It gets more traffic than you think
Check your analytics before dismissing it. For considered purchases the about page is frequently the second or third page a real prospect visits, because the question underneath their evaluation is whether you are a real company they can trust.
It answers a specific question
Not “what is your history” but “should I trust these people with this”. Founding dates and mission statements answer the first. Who does the work, what they have done before, and how the company operates answer the second.
Nobody reads an about page to learn your history. They read it to decide whether you’re real.
Specificity does the work here too
Named people, actual experience, and how you actually run projects beat “passionate team of experts”. It is the same property that makes a case study believable: detail that would be embarrassing to invent.
Say how you work, not just who you are
How projects start, who a client deals with day to day, what happens when something goes wrong. These reduce the perceived risk of engaging, which is the actual barrier at this stage of the decision.
It carries entity weight
The about page is usually where a model looks for what kind of organisation you are. Keeping it consistent with your structured data and self-description is part of being legible rather than merely present.
End it with a way forward
Someone finishing the about page is closer to acting than anyone on your homepage. Leaving it without the one action the site wants wastes the most qualified moment on the site.