{"id":5391,"date":"2026-03-28T08:01:28","date_gmt":"2026-03-28T08:01:28","guid":{"rendered":"https:\/\/roakon.eu\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\/"},"modified":"2026-03-28T08:01:39","modified_gmt":"2026-03-28T08:01:39","slug":"the-about-page-is-your-best-sales-page-and-most-companies-waste-it","status":"publish","type":"post","link":"https:\/\/roakon.eu\/de\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\/","title":{"rendered":"The About page is your best sales page \u2014 and most companies waste it"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Markus stared at the analytics dashboard, rubbing his forehead with the kind of frustration that only builds after the third cup of coffee and another week of \u201cno new leads.\u201d The home page was getting clicks. The product pages looked sharp. But every time a visitor landed on the About page, they disappeared. Bounce rates spiked, sessions ended, and the contact form stayed eerily quiet. He scrolled through the About page again: a wall of history, a sepia photo from 1993, and a mission statement so generic it could have belonged to any business in town. For a brief moment, he wondered if anyone had ever actually read it. He suspected not\u2014even he barely made it to the end.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">We see this scene play out more often than you\u2019d think. Someone sits at their desk, puzzling over why their site isn\u2019t working as hard as they are. The culprit? Nine times out of ten, it\u2019s the About page. Not the homepage, not the pricing table, not the service list. The page that\u2019s meant to answer, \u201cWho are these people and can I trust them?\u201d is too often a graveyard of buzzwords and old company timelines. It\u2019s a missed opportunity. Worse: it\u2019s where leads go to die.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b style=\"color: #2395e6;\">What People Are Really Looking For<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Nobody clicks \u201cAbout\u201d hoping for a lesson in corporate genealogy. We know, because after 100+ projects, we\u2019ve watched how visitors behave. When someone lands on your About page, they\u2019re looking for a reason to trust you. They want to know: who\u2019s behind this business? Are these people legit? Will they deliver, or will I be left chasing invoices and empty promises?<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">A high-performing About page is a <b style=\"color: #2395e6;\">website trust signal<\/b> in action. The best ones answer unspoken questions like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Who are the real humans behind this company?<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">What do they care about?<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Why should I believe they\u2019ll solve my problem?<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Will I regret reaching out?<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If your About page reads like a Wikipedia entry and not a conversation, you\u2019re losing people at the very moment they\u2019re trying to decide if you\u2019re worth their time.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b style=\"color: #2395e6;\">The Pattern We See (And Why It\u2019s a Problem)<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">After building 100+ websites, a pattern stands out: most About pages are written for the company, not the customer. The classic structure\u2014\u201cFounded in 1993, we expanded in 2001, we value excellence\u201d\u2014is great for your internal newsletter. But for a potential client, it\u2019s noise. The result is a page that looks official but says nothing meaningful.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ve heard it in review calls: \u201cBut we have an About page. Isn\u2019t that enough?\u201d The reality is, just having the page isn\u2019t the goal. Making it work for you\u2014that\u2019s what counts. When we audit sites, the About page is usually the fastest way to spot whether a company actually understands its customers\u2019 anxieties.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b style=\"color: #2395e6;\">What a High-Performing About Page Actually Does<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A strong About page is not a vanity project. It\u2019s a <b style=\"color: #2395e6;\">conversion engine<\/b> hiding in plain sight. Here\u2019s how:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">It reduces risk: By showing real people and real stories, you make it easier for someone to believe you\u2019ll deliver.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">It builds trust: Social proof, clear team photos, and honest language break down barriers.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">It moves people toward action: A well-crafted About page gently nudges visitors toward contact, demo requests, or that all-important first call.<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Think of it like this: Your About page isn\u2019t just a biography. It\u2019s your best chance to show you\u2019re human, credible, and different from the rest.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b style=\"color: #2395e6;\">What Tends to Go Wrong (And How to Fix It)<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Here\u2019s the most common dialogue we hear:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThe client said: \u2018We\u2019ve been live for 6 months and nobody calls. We get traffic, but it just drops off.\u2019\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Almost always, the About page is a dead end\u2014no personality, no images, no call to action. Sometimes, it\u2019s actually hard to find contact details. Other times, the team section is just a list of names, or worse, missing entirely.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Too much company history, not enough present-day relevance.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Stock photos instead of real team members.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">No \u201cnext step\u201d\u2014the page just ends in silence.<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The fix isn\u2019t flashy design. It\u2019s honest, specific copy. Real photos. A sense of purpose. And always, a gentle nudge to connect.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b style=\"color: #2395e6;\">A Framework That Works<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">After working with 100+ clients, here\u2019s the structure we see working again and again:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Start with why you exist (in plain language, not corporate-speak).<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Show the humans: real photos, candid team intros, maybe a short story about a problem you solved.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Add proof: testimonials, client logos, or a quick stat (\u201c100+ projects delivered\u201d).<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Make it easy to take the next step\u2014contact info, a friendly invite, something that feels like a handshake.<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">When we rebuilt an About page for a local logistics company, we ditched the decades-old timeline and replaced it with candid staff photos, a short video with their founder, and a line about the number of deliveries completed each month. Their contact requests more than doubled within the first quarter. No fancy tricks\u2014just clarity, honesty, and a bit of personality.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b style=\"color: #2395e6;\">What We\u2019ve Learned from 100+ Projects<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Across retail, hospitality, healthcare, fashion\u2014no matter the industry\u2014the same lesson holds: people want to work with people. <b style=\"color: #2395e6;\">Roakon<\/b> has rebuilt or advised on dozens of About pages, and the results are always tied to the same ingredients: trust, transparency, and a little humanity. Whether it\u2019s a boutique fashion retailer or a healthcare provider, adding real stories and team faces always moves the needle.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">In one project, we worked with a professional services firm whose About page was, frankly, a graveyard of \u201cvalues statements.\u201d We helped them rewrite it from scratch\u2014starting with a story about how their founder solved a client problem, adding photos from a real company offsite, and closing with the number of clients served (over 100 and counting). The feedback? \u201cFor the first time, people say they feel like they know us before they call.\u201d That\u2019s what a high-performing About page does: it bridges the gap between curiosity and trust.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b style=\"color: #2395e6;\">Why This Matters More Than Ever<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">For many businesses, the About page is the first place a serious prospect goes after the homepage. It\u2019s where suspicions can be confirmed or erased. If you get it right, you\u2019re not just giving information\u2014you\u2019re building a relationship before the first email is ever sent. <b style=\"color: #2395e6;\">Roakon<\/b> has seen firsthand how a strong About page can transform a website from a digital brochure into a living, breathing point of contact.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re wondering why your website isn\u2019t converting, don\u2019t just look at your product pages. Pull up your About page, and ask yourself: does this make me want to get in touch? Or do I feel like I\u2019ve just read the back of a cereal box? The difference is everything.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3 style=\"color: #2395e6;\">Let&#8217;s build something great together!<\/h3>\n<p>Ready to take your digital presence to the next level?<\/p>\n<p>Reach out to us at <a style=\"color: #2395e6;\" href=\"mailto:info@roakon.eu\">info@roakon.eu<\/a> and let&#8217;s create something remarkable.<\/p>","protected":false},"excerpt":{"rendered":"<p>Markus stared at the analytics dashboard, rubbing his forehead with the kind of frustration that only builds after the third cup of coffee and another week of \u201cno new leads.\u201d The home page was getting clicks. The product pages looked sharp. But every time a visitor landed on the About page, they disappeared. Bounce rates spiked, sessions ended, and the contact form stayed eerily quiet. He scrolled through the About page again: a wall of history, a sepia photo from 1993, and a mission statement so generic it could have belonged to any business in town. For a brief moment, he wondered if anyone had ever actually read it. He suspected not\u2014even he barely made it to the end. &nbsp; We see this scene play out more often than you\u2019d think. Someone sits at their desk, puzzling over why their site isn\u2019t working as hard as they are. The culprit? Nine times out of ten, it\u2019s the About page. Not the homepage, not the pricing table, not the service list. The page that\u2019s meant to answer, \u201cWho are these people and can I trust them?\u201d is too often a graveyard of buzzwords and old company timelines. It\u2019s a missed opportunity. Worse: it\u2019s where leads go to die. &nbsp; What People Are Really Looking For Nobody clicks \u201cAbout\u201d hoping for a lesson in corporate genealogy. We know, because after 100+ projects, we\u2019ve watched how visitors behave. When someone lands on your About page, they\u2019re looking for a reason to trust you. They want to know: who\u2019s behind this business? Are these people legit? Will they deliver, or will I be left chasing invoices and empty promises? &nbsp; A high-performing About page is a website trust signal in action. The best ones answer unspoken questions like: Who are the real humans behind this company? What do they care about? Why should I believe they\u2019ll solve my problem? Will I regret reaching out? If your About page reads like a Wikipedia entry and not a conversation, you\u2019re losing people at the very moment they\u2019re trying to decide if you\u2019re worth their time. &nbsp; The Pattern We See (And Why It\u2019s a Problem) After building 100+ websites, a pattern stands out: most About pages are written for the company, not the customer. The classic structure\u2014\u201cFounded in 1993, we expanded in 2001, we value excellence\u201d\u2014is great for your internal newsletter. But for a potential client, it\u2019s noise. The result is a page that looks official but says nothing meaningful. &nbsp; We\u2019ve heard it in review calls: \u201cBut we have an About page. Isn\u2019t that enough?\u201d The reality is, just having the page isn\u2019t the goal. Making it work for you\u2014that\u2019s what counts. When we audit sites, the About page is usually the fastest way to spot whether a company actually understands its customers\u2019 anxieties. &nbsp; What a High-Performing About Page Actually Does A strong About page is not a vanity project. It\u2019s a conversion engine hiding in plain sight. Here\u2019s how: It reduces risk: By showing real people and real stories, you make it easier for someone to believe you\u2019ll deliver. It builds trust: Social proof, clear team photos, and honest language break down barriers. It moves people toward action: A well-crafted About page gently nudges visitors toward contact, demo requests, or that all-important first call. Think of it like this: Your About page isn\u2019t just a biography. It\u2019s your best chance to show you\u2019re human, credible, and different from the rest. &nbsp; What Tends to Go Wrong (And How to Fix It) Here\u2019s the most common dialogue we hear: \u201cThe client said: \u2018We\u2019ve been live for 6 months and nobody calls. We get traffic, but it just drops off.\u2019\u201d Almost always, the About page is a dead end\u2014no personality, no images, no call to action. Sometimes, it\u2019s actually hard to find contact details. Other times, the team section is just a list of names, or worse, missing entirely. Too much company history, not enough present-day relevance. Stock photos instead of real team members. No \u201cnext step\u201d\u2014the page just ends in silence. The fix isn\u2019t flashy design. It\u2019s honest, specific copy. Real photos. A sense of purpose. And always, a gentle nudge to connect. &nbsp; A Framework That Works After working with 100+ clients, here\u2019s the structure we see working again and again: Start with why you exist (in plain language, not corporate-speak). Show the humans: real photos, candid team intros, maybe a short story about a problem you solved. Add proof: testimonials, client logos, or a quick stat (\u201c100+ projects delivered\u201d). Make it easy to take the next step\u2014contact info, a friendly invite, something that feels like a handshake. When we rebuilt an About page for a local logistics company, we ditched the decades-old timeline and replaced it with candid staff photos, a short video with their founder, and a line about the number of deliveries completed each month. Their contact requests more than doubled within the first quarter. No fancy tricks\u2014just clarity, honesty, and a bit of personality. &nbsp; What We\u2019ve Learned from 100+ Projects Across retail, hospitality, healthcare, fashion\u2014no matter the industry\u2014the same lesson holds: people want to work with people. Roakon has rebuilt or advised on dozens of About pages, and the results are always tied to the same ingredients: trust, transparency, and a little humanity. Whether it\u2019s a boutique fashion retailer or a healthcare provider, adding real stories and team faces always moves the needle. &nbsp; In one project, we worked with a professional services firm whose About page was, frankly, a graveyard of \u201cvalues statements.\u201d We helped them rewrite it from scratch\u2014starting with a story about how their founder solved a client problem, adding photos from a real company offsite, and closing with the number of clients served (over 100 and counting). The feedback? \u201cFor the first time, people say they feel like they know us before they call.\u201d That\u2019s what a high-performing About page does: it bridges the gap between curiosity and trust. &nbsp; Why This Matters<\/p>","protected":false},"author":1,"featured_media":5392,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-5391","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The About page is your best sales page \u2014 and most companies waste it - Roakon<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/roakon.eu\/de\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The About page is your best sales page \u2014 and most companies waste it\" \/>\n<meta property=\"og:description\" content=\"Markus stared at the analytics dashboard, rubbing his forehead with the kind of frustration that only builds after the third cup of coffee and another week of \u201cno new leads.\u201d The home page was getting clicks. The product pages looked sharp. But every time a visitor landed on the About page, they disappeared. Bounce rates spiked, sessions ended, and the contact form stayed eerily quiet. He scrolled through the About page again: a wall of history, a sepia photo from 1993, and a mission statement so generic it could have belonged to any business in town. For a brief moment, he wondered if anyone had ever actually read it. He suspected not\u2014even he barely made it to the end. &nbsp; We see this scene play out more often than you\u2019d think. Someone sits at their desk, puzzling over why their site isn\u2019t working as hard as they are. The culprit? Nine times out of ten, it\u2019s the About page. Not the homepage, not the pricing table, not the service list. The page that\u2019s meant to answer, \u201cWho are these people and can I trust them?\u201d is too often a graveyard of buzzwords and old company timelines. It\u2019s a missed opportunity. Worse: it\u2019s where leads go to die. &nbsp; What People Are Really Looking For Nobody clicks \u201cAbout\u201d hoping for a lesson in corporate genealogy. We know, because after 100+ projects, we\u2019ve watched how visitors behave. When someone lands on your About page, they\u2019re looking for a reason to trust you. They want to know: who\u2019s behind this business? Are these people legit? Will they deliver, or will I be left chasing invoices and empty promises? &nbsp; A high-performing About page is a website trust signal in action. The best ones answer unspoken questions like: Who are the real humans behind this company? What do they care about? Why should I believe they\u2019ll solve my problem? Will I regret reaching out? If your About page reads like a Wikipedia entry and not a conversation, you\u2019re losing people at the very moment they\u2019re trying to decide if you\u2019re worth their time. &nbsp; The Pattern We See (And Why It\u2019s a Problem) After building 100+ websites, a pattern stands out: most About pages are written for the company, not the customer. The classic structure\u2014\u201cFounded in 1993, we expanded in 2001, we value excellence\u201d\u2014is great for your internal newsletter. But for a potential client, it\u2019s noise. The result is a page that looks official but says nothing meaningful. &nbsp; We\u2019ve heard it in review calls: \u201cBut we have an About page. Isn\u2019t that enough?\u201d The reality is, just having the page isn\u2019t the goal. Making it work for you\u2014that\u2019s what counts. When we audit sites, the About page is usually the fastest way to spot whether a company actually understands its customers\u2019 anxieties. &nbsp; What a High-Performing About Page Actually Does A strong About page is not a vanity project. It\u2019s a conversion engine hiding in plain sight. Here\u2019s how: It reduces risk: By showing real people and real stories, you make it easier for someone to believe you\u2019ll deliver. It builds trust: Social proof, clear team photos, and honest language break down barriers. It moves people toward action: A well-crafted About page gently nudges visitors toward contact, demo requests, or that all-important first call. Think of it like this: Your About page isn\u2019t just a biography. It\u2019s your best chance to show you\u2019re human, credible, and different from the rest. &nbsp; What Tends to Go Wrong (And How to Fix It) Here\u2019s the most common dialogue we hear: \u201cThe client said: \u2018We\u2019ve been live for 6 months and nobody calls. We get traffic, but it just drops off.\u2019\u201d Almost always, the About page is a dead end\u2014no personality, no images, no call to action. Sometimes, it\u2019s actually hard to find contact details. Other times, the team section is just a list of names, or worse, missing entirely. Too much company history, not enough present-day relevance. Stock photos instead of real team members. No \u201cnext step\u201d\u2014the page just ends in silence. The fix isn\u2019t flashy design. It\u2019s honest, specific copy. Real photos. A sense of purpose. And always, a gentle nudge to connect. &nbsp; A Framework That Works After working with 100+ clients, here\u2019s the structure we see working again and again: Start with why you exist (in plain language, not corporate-speak). Show the humans: real photos, candid team intros, maybe a short story about a problem you solved. Add proof: testimonials, client logos, or a quick stat (\u201c100+ projects delivered\u201d). Make it easy to take the next step\u2014contact info, a friendly invite, something that feels like a handshake. When we rebuilt an About page for a local logistics company, we ditched the decades-old timeline and replaced it with candid staff photos, a short video with their founder, and a line about the number of deliveries completed each month. Their contact requests more than doubled within the first quarter. No fancy tricks\u2014just clarity, honesty, and a bit of personality. &nbsp; What We\u2019ve Learned from 100+ Projects Across retail, hospitality, healthcare, fashion\u2014no matter the industry\u2014the same lesson holds: people want to work with people. Roakon has rebuilt or advised on dozens of About pages, and the results are always tied to the same ingredients: trust, transparency, and a little humanity. Whether it\u2019s a boutique fashion retailer or a healthcare provider, adding real stories and team faces always moves the needle. &nbsp; In one project, we worked with a professional services firm whose About page was, frankly, a graveyard of \u201cvalues statements.\u201d We helped them rewrite it from scratch\u2014starting with a story about how their founder solved a client problem, adding photos from a real company offsite, and closing with the number of clients served (over 100 and counting). The feedback? \u201cFor the first time, people say they feel like they know us before they call.\u201d That\u2019s what a high-performing About page does: it bridges the gap between curiosity and trust. &nbsp; Why This Matters\" \/>\n<meta property=\"og:url\" content=\"https:\/\/roakon.eu\/de\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\/\" \/>\n<meta property=\"og:site_name\" content=\"Roakon\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/profile.php?id=61556017454416#\" \/>\n<meta property=\"article:published_time\" content=\"2026-03-28T08:01:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-28T08:01:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/roakon.eu\/wp-content\/uploads\/2026\/03\/blog-team-people-office-authentic-brand-trust-1774684890505.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Geschrieben von\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Gesch\u00e4tzte Lesezeit\" \/>\n\t<meta name=\"twitter:data2\" content=\"6\u00a0Minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/roakon.eu\\\/de\\\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/roakon.eu\\\/de\\\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\\\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\\\/\\\/roakon.eu\\\/#\\\/schema\\\/person\\\/22698273934a0081e43c809f615fd062\"},\"headline\":\"The About page is your best sales page \u2014 and most companies waste it\",\"datePublished\":\"2026-03-28T08:01:28+00:00\",\"dateModified\":\"2026-03-28T08:01:39+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/roakon.eu\\\/de\\\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\\\/\"},\"wordCount\":1209,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/roakon.eu\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/roakon.eu\\\/de\\\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/roakon.eu\\\/wp-content\\\/uploads\\\/2026\\\/03\\\/blog-team-people-office-authentic-brand-trust-1774684890505.jpg\",\"articleSection\":[\"Uncategorized\"],\"inLanguage\":\"de\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/roakon.eu\\\/de\\\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/roakon.eu\\\/de\\\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\\\/\",\"url\":\"https:\\\/\\\/roakon.eu\\\/de\\\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\\\/\",\"name\":\"The About page is your best sales page \u2014 and most companies waste it - 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Roakon","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/roakon.eu\/de\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\/","og_locale":"de_DE","og_type":"article","og_title":"The About page is your best sales page \u2014 and most companies waste it","og_description":"Markus stared at the analytics dashboard, rubbing his forehead with the kind of frustration that only builds after the third cup of coffee and another week of \u201cno new leads.\u201d The home page was getting clicks. The product pages looked sharp. But every time a visitor landed on the About page, they disappeared. Bounce rates spiked, sessions ended, and the contact form stayed eerily quiet. He scrolled through the About page again: a wall of history, a sepia photo from 1993, and a mission statement so generic it could have belonged to any business in town. For a brief moment, he wondered if anyone had ever actually read it. He suspected not\u2014even he barely made it to the end. &nbsp; We see this scene play out more often than you\u2019d think. Someone sits at their desk, puzzling over why their site isn\u2019t working as hard as they are. The culprit? Nine times out of ten, it\u2019s the About page. Not the homepage, not the pricing table, not the service list. The page that\u2019s meant to answer, \u201cWho are these people and can I trust them?\u201d is too often a graveyard of buzzwords and old company timelines. It\u2019s a missed opportunity. Worse: it\u2019s where leads go to die. &nbsp; What People Are Really Looking For Nobody clicks \u201cAbout\u201d hoping for a lesson in corporate genealogy. We know, because after 100+ projects, we\u2019ve watched how visitors behave. When someone lands on your About page, they\u2019re looking for a reason to trust you. They want to know: who\u2019s behind this business? Are these people legit? Will they deliver, or will I be left chasing invoices and empty promises? &nbsp; A high-performing About page is a website trust signal in action. The best ones answer unspoken questions like: Who are the real humans behind this company? What do they care about? Why should I believe they\u2019ll solve my problem? Will I regret reaching out? If your About page reads like a Wikipedia entry and not a conversation, you\u2019re losing people at the very moment they\u2019re trying to decide if you\u2019re worth their time. &nbsp; The Pattern We See (And Why It\u2019s a Problem) After building 100+ websites, a pattern stands out: most About pages are written for the company, not the customer. The classic structure\u2014\u201cFounded in 1993, we expanded in 2001, we value excellence\u201d\u2014is great for your internal newsletter. But for a potential client, it\u2019s noise. The result is a page that looks official but says nothing meaningful. &nbsp; We\u2019ve heard it in review calls: \u201cBut we have an About page. Isn\u2019t that enough?\u201d The reality is, just having the page isn\u2019t the goal. Making it work for you\u2014that\u2019s what counts. When we audit sites, the About page is usually the fastest way to spot whether a company actually understands its customers\u2019 anxieties. &nbsp; What a High-Performing About Page Actually Does A strong About page is not a vanity project. It\u2019s a conversion engine hiding in plain sight. Here\u2019s how: It reduces risk: By showing real people and real stories, you make it easier for someone to believe you\u2019ll deliver. It builds trust: Social proof, clear team photos, and honest language break down barriers. It moves people toward action: A well-crafted About page gently nudges visitors toward contact, demo requests, or that all-important first call. Think of it like this: Your About page isn\u2019t just a biography. It\u2019s your best chance to show you\u2019re human, credible, and different from the rest. &nbsp; What Tends to Go Wrong (And How to Fix It) Here\u2019s the most common dialogue we hear: \u201cThe client said: \u2018We\u2019ve been live for 6 months and nobody calls. We get traffic, but it just drops off.\u2019\u201d Almost always, the About page is a dead end\u2014no personality, no images, no call to action. Sometimes, it\u2019s actually hard to find contact details. Other times, the team section is just a list of names, or worse, missing entirely. Too much company history, not enough present-day relevance. Stock photos instead of real team members. No \u201cnext step\u201d\u2014the page just ends in silence. The fix isn\u2019t flashy design. It\u2019s honest, specific copy. Real photos. A sense of purpose. And always, a gentle nudge to connect. &nbsp; A Framework That Works After working with 100+ clients, here\u2019s the structure we see working again and again: Start with why you exist (in plain language, not corporate-speak). Show the humans: real photos, candid team intros, maybe a short story about a problem you solved. Add proof: testimonials, client logos, or a quick stat (\u201c100+ projects delivered\u201d). Make it easy to take the next step\u2014contact info, a friendly invite, something that feels like a handshake. When we rebuilt an About page for a local logistics company, we ditched the decades-old timeline and replaced it with candid staff photos, a short video with their founder, and a line about the number of deliveries completed each month. Their contact requests more than doubled within the first quarter. No fancy tricks\u2014just clarity, honesty, and a bit of personality. &nbsp; What We\u2019ve Learned from 100+ Projects Across retail, hospitality, healthcare, fashion\u2014no matter the industry\u2014the same lesson holds: people want to work with people. Roakon has rebuilt or advised on dozens of About pages, and the results are always tied to the same ingredients: trust, transparency, and a little humanity. Whether it\u2019s a boutique fashion retailer or a healthcare provider, adding real stories and team faces always moves the needle. &nbsp; In one project, we worked with a professional services firm whose About page was, frankly, a graveyard of \u201cvalues statements.\u201d We helped them rewrite it from scratch\u2014starting with a story about how their founder solved a client problem, adding photos from a real company offsite, and closing with the number of clients served (over 100 and counting). The feedback? \u201cFor the first time, people say they feel like they know us before they call.\u201d That\u2019s what a high-performing About page does: it bridges the gap between curiosity and trust. &nbsp; Why This Matters","og_url":"https:\/\/roakon.eu\/de\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\/","og_site_name":"Roakon","article_publisher":"https:\/\/www.facebook.com\/profile.php?id=61556017454416#","article_published_time":"2026-03-28T08:01:28+00:00","article_modified_time":"2026-03-28T08:01:39+00:00","og_image":[{"width":1080,"height":720,"url":"https:\/\/roakon.eu\/wp-content\/uploads\/2026\/03\/blog-team-people-office-authentic-brand-trust-1774684890505.jpg","type":"image\/jpeg"}],"author":"admin","twitter_card":"summary_large_image","twitter_misc":{"Geschrieben von":"admin","Gesch\u00e4tzte Lesezeit":"6\u00a0Minuten"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/roakon.eu\/de\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\/#article","isPartOf":{"@id":"https:\/\/roakon.eu\/de\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\/"},"author":{"name":"admin","@id":"https:\/\/roakon.eu\/#\/schema\/person\/22698273934a0081e43c809f615fd062"},"headline":"The About page is your best sales page \u2014 and most companies waste it","datePublished":"2026-03-28T08:01:28+00:00","dateModified":"2026-03-28T08:01:39+00:00","mainEntityOfPage":{"@id":"https:\/\/roakon.eu\/de\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\/"},"wordCount":1209,"commentCount":0,"publisher":{"@id":"https:\/\/roakon.eu\/#organization"},"image":{"@id":"https:\/\/roakon.eu\/de\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\/#primaryimage"},"thumbnailUrl":"https:\/\/roakon.eu\/wp-content\/uploads\/2026\/03\/blog-team-people-office-authentic-brand-trust-1774684890505.jpg","articleSection":["Uncategorized"],"inLanguage":"de","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/roakon.eu\/de\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/roakon.eu\/de\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\/","url":"https:\/\/roakon.eu\/de\/the-about-page-is-your-best-sales-page-and-most-companies-waste-it\/","name":"The About page is your best sales page \u2014 and most companies waste it - 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