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Best About Section Design
The about section introduces the team, story, and mission behind the product. Explore 28 scored examples and see what the best do differently.
Updated October 2026
Showing 1–28 of 28 examples
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Hello Inbox Marketing About Design
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Hubble Healthcare About Design
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Fuzzy AI Lead Generation About Design
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Fuzzy AI Lead Generation About Design
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Ziflow Design Tools About Design
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Scalingo Developer Tools About Design
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own.page Creator Economy About Design
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Vero SaaS About Design
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UserGems SaaS About Design
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Too Good To Go Software About Design
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Scout AI About Design
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Scout AI About Design
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Scout AI About Design
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RevShoppe B2B About Design
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ProductLed B2B About Design
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Magoosh EdTech About Design
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GotPhoto SaaS About Design
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Comet SaaS About Design
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Comet SaaS About Design
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Bizzdesign SaaS About Design
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Anterior AI About Design
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Alan InsurTech About Design
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Alan InsurTech About Design
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Ahrefs SaaS About Design
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SupportNinja B2B About Design
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Legora AI About Design
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Brighterway HR Tech About Design
What makes a good about section?
An about section introduces the people and the mission behind the product, right on the landing page. Its job is trust: showing that real people build this, before the visitor reads the full story elsewhere.
What the best about sections do:
- Show real photos. The team at work, not stock pictures. 58% of the about sections we scored do this.
- Give a sense of the culture. Specific cues about how the team works, not "innovation, excellence, integrity". 54% do.
- Link to the full about page. The section is a teaser, not the whole story. 42% do.
What We Learned From Analyzing About Sections
What Makes a Good About Section?
We checked the about sections in our library for the elements below. The lower the number, the fewer pages do it, and the bigger your edge when you add it.
Founder story
Origin narrative. Why the company exists and what problem sparked it
33%
Learn more CTA
A link to a dedicated about page for the full story. Exploration path
42%
Culture signals
Values, work culture, personality cues. Brand identity beyond the product
54%
Real photos
Actual team or founder photos, not stock imagery. Authenticity you can feel
58%
| Element | What it means | Use it | Type |
|---|---|---|---|
| Founder story | Origin narrative. Why the company exists and what problem sparked it | 33% | Opportunity |
| Learn more CTA | A link to a dedicated about page for the full story. Exploration path | 42% | Opportunity |
| Culture signals | Values, work culture, personality cues. Brand identity beyond the product | 54% | Common |
| Real photos | Actual team or founder photos, not stock imagery. Authenticity you can feel | 58% | Common |
One surprise: a third of about sections tell the founder story, but the highest-scoring ones don't. They keep the origin story for the dedicated about page and use the section to show who the team is today.
How We Score Each About Section
We check every about section against a weighted checklist, from the page itself and its screenshot:
- People: real photos, signs of the culture
- Story: the founder story, a link to the full about page
Real photos and culture signals weigh the most, because the highest-scoring about sections have both. Sections flagged best-in-class are picked by hand from the highest scores.
Interactive quiz
What would your about section score?
Question 1 of 4
0%
Do you use real team or founder photos, not stock?
Natural photos at work, in meetings. Visitors see humans, not a brand
What the Best About Sections Have in Common
8 about sections in our library are flagged best-in-class, Ahrefs, SupportNinja and Comet among them. They do three things together:
- Real team photos. Not corporate headshots on white backgrounds: people at work, in meetings, at events.
- Concrete culture signals. Specific cues about how the team works and what drives it, not generic values.
- A link to the full about page. "Our story" or "Learn more about us" takes curious visitors to the full narrative without cluttering the landing page.
100/100Why Weak About Sections Fall Short
The weakest about sections talk about the company without showing the people. 42% of all about sections use illustrations or stock pictures, which undermines trust in the very section meant to build it. 58% are dead ends with no link for the visitor who wants to know more.
The fix: add a real team photo, even a smartphone shot, and a "Learn more" link.
Want to know which best practices your about section is missing? Get your 3 free opportunities →
10/100
Curated by
Gabriel Amzallag , Founder, Web Anatomy
5 years CRO + SEO at Qonto (2021–2025). After advising 15+ SaaS on their websites (Payfit, Pigment…), the same patterns kept breaking, so I decided to build the source of truth on what works on the web: the intelligence layer every tool, builder, and team uses to ship sites that perform.
Keep exploring section examples
Real examples from top landing pages, scored and analyzed.
[FAQ]
ABOUT SECTION: FREQUENTLY ASKED QUESTIONS
Everything you need to know about about section design, based on our analysis of real landing pages.
Do I need an about section on my landing page?
[01]It depends on your conversion goal. For homepages and product pages, a short about section helps humanize the brand. For campaign landing pages (webinar, ebook), it's usually unnecessary. Across the 28 about sections in our library, they appear mostly on homepages and product pages, rarely on campaign pages.
How do I get team photos if we're fully remote?
[02]A coordinated smartphone shoot is the easiest path: everyone sends a candid photo from their workspace on the same day, shot with natural window light. Alternatively, book a virtual photographer like Anchor Photo or hire a local one for each hub. Or stitch together screenshots from a real team call. It reads authentic because it is. Avoid compositing people into a fake group photo. Visitors spot it, and the section loses the trust it's supposed to earn.
What's the difference between an about section and an about page?
[03]The about section is a block on your landing page, 200-400 words max. It gives just enough context for the visitor to feel confident in the brand. The dedicated about page tells the full story: founders, timeline, mission, hiring. The best about sections act as a teaser with a "Learn more" link to the full page.
How often should I refresh the about section?
[04]Every 6-12 months, or whenever the team shape changes materially. Two triggers: headcount growth that leaves the photo looking thin, and a pivot that makes the culture copy feel off. Swap the team photo when you've hired or lost a third of the people pictured. Rewrite the culture signals after any major positioning change. Values that felt fresh a year ago often read as generic once the company has grown. A stale about section quietly tells visitors the site isn't maintained.
Where does the about section go on the page?
[05]Low on the page, after features and testimonials. The about section isn't a conversion lever. It's a reassurance layer for visitors who are already interested but want to know who's behind the product. Putting it up top steals space from the value prop. The right spot is between social proof and the final CTA, where a curious visitor can pause, feel the team, and decide to click. On a homepage, that's usually the second-to-last section before the closing CTA.
How do I test if my about section is effective?
[06]Check that the section shows real photos of the team and gives a sense of the culture. Then look for a founder story and a link that invites the visitor to learn more. Or get your 3 free opportunities, ranked with the evidence behind each.