The About Page Is the Second Most Visited Page on Most Sites
After the homepage, the About page is consistently one of the top three most visited pages on any website. Visitors who navigate to About are specifically looking for trust signals — they're deeper in the consideration process and asking: who made this, can I trust them, and do their values align with mine? An About page that fails to answer these questions is a missed conversion.
The typical About page commits at least one of three fatal errors: it talks about the company in abstract terms ('We are passionate about innovation'), it lists the founding team with no context about why their background makes them qualified, or it focuses entirely on the past rather than the visitor's present problem.
Talking About Yourself Instead of the Reader
The biggest About page mistake is making it entirely about the company. 'Founded in 2023 by two Stanford graduates with a passion for user experience research, we built Racoonn to transform the way teams...' This is founder-centric storytelling, and it misses the opportunity to connect the company's story to the visitor's situation.
The fix is to frame your origin story through the lens of the problem you solve. 'We spent years watching brilliant products fail because founders had no honest way to know what users actually thought. Traditional user testing was too slow and too expensive. We built Racoonn because we needed it ourselves — and we think you do too.' Same story, completely different orientation.
Missing Credibility Signals That Visitors Expect
An About page without specific credibility signals leaves visitors to fill in the blanks themselves — and humans default to skepticism when information is missing. Key credibility signals for an About page: founder names with real LinkedIn profiles, a specific founding story with dates, press mentions if you have them, the number of customers or users, and a physical location or legal entity name.
You don't need to be a funded startup with famous investors to be credible. A solo founder who built a product they personally needed, with 200 paying customers, is credible. What undermines credibility is vagueness: stock photos instead of real team photos, abstract mission statements instead of specific commitments, and the absence of any verifiable information.
No Clear Next Step After the About Page
Even if your About page builds trust effectively, it often lacks a clear call to action that moves visitors forward. They've read your story, they're warm — and then the page ends with nothing but a footer. This is a conversion leak. The About page should always end with a logical next step.
The right CTA depends on the stage of the visitor. An About page CTA could be: 'Try the product free', 'Read how it works', 'See what customers say', or 'Start your first test'. Choose one primary action and make it prominent. Add a secondary option for visitors who aren't quite ready ('Questions? Email us directly').
The Design Signals the Wrong Stage of Company
About pages are often the last page to get design attention, and it shows. A homepage with polished hero images, consistent typography, and careful layout paired with an About page of unformatted paragraphs and a generic company photo signals that the company has low attention to detail — exactly the opposite of what a trust-building page should communicate.
Consistency is the key signal. Your About page should have the same design quality as your homepage: same fonts, same color palette, real photos of the team (even if it's just one person), and a layout that doesn't feel like an afterthought.