stats and concrete advice without fluff, so you can land around ~500 words total for this part.

1. hook with customer‑first value

Kick off your About page by leading with what the visitor gains, not your founding date.

This is your pivot point. According to one study, over 52% of people click an About page to determine if they can trust your company—mission or not.

Take Grace Capital Church’s About Us hero, for example. Even before they mention who they are or what they believe, they lead with the value you’ll get from joining their Pembroke, New Hampshire community—a place to grow, belong, and be accepted.

It’s their story, told through your experience.

2. introduce the people, culture & values

Humanize your brand. Team bios or photos build connection. Explain how your culture or values align with outcomes: transparency → honest communication, innovation → smarter results, etc.

Here’s the kicker: adding just one testimonial tied to real results (like “We cut onboarding time by 40%”) can boost conversion by 34%.

OnPoint Nutrition nails this with a dedicated “Meet Our Dietitians” section that doesn’t just show smiling headshots—it invites visitors to explore each team member’s background.

With credentials front and center and links to deeper bios or LinkedIn profiles, they make it easy for potential clients to connect with the real people behind the service.

It’s transparency that builds trust before the first conversation even happens.

3. credibility: brands, awards & social proof

Displaying client logos, certifications, awards, or media mentions builds status—but even better when paired with benefit-driven language. “Trusted by XYZ Inc., helping them scale 3× in six months” hits harder than “worked with XYZ”.

Statistics show that brands leveraging social proof prominently reduce anxiety and increase trust—key drivers in customer decisions. A branded About page becomes not just a story, but evidence-backed credibility.

OnPath gets social proof right by putting real customer voices front and center. Their testimonial carousel doesn’t just say “we help people”—it shows the impact through personal stories tied to specific outcomes.

Whether it’s surviving a financial crisis or navigating a mortgage with ease, each quote reinforces trust, relatability, and results. Paired with a bold headline about helping 85,000+ members, it turns praise into proof—and proof into persuasion.

4. supporting details: timeline, locations & certifications

That “trust anchor” isn’t just about storytelling—it’s also structural reassurance:

• A timeline reinforces longevity and evolution.
• Locations (e.g. local office or global presence) validate legitimacy.
• Certifications matter, especially in regulated industries.

Together, these details support the brand narrative and reduce buyer friction. According to conversion research, visible trust signals increase conversion significantly.

ROI Training does a great job here—turning what could be a simple list of awards into a timeline of trust.

By showcasing years of consistent recognition from respected organizations like Google Cloud and Brandon Hall, they’re not just listing accolades—they’re proving staying power, specialization, and industry leadership.

It’s a subtle but powerful way to say: we’ve been delivering excellence year after year—and here’s the proof.

5. wrap‑up with a strong value‑driven CTA

A call-to-action isn’t a afterthought—it’s the point of the page. Whether it’s “Let’s talk”, “Download our impact story”, or “See our services”, your CTA should:

• Be action-oriented (verbs like “See,” “Download,” “Connect”).
• Focus on what’s next for the visitor (not “learn more about us”).
• Be in a logical spot—testimonials above are good, CTA below that nudges next step.

Optimized CTAs (personalized, benefit driven) convert up to 200% better
than generic ones and help capture momentum from your visitor’s journey.

Lingualinx, a language service provider, nails the wrap-up with a CTA that’s both clear and confidence-building.

Instead of just dropping a “Contact Us” button and calling it a day, they walk you through exactly what happens next—Request a Quote, Get a Content Review, Choose LinguaLinx.

It sets expectations, reduces friction, and ends with a no-nonsense invitation: Get a Quote. Simple, structured, and visitor-focused. Who wouldn’t want that?

layout tips for skimmability & impact

Even the best About Us content can flop if it’s buried under a wall of text. Layout isn’t just a “nice to have”—it’s your silent salesperson.

Here’s how to keep things tight, clear, and conversion‑friendly:

headings that help, not hinder

Use H2s and H3s with relevant keywords baked in. Things like:

• “Our Mission & Values”
• “Meet the Team”
• “What We Stand For”
• “Why Clients Choose Us”

These headings don’t just guide your reader—they help with search engines, too.

structure that sells

Keep paragraphs short and snappy. Two to three sentences max. Big blocks of text = reader fatigue. And fatigued readers bounce.

Use bullet lists wherever you can. They’re great for things like:

• Core values
• Benefits of working with you
• Awards and certifications
• Client types you serve

Visually, bullets create pause points—great for scanners who want to absorb info without committing to a full read.

bold the gold

Bold key takeaways to stop the scroll. Think of it like highlighter for your most persuasive points.

Don’t overdo it, but don’t be shy either. If someone’s skimming, your bolded phrases should give them the gist.

visual rhythm

Don’t forget whitespace. Spacing is a silent communicator—it makes your page feel open, inviting, and digestible.

common mistakes to avoid (and how to flip them)

About Us pages often get overlooked in strategy meetings—and it shows.

Here are the most common pitfalls we see (and how to dodge them like a pro):

mistake #1: it’s all about you

Yes, it’s your About page. But if every sentence is focused on your accolades, your mission, your growth—you’ve missed the mark.

Visitors want to know: what does that mean for me?

Flip it: Tie every credential or milestone back to customer value. “We’ve served 2,000 clients across 15 industries—which means we know how to handle unique challenges like yours.”

mistake #2: vague, overused language

“We’re passionate. We value excellence. We deliver solutions.”

Cool. So does everyone.

Flip it: Be specific. What does “excellence” mean in practice? Fast turnarounds? Zero rework? Measurable ROI? Show, don’t tell.

mistake #3: outdated content

An About page that hasn’t been updated since 2019? Yikes. Stale bios, old photos, irrelevant testimonials—they all signal neglect, not credibility.

Flip it: Schedule quarterly content reviews. Refresh stats, bios, awards, and messaging. Keep it current to keep it credible.

mistake #4: no clear CTA

The About page builds trust—don’t let it fizzle out with a dead end. If your visitor’s ready to act, give them the runway.

Flip it: Add a value-driven CTA at the end: “Let’s talk,” “Get a quote,” “Meet the team,” or “See how we work.” Make it clear, clickable, and contextual.

wrap-up: make your about page work as hard as you do

By now, you know your About Us page isn’t just a polite introduction—it’s a quiet closer. A trust builder. A subtle (but powerful) part of your conversion strategy.

You’ve learned how to lead with value, frame your story through your customer’s lens, spotlight your people, back it all up with credibility, and guide visitors to take the next step. Structure, tone, testimonials, and layout—all working together to turn curious visitors into confident leads.

Because when you shift from “this is who we are” to “this is what it means for you,” you don’t just inform—you connect.

I’ve seen this transformation play out across dozens of brands over the years. About Us pages that once felt flat suddenly start pulling their weight—raising trust, lowering bounce rates, and turning into legit growth drivers.

Ready to put yours to work? If your current About page (or entire site) feels outdated, bloated, or just a little “meh,” it might be time to rethink the whole experience. We design websites that build trust and convert—and we can help you do the same.