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Many businesses obsess over their homepage, landing pages, and blog content, yet consistently overlook one of the most visited pages on their site: the About page.
This is not a coincidence. It is a behaviour pattern.
When visitors land on a business website, especially for the first time, their next step is rarely “Buy now.” Instead, they ask a quieter, more important question:
“Who is behind this?”
The About page exists to answer that question. When it does not do so clearly, confidence drops and hesitation increases.
Why Visitors Navigate to the About Page
People do not visit About pages out of curiosity alone. They visit because they are evaluating risk.
Before filling out a form, booking a service, or trusting a brand with their data, visitors look for reassurance that:
- The business is real
- The team is credible
- The operation is professional
- The site is actively maintained
This behaviour is especially common for:
- Service-based businesses
- B2B companies
- High-value or recurring purchases
- Websites handling customer data
Your About page is not a branding exercise. It is a decision-support page.
About Pages Function as Trust Infrastructure
For business websites, trust is not abstract. It is operational.
A weak About page creates doubt. A clear, well-maintained one reduces friction.
Visitors subconsciously scan for:
- Clear business identity
- Consistent tone and messaging
- Professional language
- Evidence of experience
- Signs of long-term operation
This is why About pages often rank among the most visited pages in analytics reports, frequently alongside the homepage, contact page, and key service pages.
They are not passive content. They influence whether users proceed.
Why About Pages Matter More on Business Websites Than Hobby Sites
Personal blogs and hobby websites can survive on personality.
Revenue-generating and client-facing websites cannot.
Business websites operate under different expectations:
- Higher trust requirements
- Lower tolerance for ambiguity
- Real financial consequences if users hesitate
An About page on a business website must communicate clarity and stability, not just narrative.
This process reflects how professionally managed WordPress environments are maintained, not how personal or hobby sites are typically run.
Businesses require structure, accountability, and consistency across all core pages, including About.
The Hidden SEO Value of About Pages
Search engines do not “trust” pages, but they evaluate signals of legitimacy.
Google’s Search Quality Evaluator Guidelines emphasise transparency, authoritativeness, and identifiable ownership as indicators of quality, particularly for business websites. Learn more here.
A well-structured About page supports:
- Brand entity recognition
- E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness)
- Internal linking strength
- User engagement metrics
In short, About pages do not just reassure humans. They help search engines understand who is behind the site.
Why Weak About Pages Hurt Conversion Even If Everything Else Is Polished
A common misconception is that users will not notice weak About pages.
They do.
A vague, over-promotional, or outdated About page quietly introduces doubt:
- “Are they still active?”
- “Is this company established?”
- “Who is actually responsible here?”
Doubt rarely causes an immediate exit, but it reduces confidence and lowers conversion rates over time.
About Pages and Maintenance Discipline Are Connected
When About pages drift out of date, it usually signals a deeper issue:
- No change tracking
- No update validation
- No clear ownership
For businesses, plugin updates are a matter of risk management, uptime protection, and operational continuity.
Security and performance improvements are only valuable when they are verified and backed by a clear rollback plan.
This is why mature WordPress operations test updates in staging environments, deploy changes during controlled windows, and monitor outcomes, not because it is flashy, but because it prevents visible trust erosion.
Your About page is often the first place visitors notice when that discipline is missing.
Setting the Right Expectations With Your About Page
A strong About page should:
- Clearly explain what the business does
- Communicate operational stability
- Match the professionalism of the rest of the site
- Stay aligned with current offerings and positioning
It does not need hype.
It needs clarity and consistency.
When About pages are treated as living assets, not one-time content, they reinforce trust every time someone checks who you are.
Also, read
Why Businesses Underestimate This Page and Pay for It
Most teams focus on visible growth levers:
- Ads
- SEO blogs
- Campaign landing pages
But the About page quietly determines whether those efforts convert.
Managed updates prevent the far higher cost of emergency fixes, lost enquiries, and avoidable downtime.
The same thinking applies to content credibility. Prevention beats recovery.
Conclusion
About pages attract so much traffic on business websites because they serve a specific purpose in the user journey. They are where visitors pause to evaluate who is behind the site before deciding whether to engage further.
While rarely the top page by volume, About pages are consistently among the most visited pages on business websites because they concentrate high-intent attention. Visitors use them to assess credibility, clarity, and whether the website reflects an active, well-run business.
For business WordPress websites managed by Pressific, About pages are treated as core pages that must remain accurate, current, and aligned with the rest of the site. This ensures that when traffic reaches the About page, it reinforces confidence rather than introducing uncertainty.
Traffic alone does not create engagement. Clear, well-maintained pages do. About pages attract attention because people are evaluating the business. Pressific’s role is to ensure that when they do, the website supports that decision.
