Запускаю новый проект и застрял на странице “О нас”. Каждый раз вместо профессионального описания получается слезливая история. Как правильно представить команду, чтобы клиенты захотели с нами работать? Поделитесь примерами!
Had a SaaS client whose About page was tanking their ad conversions. Heatmaps showed people bouncing fast - the page read like someone’s personal diary instead of showing what they could actually do. We flipped it to focus on real numbers - ‘500+ campaigns managed, average 340% ROAS improvement’ - and put each team member’s biggest client win next to their photo. CPA dropped 28% because the landing page finally backed up what our ads were promising about their expertise.
Had a client - a consulting firm - whose About page was tanking their bottom-funnel conversions. The fix? We stopped trying to be everything to everyone. Instead of one bland story, we split it into sections that matched what people were actually searching for. ‘Who we are’ stuff for early browsers, but ‘our methodology’ and ‘client results’ for folks ready to buy. Qualified inquiries jumped 52% because visitors found exactly what they came looking for.
I audited a law firm’s About page that wasn’t ranking for their keywords. They had zero schema markup for credentials or years of experience. After adding Organization and Person schema with practice areas and founding dates, their visibility for ‘experienced [city] lawyers’ jumped 40%. The structured data helped Google understand their expertise, which boosted user trust from organic traffic too.
Faced the same thing with email signatures for a B2B client. We A/B tested personal backstories vs competency-focused descriptions in our founder series. The competency emails (specific results and expertise) got 34% higher CTR than emotional origin stories. People wanted proof you can deliver, not sympathy. Same goes for About pages - start with what you’ve accomplished, not why you started.
We rebuilt an agency’s About page when their conversion rate got stuck at 2%. Rather than the usual founder story, we focused on client transformations they’d delivered. Each team member got introduced through specific client wins instead of just listing credentials. Basically turned the whole page into social proof - conversions shot up to 8% because prospects saw themselves in those success stories, not some generic agency backstory.