How to Write an About Page That Actually Sells

Build an About page that converts visitors into customers with concrete metrics and revenue-focused copy.

1. Lead with your value proposition. Start with one sentence that explains what you do and for whom. Skip company history and founder backstories. Example: 'We help manufacturing companies reduce equipment downtime by 40% through predictive maintenance software.' Put this in the first 100 words where mobile users will see it.
2. Quantify your track record. Include 3-5 concrete metrics that prove you deliver results. Revenue generated, costs saved, time reduced, problems solved. Use specific numbers: '$2.3M saved for clients in 2025' beats 'significant cost savings.' If you're new, cite founder experience, certifications, or pilot program results.
3. Address the buying decision. Answer why prospects should choose you over competitors. Focus on differentiators that affect the buyer's bottom line: faster implementation, lower total cost, better support response times. Skip subjective claims like 'passionate' or 'innovative' unless you can quantify them.
4. Include social proof. Add 2-3 customer testimonials that mention specific outcomes. Client logos work if they're recognizable to your market. Case study links perform better than generic testimonials. If you serve enterprise clients, include company sizes or industries rather than individual names.
5. End with a clear next step. Tell visitors exactly how to engage: schedule a consultation, request a quote, start a trial. Include your main contact method and typical response time. Link to your contact page or booking calendar. About pages convert at 2-3% on average when they include a clear call-to-action.