The About page is one of the most visited sections on any website. It typically ranks 2nd or 3rd in traffic, right behind the homepage and the pricing page. Yet 95% of About pages are written like corporate resumes — and resumes don't sell.
"We are a company specialized in... since 2015... Our team of passionate... Our mission is to..." This kind of writing leaves visitors indifferent. Why? Because they don't see themselves in it. They don't see the problem your company solves for them.
We analyzed 35 About pages from companies that convert above their industry average: SaaS startups, agencies, freelancers, e-commerce brands. The result: 7 recurring patterns and 3 fatal mistakes to avoid.
Why the About Page Matters
Three reasons explain the strategic impact of this page:
- It's the 2nd or 3rd most visited page on your site, after the homepage and pricing. It gets significant organic traffic.
- It's the moment of truth — the visitor decides whether your company is trustworthy. Before buying, they check who's behind the product.
- It's a unique opportunity to create an emotional connection. People don't buy products; they buy stories and trust relationships.
The 7 Patterns
| Pattern | % of High-Performing Pages | Goal |
|---|---|---|
| 1. Problem Storytelling | 74% | "I lived this problem, I built the solution." |
| 2. Values + Proof | 63% | "Here's what we believe, here's how we prove it." |
| 3. Customer First | 57% | "You have this problem? We're here for that." |
| 4. Inspiring Vision | 49% | "The world we want to live in." |
| 5. Radical Transparency | 43% | "Here are our numbers, failures, and learnings." |
| 6. Content Hub | 37% | "Our thinking, expressed through our articles." |
| 7. Strong Call to Action | 34% | "Ready to work with us? Here's the next step." |
Pattern 1 — Problem Storytelling (74%)
The page doesn't start with "Who we are" or "Our mission." It starts with the problem that sparked the company. This creates an instant emotional connection. The visitor recognizes the struggle and wants to know the solution.
Why It Works
Problem storytelling lets the visitor identify with the founder. If they've faced the same difficulty, they feel understood and become receptive to the message. It's the classic mechanism of identification: we're more likely to listen to someone who's been through what we've been through.
Example — Apple's original story
Apple's About page didn't start with "We make computers." It started with:
"Two friends in a garage. One wanted to make technology accessible to everyone. The other wanted to build the best tools for creative people. They didn't have money. They had an idea."
Why it works: The garage narrative is the ultimate problem-storytelling device. Two guys with a problem (tech was too complex, too expensive) built a solution in the most humble conditions. Every visitor roots for the underdog.
Structure to follow
- Before: The problem the founder experienced
- Pivot: The moment the solution was conceived
- After: The result (today's company)
- Invitation: How the visitor benefits from this solution
Pattern 2 — Values + Proof (63%)
Values alone aren't enough. Everyone claims to value transparency, innovation, or excellence. What makes the difference is concrete proof that these values are actually lived.
Bad example
"At XYZ, we value transparency."
Good example — Basecamp
"We believe fewer meetings = more work. Proof: we eliminated weekly team meetings in 2019. Our productivity has increased 30% since then."
Why it works: Proof makes the value tangible. The visitor believes Basecamp truly values reducing meetings because they've actually done it and measured the result.
Example — Patagonia
"We're in business to save our home planet. Proof: we donate 1% of sales to the preservation and restoration of the natural environment. Since 1985, we've given over $140 million."
Why it works: The value (environmental stewardship) is backed by a specific, verifiable commitment. No vague claims — just a track record spanning decades.
How to apply this pattern
- Value: "We believe in X"
- Proof: "Here's how we concretely applied X"
- Result: "Here's what changed (numbers, testimonials, facts)"
Pattern 3 — Customer First (57%)
The About page talks about the customer, not the company. This perspective shift is one of the most powerful changes you can make.
Winning structure
- You (the visitor) have a problem
- We experienced the same problem
- Here's how we solved it
- And how we can help you today
Example — Stripe
Stripe's About page doesn't start with "We're a payments company." It starts with the developer's pain:
"Building a business on the internet should be simple. You shouldn't need a finance degree to start accepting payments. Stripe was built for developers who wanted to get started fast."
Why it works: The subject of the first sentence is "you" (the developer), not "we" (Stripe). The problem is stated from the visitor's perspective.
Example — Slack
"Make work life simpler, more pleasant, and more productive."
Not "Slack is a messaging app for teams." The page leads with the benefit to the customer, then explains the tool.
The "You vs. We" Rule
Reread your page and count the number of "we," "our," "us" versus "you," "your." If "we" outnumbers "you," the page is company-centric. Target: at least 2 "you" for every 1 "we."
Pattern 4 — Inspiring Vision (49%)
What world is the company building? High-performing pages don't describe what they do — they describe the change they want to see in the world.
Example — Tesla
"To accelerate the world's transition to sustainable energy."
Not "We sell electric cars." Not "We were founded in 2003." A vision that makes people want to participate.
Example — Google
"To organize the world's information and make it universally accessible and useful."
Example — Airbnb
"Belong anywhere."
The vision test
If your About page could be a competitor's with a few word swaps, your vision isn't specific enough.
Generic: "Deliver the best X solution to our customers."
Specific: "Let every freelancer invoice their clients in under 30 seconds."
Pattern 5 — Radical Transparency (43%)
Showing behind-the-scenes, numbers, failures — it's a calculated risk that pays off. Transparency builds trust that no marketing claim can match.
Example — Buffer
Buffer publishes all its numbers: revenue, salaries, diversity stats, strategic decisions, even failures. Their About page includes a live dashboard of company metrics.
"We believe in transparency. Here are our numbers. Every employee's salary is public. Our revenue is public. Our roadmap is public."
Why it works: No other company does this. Buffer turns transparency into a competitive advantage.
Example — Mailchimp (original version)
Mailchimp published its annual revenue ($1 billion), employee count (1,200), and explained how the company operated without venture capital funding.
Example — Everlane
"We believe customers deserve to know what their products cost. Here's the breakdown: materials, labor, duties, transport. And here's our markup."
Everlane calls this "Radical Transparency" — it's their entire brand identity.
Pattern 6 — Content Hub (37%)
The About page becomes a gateway into the company's thinking and content. A visitor arriving on this page already has interest — give them something deeper to explore.
Structure
- "Here's who we are" (1-2 sentences)
- "Here's how we think" — links to key blog posts
- "Here's why we write" — manifesto/vision
- "Read our best articles" — curated selection of 3-5 posts
Example — Linear
Linear's About page is minimal: a short manifesto about building better software, followed by links to their blog, their engineering philosophy, and their product principles. It treats the About page as the entry point to a broader content ecosystem.
Example — Zapier
Zapier's About page introduces the team briefly, then immediately directs visitors to their culture blog, engineering blog, and remote work resources.
Pattern 7 — Strong Call to Action (34%)
The About page must end with a clear action, not a timid "Contact us."
Examples of effective CTAs
- "Ready to work with us?" → Link to contact form
- "Have this problem too?" → Link to signup
- "Join a team that shares your values" → Link to job listings
- "Try our product" → Link to homepage / free trial
Example — ConvertKit
"Ready to build your audience? Start your free trial. No credit card required."
Why most pages fail
They end with "Learn More," "Contact," or worse — nothing. Without clear direction, the visitor hesitates and eventually leaves.
Table — Structure of an About Page That Converts
| Section | Content | Length | Goal |
|---|---|---|---|
| Hook | The problem you solve | 1-2 sentences | Instant identification |
| Problem story | How you experienced this problem | 3-5 sentences | Emotional connection |
| The pivot | The moment you created the solution | 2-3 sentences | Suspense |
| Solution described | Product/service today | 3-4 sentences | Clarity |
| Values + proof | What you believe (proven) | 4-6 sentences | Credibility |
| Vision | The world you're building | 2-3 sentences | Inspiration |
| Social proof | Testimonials, numbers, logos | 3-5 items | Trust |
| Call to action | Clear next step | 1 sentence | Conversion |
The 3 Fatal Mistakes
Mistake 1 — The Corporate Resume
"We were founded in X. We have Y employees. We serve Z clients. Our team consists of..."
Why it's fatal: Nobody buys a resume. The visitor doesn't care about your founding date. What they care about is how you'll solve their problem.
Fix: Start with the customer's problem, not the company's history.
Mistake 2 — No Identified Problem
If the visitor doesn't understand what problem you solve within 3 seconds, they leave.
Fix: Test the page with someone who doesn't know your company. Ask them "What problem do they solve?" after 3 seconds of reading.
Mistake 3 — No Personality
About pages that convert have personality: a tone, a style, a unique voice. Pages without personality are forgettable.
Fix: Write like you talk. Use your real voice, not corporate language.
Companies With the Best About Pages
| Company | Primary Pattern | Why It's Great |
|---|---|---|
| Apple | Storytelling + Vision | The garage origin story is legendary |
| Basecamp | Values + proof | Every value is backed by evidence |
| Stripe | Customer first | Speaks to developers, not itself |
| Buffer | Storytelling + Transparency | Publishes all company metrics |
| Patagonia | Values + Vision | $140M donated proves the mission |
| Mailchimp | Transparency + Content | Published revenue and operating principles |
| Superhuman | Inspiring Vision | "The fastest email client in the world" |
| ConvertKit | Problem Storytelling | Nathan Barry's personal story is compelling |
| Linear | Content Hub | Manifesto + articles + product principles |
| Everlane | Radical Transparency | Full cost breakdown for every product |
| Zapier | Content Hub | Culture blog + remote work resources |
| Airbnb | Vision | "Belong anywhere" — three words, one vision |
| Tesla | Vision | "Accelerate sustainable energy" — a mission, not a tagline |
FAQ — 35 About Pages That Turn Visitors Into Clients
Why is the About page so important for conversion?
Three reasons: it's the 2nd or 3rd most visited page; it's the moment of trust before purchase; and it's the only page where you can build an emotional connection without a sales pitch.
What are the 7 patterns of high-converting About pages?
- Problem Storytelling (74%) — lead with the founder's struggle
- Values + Proof (63%) — every belief backed by evidence
- Customer First (57%) — talk about the visitor, not yourself
- Inspiring Vision (49%) — the world you're building
- Radical Transparency (43%) — share numbers, failures, learnings
- Content Hub (37%) — gateway to your thinking
- Strong CTA (34%) — clear next step
What's the single biggest mistake companies make?
Writing a corporate resume instead of a customer-focused story. Start with the problem, not the company history.
Which US company has the best About page?
Apple's original story, Stripe's developer-first approach, and Basecamp's values-with-proof set the gold standard. Patagonia and Buffer are also top-tier.
How long should an About page be?
High-converting pages average 800–1,500 words. Short enough to scan, long enough to tell a complete story and build trust.
Should I include team photos?
Yes — but only if they look authentic. Stock photos of people shaking hands hurt credibility. Real photos of your actual team, workspace, or customers build trust.
How do I know if my About page is working?
Check three metrics: time-on-page (aim for 2+ minutes), bounce rate (aim for under 40%), and conversion rate from About page visitors to leads or trials. Hotjar heatmaps help too — do visitors scroll past your CTA?
Action Plan — Rewrite Your About Page This Week
- Identify the problem your company solves (1 sentence)
- Tell the story of why / for whom the company was created
- List values with concrete proof for each
- Describe the vision — the world you're building
- Add social proof — testimonials, numbers, logos
- End with a strong call to action — the clear next step
- Reread and cut everything that doesn't serve the visitor
Conclusion
35 About pages. 7 patterns. 1 lesson.
Your About page is not a resume. It's the first impression — your only chance to turn a curious visitor into an interested client.
Pages that convert:
- Start with the visitor's problem
- Tell an authentic story
- Prove their values
- Champion an inspiring vision
- End with a strong call to action
They don't talk about the company. They talk about the customer's problem, the story of the solution, and the vision for the world.
Article updated August 2026. Sources: analysis of 35 About pages, Hotjar engagement data, A/B test results (ConversionXL, Unbounce).
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