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Why Your About Us Page Matters More Than You Think

Your About Us Page Might Be Working Harder Than Your Contact Page

Why the “leftover” page on your site deserves a second look — and how to fix it.

If you had to guess which page on your website closes more business — your About page or your Contact page — most business owners would say Contact. That’s where the form is, after all.

But data from multiple agencies shows something different: for a lot of businesses, the About page actually converts at a higher rate than the Contact page. That’s worth sitting with for a second, because most small business sites treat “About Us” as an afterthought — a leftover page filled in last, right before launch, with two paragraphs and a stock photo.

Here’s why that’s a mistake, and what to do instead.

Nobody hires a company they don’t trust, and trust doesn’t come from a service list. It comes from a story.

Why People Read Your About Page Before They Ever Call You

By the time a visitor lands on your About page, they already know roughly what you do — they found your site searching for it. What they’re really asking is: should I trust these people? Your About page is where you answer that. It’s also increasingly where AI search tools and Google’s own ranking systems look to verify who you are, so a thin About page doesn’t just underperform with humans — it can hold back your visibility too.

What Belongs on a Good About Page

You don’t need all of these, but the strongest About pages usually include:

Your story

Why you started, and what problem you set out to solve.

Your values and approach

What makes you different from the next company someone could call.

Real faces

Names, photos, and short bios for the people clients will actually work with.

Proof

Years in business, number of clients served, credentials, certifications.

A next step

A clear call to action — not just hoping they find Contact on their own.

That last point matters more than people think. An About page that ends with your story and nothing else leaves the visitor stranded right when they’re most interested. Give them a button.

Don’t Forget the SEO Side

An About page is also one of the most overlooked SEO opportunities on a small business site:

  • Work your location and core services naturally into the copy
  • Aim for real substance — at least a few hundred words, not two sentences
  • Write a proper title tag and meta description (the Yoast work we do on every build)
  • Use descriptive alt text on team photos and any images
  • If you serve a specific area, say so — this helps with local, “near me” searches

The Bottom Line

Your About page isn’t a formality. It’s often the deciding factor between a visitor who leaves and one who picks up the phone. If yours is still just a paragraph and a headshot from five years ago, it might be the highest-impact page you could update this quarter — and it usually takes far less time than people expect.

Not sure if your About page is pulling its weight? That’s exactly the kind of thing we look at during a website review.

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