Your About Us Page, but Growth-First
Most About Us pages are written for the wrong audience.
They read like CVs.
Or origin stories.
Or culture statements designed for hiring, not buying.
From a growth-first perspective, that’s a problem.
Because the About Us page is not there to explain who you are.
It’s there to help the right visitor decide whether to keep moving forward.
The real job of an About Us page
A growth-first About page has one core objective:
Reduce uncertainty for qualified buyers so momentum continues.
That’s it.
It does not need to convince everyone.
It does not need to impress casual browsers.
It needs to make the next step feel sensible for the right people.
If it doesn’t change behaviour, it’s decoration.
What a strong About page actually does
A good About page performs three quiet jobs, in order.
- Confirms alignment
The reader should think:
“This sounds like people who work with businesses like mine, at moments like this.”
You do that by referencing:
- real situations
- real decisions
- real constraints
Not by listing services.
Not by saying how passionate you are.
If everyone feels included, no one feels understood.
- Transfers trust
At this stage, buyers are not asking “are they capable?”
They are asking:
“Can I trust their judgement?”
That trust comes from showing:
- how you think
- what you prioritise
- what you deliberately avoid
Expert businesses win by demonstrating decision quality, not enthusiasm.
- Reduces perceived risk
Every buyer is quietly running a risk check.
“What happens if this goes wrong?”
A growth-first About page lowers that risk by:
- showing experience in similar situations
- sounding calm, not sales-driven
- avoiding exaggerated claims
Confidence without hype is reassuring.
What an About Us page is not for
From a growth perspective, these things usually get in the way.
- Full career histories
- Long timelines
- Awards with no context
- Generic values statements
- “Meet the team” sections written like LinkedIn profiles
Those can live elsewhere if needed.
They just don’t belong at the decision-making stage.
The bridge, not the close
The About page does not need to sell.
Its role is to make the contact page feel like the obvious next step.
If someone reads your About page and then hesitates to get in touch, something is missing.
A good About page prepares the ground.
It doesn’t force the action.
A simple growth test
Ask yourself this:
If my About page disappeared tomorrow, would the quality of enquiries drop?
If the answer is no, the page isn’t doing growth work yet.
In summary
A growth-first About Us page exists to:
- filter the right people in
- reassure them you understand their world
- reduce the perceived risk of proceeding
It doesn’t sell the service.
It sells the decision to continue.
This is exactly the kind of thinking we apply inside Growth Club.
Not redesigning pages for aesthetics, but reshaping them around how real buyers make decisions.
Grow smart. Sleep well.
