How to Write an About Us Page That Converts (Template + Examples)
Turn your About page from a boring biography into a trust + conversion asset — with a reusable template for startups, freelancers, and tool brands.
People don’t visit About to read your childhood story. They visit to decide: “Can I trust these people with my time / money / data?”
What a converting About page must answer
- Who you help
- What outcome you create
- Why you’re credible
- What to do next
Page template (copy this)
1) Hero promise (not “Welcome”)
“We build free AI tools so creators can write captions, bios, and outreach without paying five subscriptions.”
2) Origin in one paragraph
One problem you saw → what you built → who it’s for now. Keep it under 80 words.
3) Proof strip
- Numbers (tools, users, generations) when true
- Logos / press / notable users if you have them
- A short testimonial
4) Values as behaviors
Don’t list “integrity.” Say: “No login wall. No fake ‘pro’ upsell. You own your output.”
5) Team / face
One real photo + 2-line bio beats a stock collage.
6) CTA block
Primary: try a tool
Secondary: contact / newsletter
Examples by business type
SaaS / tools
Lead with product outcome → mission → roadmap honesty → CTA to flagship tool.
Freelancer
Lead with niche + result → process → selected work → book a call.
Local / service
Lead with service area + promise → credentials → reviews → contact.
SEO notes
- H1 includes “About” + brand or niche
- One internal link to your best product/tool page
- FAQ: “Who is behind X?” / “Is it free?”
Related guides
Frequently asked questions
How long should an About page be?
400–800 words is enough for most brands. Add depth only if trust requires it (regulated niches, high ticket).
Should founders write in first person?
Yes for early-stage and freelancer brands. Use “we” once the brand is clearly a team product.
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