How to create an effective ‘About Us’ page
Among all website pages, the design of the “About” section is often the most easily underestimated. However, it serves a fundamental purpose: to enhance the website’s online reputation and increase conversion rates.
Why is the ‘About’ page crucial
This section acts as your site’s primary trust signal. Like testimonials, logos, and certifications, a well-designed “About” page can:
- Address visitor doubts
- Humanize your brand
- Guide users toward conversion
Basic elements that need to be included
1. Brand Story
- Features a timeline of key milestones since founding
- Includes subpages for corporate values (“TAGFEE”), team, and job opportunities
- Benefit: Transparency that builds trust
2. Psychological Principles
- Smiling team photos (increase conversions by 35% according to studies)
- Human faces create emotional connections
- Key Insight: Visual Website Optimizer proved this boosts credibility
3. Strategic Forms
Example: Derek Halpern’s Social Triggers
- Short form (name + email) in top-right corner
- Placement follows “F-pattern” reading behavior
- Result: Captures leads that would otherwise be lost
4. Video Content
Growing trend:
- By 2025, 85% of US web consumption will be video (Washington Post)
- National Geographic uses explainer videos about its mission
- Advantage: 60% of users prefer videos over text（Single Grain）
5. Impactful Testimonials
Example: FortyOne Twenty Inc.
- Displays highlighted client/partner endorsements
- Functions as social proof (WordStream ranks them #1 for building trust)
- Effect: Third-party recommendations are 5x more persuasive than self-promotion
Winning Design Checklist
✅ Authentic brand story ✅ Genuine team photos ✅ Distinct personality ✅ Visible lead capture form ✅ Concise corporate video ✅ Verifiable testimonials
Conclusion: This high traffic page is worth optimizing in order to convert curious visitors into potential customers. Invest in designs that reflect professionalism and transparency.