About us page: from company CV to lead machine

Your about us page is almost always one of your most visited pages, and almost never one you optimise. That is a waste, because a prospect who lands there is interested: they want to know whether they can trust you. The mistake most B2B companies make is turning it into a company CV. Treat your about us page as a conversion page that answers one question, what do you solve for the customer, and you turn trust into an enquiry. That starts with proof, real faces and a clear next step.

Measure it yourself: use the conversion rate calculator and see whether your ratio is where it should be for B2B.

Why your about us page matters more than you think

People who land on your about us page are rarely accidental visitors. They have already looked at your service, they are hesitating, and now they want to know who they would be working with. That makes it one of the most important moments in your conversion rate: the visitor is warm, all they are looking for is a reason to say yes or to drop out.

Yet most about us pages tell exactly the wrong story. A founding year, a mission full of big words, a few nice sentences about passion. That is information about you, not about the customer. And a visitor who finds no answer to “what does this mean for me?” is gone within seconds.

The old reflex is to think an about us page is only about you. In reality, it only performs once it focuses on the problem you solve. Just like any other landing page it has a goal, and that goal is not “telling people who we are” but “convincing a hesitant prospect to take the next step”. Treat the page that way and it belongs in your conversion optimisation, not in your archive.

What belongs on an about us page that generates leads?

An about us page that converts is not a collection of loose facts. It is a build-up that takes the visitor step by step from doubt to trust. Four building blocks do the work, and they come back in virtually every practical guide to the about us page.

Your story, but from the customer’s side

A story works, provided the reader recognises themselves in it. It is not about your founding date, but about the problem that made you start and that your customer still feels today. Explain why you exist in terms of the pain you take away.

Avoid self-congratulation and empty language. “We are a passionate team of experts” says nothing, because every company says it. Honesty works better: dare to name what you do not do, who you are not the right partner for, and where things went wrong before you got them right. That nuance makes you credible where superlatives never will.

Proof and cases

This is where the page is won or lost. Trust does not come from what you claim about yourself, but from what others say about you and from results you can show. Client logos, concrete numbers, a short case with a measurable result: that is what pulls a doubter over the line.

The power of social proof is not an assumption. Conversion Rate Experts says it helped Moz to more than a million dollars in extra revenue with a redesigned landing page in which testimonials and proof played a prominent role. The lesson is not “stick some reviews on it”, but: make your claims verifiable. Use real names, real numbers, real faces, so a visitor can check them.

The team

People buy from people, certainly in B2B where projects are long and contact is personal. Real photos and names lower the barrier more than an anonymous logo. As a small team that is your advantage, by the way, not your limitation: show that the person who takes the first call is also the one who does the work. That is exactly what big agencies cannot promise.

A clear next step

This is the building block that is missing most often. A visitor you have just convinced and who then has nowhere to click is a wasted lead. Give the page one clear call to action. As conversion specialist Oli Gardner of Unbounce puts it: “One Page, One Purpose.”

So do not stack five buttons on top of each other. More choices lower your conversion, not the other way around. Pick the one action that matches where the visitor is in their journey, booking an intake call or requesting a quote, and make it impossible to miss. If you want to dig into the mechanics, read how to optimise your lead form so the step becomes as small as possible.

How do you write an about us page without hollow corporate language?

The biggest pitfall is the company CV tone: “Founded in 2008, driven by innovation, with the customer at the centre.” It sounds tidy and says nothing. Every competitor writes the same thing.

Turn it around. Do not start with what you are, but with what the customer wants to solve. Compare:

Weak: “We are a passionate growth agency that helps clients excel.”

Strong: “You have traffic but too few enquiries. We steer on customers and revenue, not on vanity metrics, and we show you every month what it delivered.”

The second version is about the visitor and is immediately concrete. That is the same logic as behind a strong value proposition: start from the customer’s pain and gain, not from your self-image. Use plain, human words. “Help” lands harder than “facilitate”, “show” convinces more than “demonstrate”. And put your most important message at the top: research from the Nielsen Norman Group shows that most attention goes to what is visible above the fold, and that attention drops off sharply as soon as people have to scroll. What matters most therefore belongs at the top.

How do you optimise an about us page for conversion?

A good about us page is not finished once it is written. You treat it like every other page in your conversion optimisation: measure and adjust.

Start with speed. A slow page costs you leads before anyone has read a word. Every extra second of load time can measurably depress your conversion, so keep images light and the page uncluttered.

Then consider a short video. According to research by Eye View Digital, video on a landing page can lift conversion by up to 80%, because it builds trust and removes doubts faster than text alone. A face that tells you in thirty seconds what you stand for does what a wall of text does not.

And measure the result. The question is not “does the page look good?” but “how many enquiries does it deliver?”. Put a goal on the CTA, look at how many visitors take the step, and test variants of your headline and your proof. That is the difference between a business card and a lead machine.

Frequently asked questions about the about us page

How long should an about us page be?

Long enough to convince, short enough to be read. In B2B it can be a bit more extensive, because the stakes are higher. But put the most important part at the top, because most attention goes to what is visible without scrolling.

Should there be a photo of the team?

Yes. Real photos and names increase trust, certainly in B2B. An anonymous logo or a stock photo does the opposite. As a small team, being recognisable is precisely a selling point.

What is the biggest mistake on an about us page?

Writing it like a company CV full of empty language, without proof and without a next step. As a result, a prospect who trusts you still leaves the page without doing anything.

How many calls to action should I put on the page?

One clear one. More choices lower your conversion. Pick the action that matches the moment in the customer journey and make it impossible to miss.

How do I know whether my about us page works?

By measuring how many enquiries it delivers, not by how pretty it looks. Put a goal on the CTA and test variants of your headline and your proof.

Ready to turn your about us page into a lead machine?

An about us page that generates leads is not a matter of nicer words, but of the right structure: an honest story from the customer’s side, hard proof, real faces and one clear next step. Would you like us to look at your page and turn it into a conversion page that actually delivers enquiries?

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