B2B About Us Page: Best Practices, Examples & Templates (2026)

Why the most overlooked element of your company page is costing you deals and how to fix it in under 10 minutes

I was on a Zoom call with a VP of Marketing last month. She was frustrated.

"We redesigned our entire website. New copy. New branding. Beautiful design."

She paused.

"But our demo requests dropped 23%."

I asked her to share her screen. She pulled up their About Us page. And within five seconds, I knew exactly what went wrong.

The page was gorgeous. Mission statement? Inspiring. Company values? Thoughtful. Timeline of achievements? Impressive.

But the team photos looked like they were taken in 2019. In a fluorescent-lit conference room. With a smartphone.

Here's the thing nobody tells you about B2B about us pages.

Your prospects aren't reading your mission statement first. They're scanning your faces.

And if those faces look unprofessional, outdated, or worse-like stock photos-you've already lost them.

The 3-Second Trust Problem

Research from Princeton found that people form first impressions of faces in just 100 milliseconds. Not seconds. Milliseconds.

In B2B, where deals can run six or seven figures, that snap judgment carries weight.

When a procurement manager lands on your About Us page, they're not consciously thinking, "Do these headshots look professional?" But their brain is absolutely making that calculation.

Your About Us page is a trust audit. And most B2B companies are failing it without knowing why.

I've reviewed hundreds of B2B websites over the past two years. The pattern is painfully consistent.

Companies invest thousands in web design. They hire copywriters for their messaging. They obsess over their hero section.

Then they slap on team photos that look like LinkedIn rejects from 2017.

It's like wearing a $3,000 suit with scuffed shoes. The details betray you.

What Actually Makes a B2B About Us Page Convert

Let me be clear. Copy matters. Design matters. Your origin story matters.

But before any of that can work, you need visual credibility.

Here's the framework we recommend to every B2B company serious about their About Us page:

1. Lead with faces, not logos.

The old playbook said to open with your mission statement. That's backwards.

B2B buyers want to know who they're dealing with. Put your leadership team above the fold. Make eye contact through the screen. Show them humans, not corporate abstractions.

When you write an about us page, remember: people buy from people. Even in B2B. Especially in B2B.

2. Create visual consistency.

This is where most companies fumble.

Your CEO has a professional headshot from a studio session. Your Head of Sales has a cropped photo from a conference. Your newest hire uploaded their college graduation picture.

The result? Your page looks disjointed. Unserious. Like a company that can't get aligned on the basics.

Consistent headshots signal organizational maturity. They say, "We have our act together."

3. Ditch the stock photos entirely.

I cannot stress this enough.

If you're using stock photos of "diverse teams collaborating" on your About Us page, your prospects can tell. And it destroys trust instantly.

A study from NN Group found that users consistently ignore stock photos while engaging deeply with authentic images. Your stock photo of smiling businesspeople? It's literally invisible to your audience.

The Part Nobody Talks About: The Headshot Problem

Here's where it gets messy.

Most B2B companies know they need better team photos. They've known for years.

But coordinating a professional photo shoot is a nightmare.

You have to find a photographer. Schedule a day when everyone's available. (Good luck with that.) Rent a space. Make sure everyone shows up looking presentable. Then wait weeks for edited photos.

By the time you get the images, two people have left the company and three new hires have started.

It's an endless cycle of outdated photos and "we'll get to it eventually."

This is exactly why we built HeadshotPhoto.io. We watched B2B companies struggle with this for years and thought, "There has to be a better way."

Now, anyone on your team can get a professional headshot in 10 minutes. No photographer. No scheduling chaos. No waiting.

Upload a few selfies, and our AI generates studio-quality headshots that look consistent across your entire team.

But I'm getting ahead of myself. Let me show you what actually works on a company about us page.

B2B About Us Page Examples Worth Studying

Gong nails the visual hierarchy. Their page opens with bold, colorful portraits of their team. The photos have personality. They feel human. And they're unmistakably consistent-same lighting, same energy, same vibe.

The copy comes second. And that's intentional.

HubSpot takes a different approach. They lead with video, their CEO explaining the company's origin. But notice: even their video thumbnails feature professional, well-lit faces.

The message is clear. Before they tell you what they do, they show you who does it.

Stripe goes minimal. Clean design. Sparse copy. But their team page features beautifully consistent headshots that make you think, "These people know what they're doing."

See the pattern?

The best B2B about us pages don't just tell a story. They prove credibility through visual consistency.

The Psychology Behind B2B Trust

Let me explain why this works at a deeper level.

In B2B transactions, buyers are taking a risk. They're staking their reputation on a vendor choice. If the software fails or the service disappoints, they're the ones explaining it to leadership.

So they look for signals that reduce perceived risk.

Professional headshots are one of those signals. They communicate:

• "We invest in presentation."
• "We're established enough to care about details."
• "We're the kind of company you can bring to your board."

It's not rational. But buying decisions rarely are.

Your About Us page is doing emotional labor whether you realize it or not. The question is whether it's working for you or against you.

How to Write an About Us Page That Actually Converts

Now let's talk copy.

Once your visual foundation is solid, your words can do their job. Here's what works:

Open with your "why," not your "what."

Nobody cares that you're a "leading provider of enterprise solutions." Start with the problem you exist to solve. Start with the frustration that led to your founding.

"We started this company because we were tired of..."

That's a hook. That's human. That creates connection.

Make your reader the hero.

The biggest mistake in about us page examples? Making it all about the company.

Your page should answer one question: "What's in it for me?"

Weave your customer into every paragraph. Show how your journey relates to their problems. Make them see themselves in your story.

Include proof, not just promises.

Anyone can claim to be innovative. Proof is harder to fake.

Add client logos. Feature testimonials. Show metrics. Link to case studies.

If you're a B2B company without social proof on your About Us page, you're leaving trust on the table.

End with a clear next step.

Your About Us page isn't a dead end. It's a waypoint.

What do you want visitors to do after reading? Book a demo? Download a resource? Meet the team?

Make that action obvious. Make it easy.

The Quick Win Most Companies Miss

If you take nothing else from this article, take this:

Update your team photos. Today.

Not next quarter. Not when you have time. Today.

If you can't coordinate a professional shoot, use AI-generated headshots to get consistent, professional images for your entire team in an afternoon.

The ROI is immediate. Your About Us page starts converting better. Your LinkedIn profiles look sharper. Your sales decks feel more credible.

It's the single highest-leverage change you can make to your B2B web presence.

What I Wish I Knew Sooner

When I first started thinking about what makes B2B websites work, I focused on all the obvious stuff. Messaging. SEO. Funnel optimization.

It took years to realize that the small visual details often matter more than the big strategic moves.

A professional about us page doesn't just look better. It performs better. It converts skeptics into believers. It makes strangers feel like they already know you.

And it starts with faces.

Real faces. Professional faces. Faces that make people think, "I want to work with them."

Your About Us page is probably your second or third most-visited page. It's where curious prospects go to decide if you're legitimate.

Don't let bad photos answer that question for you.

Frequently Asked Questions

What should a B2B About Us page include?

A strong B2B About Us page needs five core elements: professional team photos, your company origin story, a clear value proposition, social proof like testimonials or client logos, and a specific call to action. Visual credibility through consistent headshots is often the most overlooked element that builds immediate trust with prospects.

How do you write a company About Us page that converts?

Start with your "why" instead of your "what." Open with the problem you solve, make your customer the hero of the story, include concrete proof points, and end with a clear next step. Most importantly, ensure your team photos are professional and consistent before worrying about copy.

How long should a B2B About Us page be?

Most effective B2B About Us pages range from 300 to 800 words. Enough to tell your story and establish credibility, but not so long that visitors lose interest. Prioritize scannability with clear sections, and let your visuals do heavy lifting. Quality beats quantity every time.

Are stock photos okay for an About Us page?

No. Users consistently ignore stock photos and studies show they actually decrease trust. Authentic images of your real team outperform stock photos in both engagement and conversion. If professional photography isn't feasible, AI-generated headshots offer a consistent, affordable alternative.

How often should you update your About Us page?

Review your About Us page quarterly and update it whenever team members change, you hit significant milestones, or your messaging evolves. Team photos specifically should be refreshed every 12 to 18 months to stay current and maintain professional credibility with prospects.