Your About page might look like one of the most straightforward pages on your website. In B2B SaaS, it actually has a surprisingly difficult job.

It needs to establish that your company is credible enough to buy from and human enough to work for, often within the same visit.

The best About pages make intentional decisions about how to serve both audiences. Here are 12 examples worth studying, and the design choices that make them work.

Two People Are Reading Your About Page

The issue is that most B2B SaaS About pages are written as though they have a single audience, but the reality is that two very different people are actually reading it. One is deciding whether your company should belong on a shortlist, while the other is deciding whether they want to work there. Understanding which one needs what, and when, can transform how the entire page has to be designed.

The Buyer Who Is De-Risking You

The first reader is the one who surprisingly few About pages seem to be designed for, and this is the B2B buyer who’s already evaluating your company.

They’re rarely making that decision on their own. 6sense’s 2025 B2B Buyer Experience Report, based on almost 4,000 buyers across North America, APAC and EMEA, found that typical B2B purchases involve buying groups of more than 10 people. On an average $250,000 deal, some of those people may never speak to your sales team at all.

When one of them reaches your About page, they’re not necessarily looking for your company philosophy. They are de-risking you.

How established are you? Who is behind the company? Can you support an organization their size? Do real customers trust you? Does what they find here reinforce what they have already seen elsewhere?

This matters because the shortlist forms remarkably early. 6sense found that buyers put roughly four vendors on their shortlist on Day One and ultimately bought from one of those original vendors in 95% of cases in 2025, up from 85% previously.

So the About page can influence an evaluation before your company even knows an opportunity exists.

The strongest B2B SaaS websites worth studying understand that trust needs to exist across the whole site. Your SaaS homepage design starts that job. The About page needs to prove there is a credible company behind it.

The Candidate Who is Evaluating You

The second reader behaves very differently.

A candidate wants to know what working for your company is like. They want a strong team, culture, leadership, and values. They might consider testimonials, office location, leadership profiles, founder stories, and are likely to keep scrolling long after a buyer would have found what they needed.

[THE TWO READERS - ASSET #1]

This is the tension at the heart of B2B SaaS About page design.

The buyer wants confidence without having to work for it. The candidate wants depth. The buyer is looking for commercial stability and proof of scale. The candidate is looking for personality, beliefs and evidence that the culture described on the careers page exists in real life.

A page that is built entirely focused on either reader risks failing the other.

Yet many companies make that choice without actually understanding that they’ve made it. Recruiting pressure is visible and immediate, so the About page gradually fills with values, culture photography, employee stories and career messaging. Meanwhile, the buyer trying to establish whether this is a company they can trust with a six-figure contract has to hunt for evidence.

The answer isn’t to split the difference until the page fails to satisfy anybody. It is to decide what each reader needs and sequence the page accordingly.

The 12 examples below show different ways in which B2B companies have made that decision. Later, we will use a seven-question framework to turn those examples into something you can apply to your own About page.

Twelve About Pages Worth Studying

There is no single layout that makes an About page work. The strongest examples make a clear decision about what the reader needs to learn about the company, then utilize design, copy and information hierarchy to deliver it quickly.

These 12 B2B companies take very different approaches. The useful part lies in identifying the decision behind it.

The Comparison Table

The list below is alphabetical, not ranked. Each company earns its place because there is a specific design decision worth studying. That might mean prioritizing buyer proof, building for candidates, or successfully serving both audiences.

Every page was checked live on September 25, 2026. Where a company has changed or redirected the page, the assessment below will reflect current positioning.

[TWELVE PAGES, ONE DECISION EACH - ASSET #2]

Twelve About Page Examples

Attio

Attio builds CRM software for modern go-to-market teams. Its former About URL now redirects to a candidate-focused Careers page, where team photography, employee voices and values are doing a lot of the work here. The decision worth studying here is commitment: Attio knows this company page is for prospective employees and designs accordingly.

Figma

Figma is a collaborative design platform, so the company has an unusually design-literate audience to satisfy. Its current career experience leans into craft, playful visuals and culture, as opposed to generic messaging. For candidates who judge design professionally, the execution itself is evidence of the company they might join.

Gartner

Gartner provides research and advisory services, and its About page is the clearest buyer-first example. Before asking visitors to care about culture, it establishes scale: a $6.5 billion company, 20,000+ associates, approximately 90 countries, and 45+ years of experience. The lesson is a simple one: put de-risking evidence where buyers can’t miss it.

Gong

Gong’s revenue intelligence platform helps GTM teams improve revenue performance. Its About page takes almost the opposite approach to Gartner, moving through its founding story, “Gongsters,” culture, operating principles, leadership and global offices before ending with open positions. It’s unmistakably candidate-oriented, and intentionally so.

HubSpot

HubSpot is an AI-powered customer platform that is built and designed around its Smart CRM. The About page keeps the origin story prominent for a company with 9,000+ employees, and more than 306,000 customers. That human founding narrative sits alongside enterprise-scale proof, and allows HubSpot to serve buyers and candidates without sacrificing either.

Linear

Linear builds product-development software for teams and AI agents. Its About page expresses what the company values through the page itself: restrained typography, direct language, named team members and an emphasis on software craftsmanship. It serves both readers because the company’s standards are demonstrated rather than hidden behind generic values.

Mercury

Mercury provides financial software and banking services for startups. Its About page builds buyer confidence through disciplined presentation backed by concrete signals: investors, press coverage, 1,000+ employees and a clear explanation of how the product has expanded. The page feels controlled and credible without relying on a wall of generic trust badges.

Notion

Notion is a connected workspace for thinking, writing, and planning. Its About page turns the company story into an extended explanation of why modern work tools need to change. This structure mirrors Notion’s own proposition: organize complex information into something more coherent. This serves both readers while ensuring the product philosophy remains memorable.

PostHog

PostHog builds product and data tools for engineers, and its About page reflects this by refusing to sound like typical SaaS copy. It openly explains what the company doesn’t like about the industry, how it operates and why it intends to remain independent. That opinionated editorial approach gives candidates unusually strong evidence of what joining PostHog actually means.

Ramp

Ramp is a finance platform for businesses. Its About page leads with quantified evidence, including hours and money saved for customers, before moving into customer reviews and company values. The buyer doesn’t need to decode adjectives to understand scale or impact. Proof is given the visual prominence normally reserved for brand claims.

Stripe

Stripe builds programmable financial infrastructure for businesses. Its company information is presented with the kind of disciplined hierarchy associated with its product: mission, scale, global footprint and named leadership are easy to locate. For buyers, the lesson is to treat corporate information as useful product information.

Vercel

Vercel provides infrastructure for building and deploying apps. Its About page combines a technical company proposition with recognizable investors and a direct recruiting path. That makes it the strongest integrated case here. Technical buyers get specificity and credibility, while candidates get a clear sense of what Vercel is building and why.

This page-type series delves deeper than About pages. Our breakdowns of SaaS pricing page design and martech website design examine the same question from different angles. What information does this specific visitor need, and how should the page make it easier to find?

The Seven Questions, Applied to B2B

Studying strong About pages gives you a good idea of what works well. Building one requires a framework for deciding what actually needs to be on the page.

The strongest example of this comes from Orbit Media. The questions themselves are broadly applicable. The important part for B2B SaaS is trying to decide the questions that need to be answered first, and for which reader.

Orbit Media’s Framework, With Credit

Orbit Media’s guide to About pages identifies seven questions a visitor is silently asking:

Who is behind this business?
Why did they start it?
What do they believe?
What problem do they solve and how?
What do they sound like?
What is their vision?
Where are they?

It’s the best framework we found on the current SERP because it moves beyond deciding which standard About page sections to include. Instead, it begins with what a visitor is actually trying to learn.

Orbit also provides a useful test for whether your answers are doing any meaningful work: the French Test.

Take a statement from your About page, particularly your mission or values, and imagine replacing your company name with a competitor’s. If the statement continues to work fine it’s not telling the reader anything distinctive about your company.

Try it with your mission statement. If five competitors are able to credibly claim the same thing, then the problem is more widespread than About page copy. In this scenario, it would suggest that the underlying brand identity needs to be better defined.

This is also why building a B2B SaaS brand needs more than simply a memorable visual system. The things you claim to believe need to be specific enough that another brand can’t just copy them.

What Changes for B2B SaaS

Orbit’s seven questions still hold for B2B SaaS. All that changes here is the order in which they need to be answered.

Buyers want questions that are targeted toward reducing uncertainty to be answered first. Who is behind the business? and Where are they? become questions of stability. They’re essential for establishing whether there's real, accountable organizations behind the product.

Candidates, on the other hand, have different priorities. What do they believe? and What do they sound like? reveal more culture and whether this place aligns with what they look for in a place of work.

The remaining three questions serve both readers.

What problem do they solve and how? belongs near the top, but this is also one of the easiest questions for an About page to overlook because the company already answers it on their homepage. However, a buyer might arrive here directly, so having a single clear line connecting the company to the problem it solves is imperative.

Why did they start it? gives that problem a more human origin, but the story needs to be concise. What’s their vision? explains where the company is headed without turning the page into a detailed manifesto.

The questions are Orbit Media’s. The ordering changes when the reader is a buying committee instead of a shopper.

[SEVEN QUESTIONS, TWO READERS - ASSET #3]

For B2B SaaS, this provides a practical sequence: problem and proof first, people second, beliefs and voice third.

Gartner follows this logic well by establishing what the company does, as well as its scale, before moving deeper into the organization. Many startup About pages actually often do the reverse, opening with purpose, values and culture before they provide the buyer with evidence.

But the buyer will simply leave if their questions are not answered first.

Five Ways It Goes Wrong

Weak About pages often fail because the company has filled the page with familiar content without asking what any of it actually proves.

For a B2B buyer, some of these failures become obvious almost right away. Others only emerge when you look at who the page was designed to serve.

The Failures a Buyer Notices

The first is the interchangeable mission statement.

This is where Orbit Media’s French Test becomes useful. Replacing your company name with a competitor’s, and the statement continues to make sense, buyers learn nothing about why your business is different.

The second is stock team photography. It’s convenient for distributed teams, but it creates a clear contradiction. The About page is meant to reveal the people behind your company, but the people pictured don’t actually work there.

Real names, faces and roles give buyers accountability.

The third is the timeline nobody actually reads.

Company timelines can demonstrate longevity, but only when the milestones mean something to the reader. Remember, chronology is not proof.

Buyers seeking stability want the significance behind these dates: customers won, markets entered, funding secured, products launched or scale reached.

And some proof belongs elsewhere. If the claim is that your company produces measurable customer results, your case study page design needs to carry the evidence rather than forcing the About page to do every job on the website.

The Failure Nobody Notices Until Later

The remaining failures tend to be structural. The first failure is values that nobody can act on. Words like integrity and innovation can describe what a company hopes to be. But without corresponding behaviors, it’s difficult for candidates to understand how the company actually operates.

The second is bigger: the recruiting-selling mismatch.

A company fills its About page with culture, employee stories and perks when the buyer wants evidence of scale and stability. Or it does the reverse, building a corporate credentials page that tells a potential employee nothing about the people or culture they could be joining.

Neither approach is wrong, but the problem is arriving there accidentally.

[FIVE FAILURE MODES - ASSET #4]

Gartner intentionally establishes buyer confidence early through its scale and reach, then separates employer-focused content into Life at Gartner.

Gong takes almost the opposite approach, with the company’s operating principles and recruiting path making priorities obvious. The page leans toward candidates because this is what the page has been designed to do.

Vercel shows the third option: integration. Technical specificity and company credibility serve the buyer, while the mission gives candidates somewhere natural to continue.

The failure isn’t choosing one approach over the other. It’s failing to choose deliberately.

The Entity Layer and What We Do Not Know

There is one final consideration for the About page: what it tells search engines and AI systems about the company itself. But this is where claims can wind up outrunning the evidence.

Organization Schema, Kept Honest

Google says no special schema is needed for AI Overviews or AI Mode, and structured data needs to match visible content.

Organization schema reinforces basic entity information such as your company name, URL, logo, contact details, and verified profiles. The About page is a natural place to hold this information.

Make sure you keep the claim narrow: there’s no evidence that adding Organization schema to an About page specifically improves AI citations.

What is Actually Known

There’s no credible independent research that shows how About pages affect bounce rates, time on page, conversion or B2B trust.

What we do know is that B2B buying groups are large, research happens before sales conversations, and shortlists form early.

Make sure you design for the buyer who leaves first and then give candidates somewhere they can go deeper.

The same principle applies across B2B landing page examples, and effective web design: build around what the reader needs, rather than numbers nobody’s measured.

FAQ

Eight questions, 40 to 70 word answers, direct answer first. FAQPage schema. Only the five usable PAA questions are adapted; the nine contaminated ones about SaaS definitions and about-me pages are ignored.

Question

Answer direction

What should a B2B SaaS About page include?

Answers to seven questions a visitor is silently asking, per Orbit Media: what problem you solve, who is behind the company, where you are, why you started, your vision, what you believe and what you sound like. For B2B, the first three go at the top because a buyer scanning to de-risk you leaves once they are answered.

Who actually reads an About page?

Two people who want opposite things. A buyer mid-evaluation, one of ten or more in the buying group per 6sense, wanting stability and scale proof. And a candidate evaluating an employer, wanting culture and people. Most pages are accidentally written for the second and fail the first.

Should the About page be for recruiting or for selling?

Both, in sequence rather than blended. Put buyer proof at the top because the buyer leaves first, and separate the recruiting material below it. Gartner does this with a Life at Gartner section. Gong leans recruiting openly. What fails is one blended page that serves neither.

What does a good About page look like for B2B?

Specific enough to fail the French Test. If you could swap in a competitor's name and nobody would notice, it is not good. Real names and faces rather than stock photos, quantified scale rather than adjectives, and a founding story kept to a paragraph rather than a timeline.

Does an About page help with SEO or AI search?

Modestly, and mostly as an entity signal. It is the natural home for Organization schema with a consistent name, logo, canonical URL and verified profiles. Google says no special schema is needed for AI features and structured data must match visible content. No study shows About page schema improves AI citation specifically.

Should we use a founder story on our About page?

Yes, kept short. HubSpot keeps its origin story human at enterprise scale. What fails is a long timeline with no payoff, when the buyer wanted a stability signal and got a diary. One paragraph on why the company started is worth more than a decade of milestones.

Is there data on how About pages affect conversion?

No credible independent data exists on About page bounce, time on page or measured influence on B2B trust. Every specific figure in circulation traces to an agency or website builder blog. What is evidenced is that buying groups are large and shortlists form early, so design for the buyer first.

Should the About page have a call to action?

Yes, and a different one for each reader. A demo or contact path for the buyer near the proof section, and a careers link for the candidate near the culture section. One generic CTA at the bottom serves neither, because the buyer has already left by then.

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Veza Digital Blog: Best About Page Design Examples 2026