It’s definitely important to talk about why you’re relevant to the visitor — so many About Pages are just a list of credentials and company history, neglecting the readers and thereby collecting dust at a corner of the website.

The about page can also become a very effective sales tool, not by overtly pedaling products or services but by establishing an emotional connecting with the visitors.

E.g. Can you talk about the evolution of your POV to build trust and credibility? Can you “zoom out” to a larger context, evoke empathy and elicit an emotional response? Can you communicate a “shared identity” to cultivate a deeper level of trust? Can you aspire an identity that’s conducive to purchasing?