The verdict in three sentences
The About page is one of the three most-visited pages, right after the homepage, because visitors want to know who they're dealing with before buying. Yet it too often settles for the generic "we are the leaders, passionate and at your service", which proves nothing. A conversion-driven structure (problem, mission, quantified proof, team, CTA) turns that story into contacts and sales.
Generic vs proof-driven: the showdown
Most About pages talk about the company. The best ones talk about the customer and the proof. That nuance changes everything.
| Element | Generic About page | Proof/conversion-driven page |
|---|---|---|
| Opening | "Founded in 2015, our company..." | The customer's problem, clearly stated |
| Tone | Self-centered ("we, our, leader") | Customer-centered ("you, your goal") |
| Figures | None or vague | "250+ clients", "7-day delivery" |
| Photos | Generic stock images | Real team, real premises |
| Social proof | Absent | Testimonials + client logos |
| Call to action | "Contact us" in the footer | Measurable, visible CTA |
| Effect on contact | Low | Clear lift in contact rate |
Real photos of the team and premises are especially reassuring in the local market, where trust is built on the visible identity of the people.
The 5-block structure
| Block | Goal | Concrete example |
|---|---|---|
| The problem | Show you understand | "Finding a reliable craftsman in Dakar is a headache" |
| The mission | Give meaning | "Make renovation simple and transparent" |
| The proof | Credibility via figures | "180+ projects delivered, 4.8/5 satisfaction" |
| The team | Humanize | Photos + roles + one sentence per person |
| The CTA | Convert | "Request your quote on WhatsApp" |
Each block answers a silent visitor question: do they understand me? why them? can I trust them? who's behind this? what do I do now?
Mini case study
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Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Fatou runs a cleaning SME in Dakar. Her old generic About page ("cleaning leader, passionate team") received 600 visits a month but only 6 contact requests (1 % conversion).
After a proof-driven rewrite, with photos of her real team, the figure "320+ jobs a year" and a visible WhatsApp CTA, the contact rate rose to 3.5 %, or 21 requests a month. At 1 signed client in 4 and an average deal of 80,000 FCFA, that's roughly 300,000 FCFA of extra revenue a month from a single rewritten page.
FAQ
Is the About page really important? Yes: it's often the 2nd or 3rd most-visited page of an SME website. Visitors go there to decide whether they can trust you before buying.
Should it include figures? Absolutely. "250+ clients" or "7-day delivery" builds far more credibility than "market leader". Concrete numbers beat empty superlatives every time.
Team photos or stock images? Always real photos. In the local market, seeing the actual faces and premises reassures and lifts the contact rate. Generic images do the opposite.
Do I need a CTA on an About page? Yes, and just one, clear and visible. Most pages forget the call to action and let a convinced visitor leave. A WhatsApp or "request a quote" button captures that intent.
How long to rewrite an About page? A few hours of editorial work plus a photo session. It's one of the most profitable optimizations of an existing site, without a full redesign.
Let's talk about your project. We rewrite your About page to turn your story into quote requests. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
