About Us Page Examples (199)

What the strongest about pages do differently

Sorting these 199 about pages by how they score against the conversion rubric, then comparing the strongest 39 with the weakest 39, is the fastest way to see what actually separates them.

Strongest 39Weakest 39Share of about pages in each band, 0 to 100%

The team

1. Leaders with job titles, see the about pages that have it
   18%92%
   +74
2. Team photos, see the about pages that have it
   31%100%
   +69
3. Named founders, see the about pages that have it
   18%87%
   +69
4. A stated headcount, see the about pages that have it
   15%38%
   +23
5. Stock imagery, see the about pages that have it
   21%3%
   -18

The story

1. A founding story, see the about pages that have it
   38%79%
   +41
2. An explanation of the product, see the about pages that have it
   85%100%
   +15

Proof

1. A funding mention, see the about pages that have it
   28%51%
   +23
2. Offices or locations, see the about pages that have it
   46%67%
   +21

How to structure an about page, by the numbers

The questions a team asks when it rebuilds an about page, answered from the 199 here. Where the strongest 39 and the weakest 39 disagree, that gap is the answer.

How many sections, and in what order?

6 between the navigation and the footer, half of them between 5 and 8.

Should the page show the team?

• Team photos on 77% of about pages
• Stock imagery on 14%

Photos of the real people is the cheapest of the big gaps to close, and the generic stock shot is the one pattern here that lands harder on the weakest pages.

Who gets named?

• Leaders listed with their job titles on 56%
• Founders named on 52%

Putting names and roles on the leadership team is the widest split in the set.

What story does the page tell?

• A line saying why the company exists on 96%, close to every page here
• A founding story on 66%
• A values section on 58%
• An explanation of what the company sells on 94%

How much does the page say about the company itself?

• Offices or locations on 58%
• A stated headcount on 29%

What proof belongs on an about page?

• A funding mention on 39%
• A customer logo wall on 29%

The logo wall barely moves between the bands, so it is table stakes rather than a differentiator on this page type.

Where does the page send people next?

• A careers link on 89%
• The ask comes back 2 times down the page, and 18% repeat it three times or more

The moves almost nobody makes

Each of these sits on fewer than a quarter of about pages, with the strongest one that uses it.

Press coverage on the page

23% show logos or quotes from the publications that covered them.

A video on the about page

19% embed a video, usually the founders saying the same story the page writes out.