Can An 'About Us' Page Convert? It Sure Can – Here's How
First published in 2014, rewritten in 2026 so the advice holds today.
The 'About Us' page is still the one most businesses can't be bothered with. It gets written in an afternoon, stuffed with mission-statement language, and left untouched for years while every other page on the site gets tested, tweaked and optimised.
That's a mistake. This page often gets found by people who are close to buying but need reassurance first, particularly if they've never bought from you before. Get it right and it can genuinely move people towards a purchase. Get it wrong and you've wasted one of your highest-intent pages on filler copy.
Focus on the customer, not yourself
The page exists to tell people about you, but that doesn't mean it should read like a press release. Everything on it should be framed around what the reader gets, not what you've achieved.
- Say what you do, but explain how it benefits the customer
- Say what you believe in, but connect it to why that matters to the people you serve
- Avoid listing awards or milestones unless they translate into a reason to trust you
If a sentence could be read aloud at an internal awards dinner and nowhere else, cut it.
State your promises and guarantees clearly
If you offer guarantees, free returns, UK-based support, fast delivery or anything else that reduces risk for the buyer, this page is a natural place to repeat it. Don't bury it in a footer link.
The tone matters more than people think. "We care about getting this right for you" lands better than "buy now and get free returns". The first builds trust; the second reads like every other promotional banner on the site.
Use trust signals your reader can actually check
In 2014 a warm story was usually enough on its own. In 2026, readers are more sceptical and more likely to check claims before they buy. Genuine reviews, a real Companies House registration, visible customer service contact details, and honest information about who runs the business all do more work now than they used to.
This doesn't replace a good story, it sits alongside it. A short, honest account of why the business exists still works well, provided it's backed up by evidence the reader can verify elsewhere.
Appeal to emotion, but keep it honest
A page of dry facts won't move anyone. A short, human account of why you started the business, who you help, or what problem you solve will do far more. Keep it brief and specific rather than grand or preachy. One real detail beats three vague claims about "passion" or "excellence".
Make the next step obvious
If someone reads your About Us page and is persuaded, don't make them hunt for what to do next. A clear, low-pressure call to action, such as a link to your products, a contact form, or a newsletter sign-up, should be visible without needing to scroll back through other pages.
Keep it subtle. This isn't the place for a hard sell, but there should always be an obvious, easy route forward for someone who's ready to act.
The takeaway: an About Us page written around the customer, backed by verifiable trust signals, and finished with a clear next step will do more for your conversion rate than most businesses expect from a page they consider an afterthought.