Why Your About Page Is Doing More Selling Than Your Sales Page
A strong About page answers the question under every purchase: is there a real, capable person behind this, and do they help someone like me. Write it with an honest origin story, one specific verifiable result and a plain statement of who you serve and who you don't, because that page decides whether your sales page gets believed.
Most founders spend weeks perfecting the sales page and five minutes on the About page. That is backwards.
By the time someone reads your sales page, the About page has usually already decided whether they trust what it says. I click the About page on almost every business I am about to pay. Your buyers do too.
If yours reads like a mission statement, you are losing people before the pitch ever starts.
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SEND ME THE CHECKLIST →What Is an About Page Actually For?
A sales page exists to convert someone already leaning toward buying. An About page answers the question underneath every buying decision: is this a real person who knows what they are talking about, or a polished page with nothing specific behind it?
A visitor who finds vague credentials, generic mission language and no proof usually never makes it back to the sales page at all, no matter how well that page was written.
This matters even more now that buyers ask AI tools who to hire. Those tools look for specific, verifiable signals about a real person. Read why your next client asked ChatGPT instead of Google for the full picture.
How Do You Write an About Page That Sells?
A strong About page has three things most versions skip:
- An honest origin. Why you started this, specifically. Not a passion statement. The moment or the problem that made you do it.
- One real result. A number or outcome that proves you have done the work and that a reader could repeat to someone else.
- Who you help, and who you don't. This matters more than it sounds. A page that claims to help everyone convinces almost nobody.
The Small Details That Make It Work
Beyond the three big pieces, small specifics carry more weight than founders expect:
- A real photo instead of a stock image.
- A specific city or background detail.
- An actual timeline of how the business came to exist.
None of these closes a sale on its own. Together they make the rest of the site believable. Each small, verifiable detail adds weight to the larger claim that a capable person is behind the page. The same logic applies to proof elsewhere on your site, which is why the case study format most founders get backwards is worth fixing next.
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GET THE FREE CHECKLIST →Two About Pages, Same Business
| Version one | Version two |
|---|---|
| We are passionate about helping entrepreneurs achieve their dreams through innovative solutions. | I have built companies that failed outright. The one that worked taught me the mistake I see most founders make in year one, and fixing that mistake is what this whole site is built around. |
| No name, no result, nothing a reader can verify. | A person, a number, a failure and a clear reason to keep reading. |
Both are hypothetical examples for the same imaginary business. Version two earns more trust in three sentences than version one earns in a page.
The Objection: My About Page Isn't Where the Sale Happens
The pushback: people buy from the sales page, so why spend real time on the About page? Because a meaningful share of visitors check it before they trust the sales page's claims, especially when there is a real price attached.
Treat it as part of the funnel, not a formality. The sales page closes the deal. The About page decides whether anyone reads it in the first place.
What to Do This Week
Reread your About page as a stranger would. If it sounds like version one, rewrite it tonight with one specific number and one honest failure. Then ask someone who does not know you what they remember after thirty seconds. If the answer is nothing, keep cutting until it is something.
Key takeaways
- The About page decides whether visitors believe your sales page at all.
- Include your real why, one verifiable result, and who you do not serve.
- Small specific details add up to trust; vague mission language subtracts from it.
Frequently asked questions
What should an About page include?
Three things most versions skip: a specific, honest account of why you started, a real number or result that proves you have done the work, and a plain statement of who you help and who you do not. Add a real photo and concrete background details.
Is the About page important for conversions?
Yes. Many visitors check the About page before they trust anything the sales page claims, especially when the price is real. A weak About page quietly leaks trust out of the exact traffic your sales page needed to convert.
Should I include failures on my About page?
Usually, yes. One honest failure paired with what it taught you is more believable than a wall of wins. It shows a real person with real experience, and it gives readers a reason to believe the lesson your business is built around.
Mike Nathan
Founder & CEO, Impero Ventures · Founding Partner, Exit 156 Capital
20+ companies. $170M revenue. $55M raised. 3 exits. 2 VC funds. 1M+ YouTube subscribers.
He doesn't just pitch investors. He founded two venture capital funds.
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