Best About Section Design

We scored 24 about sections across conversion best practices. The table below shows how widely each element is adopted. The lower the number, the bigger your edge by adding it.

Every best-in-class about section uses real photos, culture signals, and a learn-more CTA. That's the winning combination. None of them tell the founder story in the section itself.

Founder story is the most surprising data point: 33% of about sections include one, but 0% of the best do. The top-scoring sections save the origin narrative for the dedicated about page and use the section space to show who the team is today.

Our AI conversion agent evaluates every about section against a weighted checklist that spans two dimensions. Each best practice gets a pass or fail based on the actual page content and screenshot.

• Authenticity, real photos, company culture signals
• Navigation, learn-more CTA, founder story

Real photos and culture signals carry the most weight. In our dataset, about sections with both of those build more trust than sections with a founder story alone.

Sections flagged best-in-class are hand-picked by our team from the highest-scoring sections. A high score gets you on the list. Best-in-class means authenticity and navigation work together.

3 about sections in our library are flagged best-in-class: Ahrefs, SupportNinja, and Comet. They share the same playbook.

All three use real team photos, not stock. All three display culture signals (values, personality, cues about life at the company). And all three include a CTA to a dedicated about page rather than trying to tell the whole story in 300 words.

1. Real team photos. Not corporate headshots on white backgrounds. Photos that show people at work, in meetings, at events. The visitor sees humans, not a brand.
2. Concrete culture signals. Not generic values (“innovation, excellence, integrity”). Specific cues about how the team works, what drives them, and what makes the company different from the inside.
3. A link to the full about page. The about section is a teaser, not the whole book. A “Learn more about us” or “Our story” CTA takes curious visitors to the full narrative without cluttering the landing page.

What all three skip: the founder story. 33% of all about sections include one, but the best leave it for the dedicated page. The about section is for trust and identity, not storytelling.

100/100

The lowest-scoring about sections in our library share one problem: they don't humanize the brand. They talk about the company without showing the people behind it.

The most common gap: no real photos. 42% of all about sections use illustrations or stock. When the visitor sees generic imagery in the "who we are" section, the section backfires: it reduces trust instead of building it.

Second: no link to a dedicated about page. 58% of about sections are dead ends. The visitor reads the paragraph and has nowhere to go if they want more. The best sections offer an exploration path.

The fix isn't rewriting all the copy. Add a real team photo (even a smartphone shot) and a "Learn more" button. Two changes, and your about section goes from generic to credible.

Want to know which best practices your about section is missing? Run a free audit →