"New" users would probably be something like
- Recently created account
- Created less than X days ago (30?)
- Or low activity account
- No upvoted questions or answers
- Or fewer than X posts (3?)
- And no linked SE accounts with high reputation
Most "About" pages contain information about the website/company, such as their background/history, who runs it, the owners and staff, etc, and I would not think to check the "About" page of a website for new user information.
But I am always very happy to see New User? Click here links on sites because I know the information contained in that link will be specifically for new users like me, so it will be written in a way I likely to understand and I won't waste my team reading through information I don't understand yet.
I think you will get more new users going to the new About page if you name the link more appropriately.