About page examples
About pages people actually read: patterns for startups, SaaS, and one-person companies, what to put on yours, and the clichés everyone skips.
TLDR
- People visit your about page to answer one question: are there real people here I can trust?
- Answer it with real names, real faces, why you exist, and some proof (an address, a timeline, numbers).
- Skip “Our story began in a garage”, “We’re a passionate team”, and stock photos of high-fives.
What people are looking for
Nobody reads an about page for fun. They’re about to pay, or sign up, or hand over their data, and they want to know who’s on the other end. So the page should answer:
- Who’s behind this? Names and faces. Real photos, not illustrations.
- Why does it exist? The problem you got annoyed enough about to build this.
- What do you believe? The decisions you made on purpose that a bigger company wouldn’t.
- Is it real? A company address, a founding year, how many customers, who funds you, or that nobody does.
Patterns that work
The founder letter. One person explaining why they built it, in first person. Works brilliantly for small companies because it’s honest. Basecamp’s founders have done this forever.
The beliefs list. Five or six things you believe, stated flat, each with a line on what it means in practice. Better than a values page with “Integrity” and “Innovation”.
The timeline. When you started, what you shipped, where you are now. Great proof you’re not going anywhere.
The handbook. Some companies just publish how they work. PostHog’s handbook and GitLab’s are the famous ones, and Resend’s is a newer one I saved. It’s an about page that never ends.
The one-person company page. If it’s just you, say so. People like buying from a person. (Savepad is one person, and our philosophy page is basically the about page.)
The clichés
- “Our story began in a garage.” Did it though?
- “We’re a passionate team of…” Everyone is passionate, apparently.
- “Our mission is to help teams…” Every company’s mission is to help teams.
- Stock photos. If the team photo is from a stock site, people can tell.
- No names. “The team” isn’t a person.
Keep the good ones
About pages are some of the most-redesigned pages on any site, because every rebrand starts there. Save the ones you like. Save it in Savepad and the version you liked survives the next rebrand. More in landing page examples and, if words are the hard part, tone of voice examples.
FAQ
What should an about page include?
Who's behind it with real names and faces, why the company exists, what it believes in, and something that proves it's real, like an address, numbers, or a history.
How long should an about page be?
Long enough to answer 'who are these people and can I trust them?'. For most small companies, that's a few hundred words and some photos.
Do about pages help conversions?
Yes, for considered purchases. People check the about page to see if there are real people behind a product, especially before paying or handing over their data.