In our analytics data, the About page is the second-most-visited and second-highest-converting page on a typical SME site — after the homepage. So why does yours feel like a wall of text?
Every analytics audit we run shows the same pattern. Visitors who reach the About page are significantly more likely to take an action — book a call, send an email, hit "buy" — than visitors who don't. Yet About pages are written last and rewritten never. That's the wrong order.
What an About page is for (and isn't)
It's not your story. Visitors don't care about the year you were founded or the mountain you climbed. They want one thing: proof that the company has values they can live with. The About page is where they decide whether to trust you.
It is for:
- Confirming you're real humans, not a shell with a logo.
- Showing how you make decisions (which signals how you'll behave on their project).
- Naming the people, the place, the values, the way of working.
A four-section About structure
1. The opener — one true sentence
Skip "Founded in 2014". Start with the strongest, most specific sentence you can write about what kind of company you are. "We are a small UK copywriting studio for ambitious B2B brands" is better than three paragraphs of mission-vision-values.
2. The people — names, faces, what they actually do
One photo per person, real names, real roles. Not a wall of stock smiles. Add one line each about a thing they care about outside work. Visitors read this section more carefully than any other on the page.
3. The way we work — make a decision visible
Visitors are trying to predict your behaviour on their project. Show them. "We don't take on more than four retainers at once" tells them how you'd treat them. "Our writers each have one client they're the primary on" is more useful than "we deliver quality work".
4. The values — three, with examples
Three values is plenty. Each one followed by one sentence of "what that means in practice". "Honesty over polish" isn't a value; "we'll tell you if your project doesn't need a copywriter" is.
The About page is the page where visitors stop researching and start trusting. Treat it like a sales page that pretends not to be one.
What to delete
If you have any of these on your About page, delete them today:
- The history/timeline section. Nobody reads it.
- The mission and vision statements. Nobody believes them.
- Stock photos of "team meetings". Nobody trusts them.
- The CEO quote about "passion". Nobody finishes it.
The fastest 30% conversion improvement on most SME sites isn't a hero rewrite or a CTA test. It's a serious About page. Spend an afternoon on yours.
