Top SaaS About Pages: 11 Examples to Inspire Your Brand
Your SaaS About page could be working much harder for you. Creating effective about page copy is a proven strategy—well-crafted About pages bring in three times more clients than paid advertising alone. Yet most SaaS teams miss this opportunity completely.
Let me share a quick story:
Last month, a growing SaaS company reached out after months of perfecting their landing pages with little success. Using the methods I'll share today, they turned their outdated About page into one of their top-performing assets within 30 days.
In this article, you'll discover:
- Master the art of showcasing company achievements without sounding boastful
- Discover the subtle content hierarchy that guides prospects from interest to action
- See how leading SaaS companies use the "Proof-Story-Scale" method to build instant credibility
Ready to turn your About page into a client-winning asset? Let's begin...
If you want to get your marketing work done for your business (or for your clients’), then you HAVE to learn more how you can delegate unlimited marketing projects & tasks without the headaches of hiring. Download this free guide: 33 Examples of Marketing Projects You Can Delegate to Growbo
Your SaaS About page directly impacts your bottom line. Recent data from FirstPageSage shows B2B SaaS companies with optimized About pages achieve a 2.1% conversion rate through SEO, compared to just 0.7% through paid advertising. This translates to potentially triple the conversions when your About page properly addresses buyer needs.
The modern B2B buying journey follows a specific sequence: website visitors → leads → marketing qualified leads → sales qualified leads → opportunities → closed deals. Enterprise buyers spend an average of 7 minutes on About pages compared to just 2 minutes on feature pages, looking for three core trust elements:
- Financial stability and market presence
- Industry-specific expertise
- Enterprise-scale operational capability
Let's examine real examples of SaaS companies that have created About pages that consistently drive conversions. According to FirstPageSage, enterprise SaaS companies see a 23% higher conversion rate when their About pages include specific trust elements we'll discuss below.
About Page Example 1. HubSpot: Building Enterprise Trust
HubSpot's About page effectively combines storytelling with concrete evidence of their market position and capabilities. The page opens with a clear mission statement about "helping millions of organizations grow better" and smoothly transitions into their founding story, establishing both purpose and historical context.
The copy is particularly effective when it:
- Connects company growth to customer success
- Provides specific metrics (248,000+ customers, 8,200+ employees)
- Uses named testimonials from diverse industries
- Demonstrates global reach through detailed office locations
- Balances corporate achievements with human elements
The page maintains engagement through a logical progression from company overview to specific product offerings, while incorporating trust signals throughout. Rather than relying on marketing jargon, it uses concrete examples and specific numbers to demonstrate capability and scale. The content structure allows both quick scanning and detailed reading, with clear pathways to additional information about specific topics. This approach makes complex information accessible while maintaining professional credibility.
About Page Example 2. Slack: Demonstrating B2B Value
Slack's About page effectively demonstrates how to balance corporate credibility with accessible messaging. The page opens with a clear value proposition focused on making work life "simpler, more pleasant and more productive," then builds trust through specific metrics: 200K+ paid customers, presence in 150+ countries, and adoption by 77 of the Fortune 100 companies.
The page's effectiveness stems from several key elements:
- Progressive information disclosure, moving from broad benefits to specific capabilities
- Strategic social proof placement through recognized brand logos
- Clear numerical evidence of market leadership
- Multiple engagement pathways for different audience segments
The copy maintains a professional yet approachable tone while highlighting Slack's evolution, including its Salesforce acquisition and AI capabilities. By focusing on the platform's ecosystem (2,500+ apps and partnerships) and global presence, the page establishes Slack as a comprehensive workplace solution while keeping the message clear and digestible for various stakeholders.
About Page Example 3. Monday.com: Showcasing Integration Power
Monday.com's About page effectively combines storytelling with concrete achievements to showcase the company's evolution from startup to global work management platform. The page's chronological narrative demonstrates growth through specific milestones, including reaching $1B ARR and expanding to 152,000+ customers worldwide.
The page succeeds through several key elements:
- Clear progression from founding story to future vision through 2025
- Specific metrics and achievements that build credibility
- Balanced mix of business success and human values
- Transparent communication about company development
- Integration of third-party validation from Gartner and Fortune
The conversational yet professional tone maintains engagement while delivering substantial information about the company's impact and direction. By combining statistical evidence with personal touches, like the story of starting in a vacated apartment, the page creates an authentic narrative that resonates with multiple stakeholder groups while clearly demonstrating market leadership.
About Page Example 4. Zoom: Security-First Messaging
Zoom's About page effectively combines storytelling and strategic messaging to create a comprehensive brand narrative. The page opens with a clear value proposition that connects technology with human needs, then systematically builds credibility through carefully structured content sections.
The messaging is particularly effective when it:
- Progresses from high-level vision to concrete achievements
- Integrates customer success stories with growth metrics
- Demonstrates evolution through a clear timeline
- Maintains focus on human connection while showcasing technical innovation
The page's structure guides visitors through Zoom's journey from startup to global platform, using a combination of milestone achievements and customer testimonials to build trust. The content maintains a consistent focus on the company's core mission while demonstrating its evolution and innovation. By balancing emotional engagement with factual information, the page creates multiple entry points for different audience segments while maintaining a cohesive narrative that supports both immediate conversion goals and long-term brand building.
About Page Example 5. Shopify Plus: Enterprise Capabilities
Shopify's About page demonstrates effective corporate storytelling through strategic information hierarchy and trust-building elements. The page opens with a clear value proposition that immediately communicates the company's purpose and global impact. This is reinforced through verifiable metrics and milestones that showcase the platform's scale:
- $1.1 Trillion in total sales
- Presence in 175+ countries
- 16,000+ apps in ecosystem
- 8,100+ employees globally
The page's effectiveness stems from its balanced approach to content presentation. It combines high-level messaging about Shopify's role in global commerce with specific details about platform capabilities and infrastructure. The inclusion of recognized brand names like Meta, SKIMS, and Supreme adds credibility while demonstrating the platform's versatility across different business sizes. The straightforward, professional tone maintains accessibility while establishing authority, making complex technical capabilities understandable to various audience segments. The organized navigation structure ensures visitors can easily find relevant information about the company's different aspects.
About Page Example 6. Mailchimp: Automation Expertise
Mailchimp's About page effectively balances corporate credibility with authentic storytelling. The page opens with a clear company overview before transitioning into a compelling founder story that demonstrates the company's evolution from a small web design agency to a global marketing platform. This progression creates immediate relatability with their target audience of growing businesses.
The copy is particularly effective when it:
- Establishes credibility through specific metrics ("$15 million invested in small organizations")
- Demonstrates stability ("acquired by Intuit")
- Shows market presence ("millions of customers worldwide")
- Highlights commitment to growth ("empower each other to bring unique perspectives")
- Maintains transparency about company culture and values
The page's structure guides visitors through a logical progression from company overview to detailed sections about culture and corporate citizenship. By combining factual information with narrative elements, the page creates a comprehensive yet engaging picture of Mailchimp's identity, values, and capabilities while maintaining professional credibility.
About Page Example 7. Asana: Workflow Solutions
Asana's About page effectively combines storytelling with practical information to build trust and demonstrate value. The page opens with a clear value proposition that immediately connects with the audience's needs, then transitions into a compelling origin story that establishes credibility through the founders' Facebook background. The copy maintains engagement through several key elements:
• Addresses common pain points ("work about work" problem)
• Uses specific metrics (100,000+ paying organizations)
• Explains company naming rationale
• Demonstrates global presence
• Incorporates clear value statements
The page's narrative flow progresses logically from company mission to practical information about locations and culture. By balancing professional credentials with personal touches, like the Sanskrit name explanation, the copy creates an approachable yet authoritative tone. The content structure moves naturally from high-level mission statements to specific details about company values and office locations, making it easy for visitors to understand both what Asana does and why they do it.
About Page Example 8. Buffer: Transparent Approach
Buffer's About page effectively balances transparency with storytelling to build trust and showcase company culture. The page opens with a clear introduction of who they are and transitions into a detailed company timeline from 2010 to present, demonstrating growth and stability. Their commitment to transparency is evident through the public sharing of key metrics, including $1.76M MRR and 181,494 monthly active users.
The page is particularly effective when communicating:
- • Company values through specific examples
- • Team culture through individual profiles
- • Global presence with detailed location data
- • Business stability through transparent metrics
- • Growth journey through a detailed timeline
The content maintains reader engagement by combining factual data with personal elements, such as team member profiles that include locations and roles. This approach creates a comprehensive narrative that serves multiple audiences - potential customers seeking a reliable partner, job candidates evaluating culture fit, and stakeholders assessing business performance.
About Page Example 9. Zendesk: Support Excellence
Zendesk's About page effectively communicates their mission while building trust through strategic content organization and clear messaging. The page opens with a relatable value proposition that connects with visitors by acknowledging a universal truth: "we're all customers."
This human-centered approach is reinforced throughout the page through:
- • Clear statistics demonstrating global reach
- • Transparent company information
- • Authentic origin story
- • Community involvement proof points
- • Accessible career opportunities
The page's strength lies in its balanced presentation of company scale and personal touch. By sharing specific numbers (100,000+ customers, 5,450 employees, 160 countries) alongside stories of community involvement and company culture, Zendesk creates a compelling narrative that appeals to multiple stakeholders. The content progression naturally guides visitors from understanding the company's mission to exploring engagement opportunities, whether as customers, employees, or community members. This structured approach helps visitors quickly find relevant information while maintaining a cohesive brand story.
About Page Example 10. Trello: Team Efficiency
Trello's About page effectively combines company narrative with product value through a clear, logical structure. The page opens with a concise value proposition that immediately establishes the product's purpose and unique position in the market.
The content flows naturally through several well-organized sections:
- Company overview and mission
- Historical timeline and growth
- Customer validation and social proof
- Press coverage and recognition
- Contact information and resources
What makes this page particularly effective is its balanced approach to storytelling. The copy maintains professionalism while incorporating personal touches, such as the story of Taco the company dog, which adds authenticity to the narrative. The page builds credibility through specific growth metrics, strategic partnerships, and press quotes from respected publications. Rather than relying on marketing hyperbole, it uses concrete examples and milestones to demonstrate the company's evolution and market position. The consistent tone and clear hierarchy of information make the content accessible and engaging for both potential customers and investors.
About Page Example 11. Dropbox Business: Security and Scale
Dropbox's About page effectively combines storytelling with strategic messaging to build trust and demonstrate company evolution. The page opens with a clear mission statement before transitioning into a narrative that acknowledges common productivity challenges. This approach resonates with users by showing understanding of their pain points while positioning Dropbox as a solution.
The page's effectiveness stems from several key elements:
- Clear problem-solution framework
- Progressive narrative from file sync to comprehensive workflow solution
- Strategic use of leadership credentials
- Balanced professional yet accessible tone
- Concrete examples of company growth
The copy maintains credibility through specific details about the company's journey since 2007, backed by leadership profiles featuring experience from recognized companies like Nike, Adobe, and Qualcomm. Rather than relying on promotional language, the page builds trust through factual presentation of the company's evolution, global reach, and leadership expertise. This approach creates a compelling narrative while maintaining professional authority.
Key Takeaways:
- Successful SaaS About pages focus on specific, measurable outcomes
- Enterprise security certifications and uptime statistics are crucial trust elements
- Clear implementation timelines and ROI data help drive conversions
If you want to get your marketing work done for your business (or for your clients’), then you HAVE to learn more how you can delegate unlimited marketing projects & tasks without the headaches of hiring. Download this free guide: 33 Examples of Marketing Projects You Can Delegate to Growbo
CONCLUSION
Your About page can be one of your most powerful conversion tools. The data proves it - well-crafted About pages get three times more conversions than paid ads in B2B sales. That's because business buyers spend 7 minutes on About pages compared to just 2 minutes on feature pages.
Here are the proven steps to improve your About page:
- Show specific numbers that build trust (team size, customer base)
- Add real customer stories from your industry
- Include clear implementation timelines
- Display relevant security credentials
- Structure content for both scanning and detailed reading
Here's the challenge: while these strategies work, most businesses struggle to implement them properly. They either lack the time or the marketing expertise to make it happen. That's why we're offering a $7 for 7 days trial - to help you put these best practices into action quickly.
For just $7, you get 7 days with our complete marketing team. Submit unlimited requests for About page updates, content writing, design work - anything you need. No contracts or hidden fees. Just expert help when you want it.
Ready to build a better About page? Schedule a call today. Share your About page success stories in the comments - we'd love to hear what's working for you!
Keep Growin,’ Stay Focused,
Image Credits:
- https://www.hubspot.com/our-story?hubs_content=www.hubspot.com/&hubs_content-cta=nav-utility-about
- https://slack.com/intl/en-au/about
- https://monday.com/p/about/
- https://www.zoom.com/en/about/
- https://www.shopify.com/news/about-us
- https://mailchimp.com/about/
- https://asana.com/company
- https://buffer.com/about
- https://www.zendesk.com/au/about/
- https://trello.com/about
- https://www.dropbox.com/about
