Do About Us Pages Really Matter? (Yes, and Here’s Why)

At Cup O Content, we sometimes hear business owners dismiss the About Us page as an afterthought. “Nobody reads that page,” they say. Or, “It’s just fluff.” But here’s the truth: your About Us page is one of the most-visited sections of your website, and it plays a bigger role in sales than most people realize.

When a potential customer is considering your business, especially for a big-ticket purchase, they’re not just shopping for products or services. They’re shopping for trust. And one of the first places they go to size you up is your About Us page.

A First Stop for Decision-Makers

Think about your own behavior when you’re about to spend serious money. Maybe it’s on a contractor, a software provider, or even a medical specialist. You don’t just want the cheapest option; you want to know who you’re dealing with. You want proof that they’re credible, experienced, and aligned with your values.

That’s why buyers so often click “About Us” right after they land on a company’s site. They’re looking for clues. Who are these people? How long have they been around? Do they understand my problems? Will I feel confident doing business with them?

If your About Us page is thin, generic, or an afterthought, you may lose that opportunity to connect.

More Than a History Lesson

Too often, About Us pages default to a bland company timeline or a block of jargon about “commitment to excellence.” That’s not what customers want. They want to meet the people behind the logo. They want a story they can connect to.

Here’s what makes a great About Us page:

• Humanity. Show the faces, names, and voices of your team. A headshot and a short bio go a long way toward building trust.

• Credibility. Share milestones, awards, or years in business—but frame them as proof points that reassure buyers.

• Values. What do you stand for? Customers increasingly want to align with companies that share their priorities.

• Clarity. Explain what you do in plain language, not marketing jargon. Imagine you’re introducing yourself at a networking event.

Done right, your About Us page makes readers feel like they know you. And people are far more likely to buy from people they know.

Especially Critical for Big Sales

For small, everyday purchases, buyers might skip the About Us page altogether. But when the stakes are higher, whether it’s a five-figure renovation, a long-term service contract, or enterprise software, customers dig deeper.

In those cases, the About Us page often acts as the tiebreaker. If two companies offer similar services at similar prices, the buyer will go with the one they trust more. Your About Us page is your chance to build that trust before you ever speak with them.

Ready to Improve (or Create) Your About Us Page?

A well-written, authentic About Us page can turn a skeptical visitor into a confident buyer, and that’s especially true when big dollars are on the line. At Cup O Content, we help businesses craft About Us pages that do more than share a story; they help close sales. Contact us today to learn more.