Most brands treat their About Page like a resume – and that’s why it doesn’t convert.
They list dates. They talk about “solutions.” They paste in their company values like wallpaper. And then they wonder why first-time visitors bounce without buying.
But brands like Allbirds, Basecamp, and Harry’s? They know the truth: your About Page is your most underutilized sales weapon. It’s where trust is built, belief is transferred, and customers say, “I get it – and I’m in.”
Here’s how to turn your About Page into a 24/7 sales machine.
1. Start with the founder story, not the brand story.
When you land on Allbirds’ About Page, it doesn’t feel like marketing. It feels like reading a personal letter from Tim Brown – a soccer player with a weird obsession for wool. That one human detail turns the brand from “eco-friendly shoes” into something you remember. You’re not reading about a product; you’re connecting with a person.
Because facts don’t sell – identity does.
Lead with the story only you can tell – that’s how strangers become believers.
2. Make your beliefs louder than your buzzwords.
Basecamp doesn’t use buzzwords. They talk about building slower. Prioritizing calm. Saying no to hustle culture.
That tone? It’s a filter. It attracts people who believe the same – and repels those who don’t.
The mistake most brands make? Playing it safe.
Safe is forgettable. Safe doesn’t convert.
Your About Page should shout your beliefs so loud your ideal customer leans in – and everyone else walks away.
3. Highlight what makes you different – with proof.
Harry’s doesn’t just claim to be better – they show it. They built their own factory. They lowered prices by cutting middlemen. They obsessed over customer experience. And every detail feels deliberate.
Most brands try to be “unique” with vague language. But differentiation only works when it’s backed by action.
Your About Page isn’t a highlight reel. It’s a receipt. Show the moves you made that others wouldn’t.
4. Show, don’t tell – use images that sell the story.
Allbirds shows you the raw wool. Sketches from early days. Photos of their team. These images do what paragraphs can’t: they create emotional context.
Most About Pages read like Wikipedia entries. Long, dry, and lifeless. But people don’t connect with facts – they connect with feelings.
A founder’s photo. A messy whiteboard. A moment in time.
If a stranger scanned your About Page in 5 seconds, would they feel something – or forget everything?
5. End with a call-to-action – not a dead end.
Most About Pages just… stop. But Basecamp and Harry’s know better. They invite the reader to do something. Start a trial. Explore bestsellers. Read their manifesto.
If someone read your story to the end, they’re already invested – and you left them hanging? That’s a wasted opportunity.
The last line of your About Page should be a door – not a wall.
Your About Page is either earning for you or leaking trust. The brands that win don’t just tell you what they sell – they show you who they are. They use story, tone, proof, and visuals to build a bridge from “just browsing” to “I’m sold.”
Make your About Page the highest-converting asset you never have to touch twice.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.