We pulled twelve months of analytics from a dozen service businesses — accountants, studios, contractors, consultancies. One pattern showed up in every single dataset: visitors who viewed the About page converted at 1.7–2.3× the rate of those who didn’t.
Why the About page punches above its weight
By the time someone clicks “About,” they’ve already decided your service might fit. Now they’re asking a different question: do I trust these people? That’s a buying question, and most About pages answer it with a stock photo and a mission statement written by committee.
What the high-converting pages had in common
- Real names and real faces — no team of silhouettes.
- A founding story with a specific moment in it, not “a passion for excellence.”
- One clear line about who the business is not for.
- A call to action at the bottom. Half of all About pages have none.
The homepage gets the traffic, so it gets the redesigns. But the About page gets the decision. Spend your next content afternoon there.
