In B2B marketing, trust cannot be bought—it must be earned. One of the most underestimated, yet most strategic, spaces to build that trust is the B2B About Us page.

While many companies reduce it to a dull corporate timeline, high-performing B2B brands understand that this page is a branding, talent, and conversion asset.

At The Orange Lab, we believe in a simple principle: humanity + innovation. And that philosophy must be felt, read, and experienced from the very first scroll.

Why the “About Us” page directly impacts B2B decisions

B2B decision-makers do not evaluate only pricing and services. They also assess:

  • Who they will work with
  • Whether values are aligned
  • If the team is real and trustworthy
  • If the culture matches the brand promise

In complex buying journeys, the B2B About Us page is often visited right before a prospect decides to contact—or discard—a vendor. It is not informative; it is validational.

An impersonal page creates doubt.
 A human page creates connection.

The common mistake: corporate pages without soul

Many B2B websites repeat the same errors:

  • Generic copy like “we are leaders in integrated solutions”
  • Stock photos with no real people
  • Company-centered messaging instead of people-centered storytelling
  • No mention of culture, values, or ways of working

The result is a page that does not differentiate, does not connect, and does not build brand equity.

How to turn your “About Us” page into a strategic tool

1. Show the people behind the brand

In B2B, trust is built between people, not logos. Featuring your real team immediately humanizes your brand.

Best practices:

  • Authentic team photos (no stock images)
  • Clear roles focused on value
  • Short, human descriptions—not résumés

This is critical for both external branding and employer branding, especially for Human Resources leaders.

2. Explain how you think, not just what you do

Beyond services, executives want to understand how you work.

Include:

  • Your approach to projects
  • How decisions are made
  • How you collaborate with clients
  • What truly differentiates your process

This reduces sales friction and aligns expectations before the first call.

3. Communicate culture and values with real examples

Values are not declared—they are demonstrated.

Instead of listing buzzwords like “innovation” or “commitment,” explain:

  • How those values show up daily
  • How they impact clients
  • What decisions they influence

This transforms the B2B About Us page into a natural filter for both clients and talent.

4. Connect your story to your current purpose

You do not need your full history—only the part that reinforces your vision.

An effective narrative answers:

  • Why the company exists
  • What real problem it decided to solve
  • Where it is going

This creates coherence between branding, marketing, and sales.

5. Combine SEO, UX, and emotion

Humanizing your brand does not mean sacrificing strategy. A strong About Us page must:

  • Be well structured with clear subheadings
  • Be scannable for time-constrained executives
  • Include the keyword B2B About Us page naturally
  • Load fast and perform perfectly on mobile

Emotion attracts attention, but experience drives conversion.

Direct benefits for Branding and Human Resources

For Branding Directors:

  • Stronger brand identity
  • Clear differentiation in crowded markets
  • Higher perceived value

For Human Resources Directors:

  • Stronger employer branding
  • Attraction of culture-aligned talent
  • Reduced turnover due to misalignment

One single page can impact marketing, sales, and talent acquisition simultaneously.

The Orange Lab perspective: humanity that converts

At The Orange Lab, we design About Us pages that do more than read well—they build real trust and drive action. We combine:

  • B2B strategy
  • UX and information architecture
  • Corporate storytelling
  • SEO aligned with user intent

Because a human brand is not less professional. It is more credible.

Does your “About Us” page truly reflect who you are?

If your website still presents a cold or generic version of your company, you are losing opportunities for connection, sales, and talent.

I invite you to work with us on a page that speaks about people, supports innovation, and builds trust from the very first click.

👉 Let’s talk and turn your About Us page into a strategic asset:
 https://theorangelab.co/en/contact-us/