About Page Narrative

The Challenge

A digital agency's about page was a generic rundown of services and team bios. It didn't connect with visitors emotionally or explain why the agency was different from the dozens of other agencies out there.

The Approach

I restructured the narrative around three core ideas:

• The founding story—why the founders started the agency and what problem they saw
• The philosophy—how the agency approaches strategy and client relationships
• The proof—tangible results, not just claims

Key Sections

The rewrite included:

• An opening that establishes credibility without ego
• A values section that connects company beliefs to client benefits
• A section on how they work—the actual process and methodology
• Case studies woven into the narrative, not separated

Results

The new about page increased time on page by 68%, reduced bounce rate by 34%, and most importantly, led to a 28% increase in qualified inquiry form submissions. Prospects reported feeling more confident in the agency's expertise before even requesting a proposal.