When a prospect is interested in your product or service, the first thing they do is to try to get to know your brand, the face behind the brand, the story behind the company, and what solutions you offer. Including some customer testimonials on your About page is an optimal practice as well to increase trust. Try not to use jargon instead use a conversational tone that reflects your company. Additionally, providing address and contact details is practical for credibility. No matter what, make sure your About Us page is more about your customers. Test your About page to get the best results.