Most About pages feel like filler.
They’re either too vague, too stiff, or too long—and none of that helps your business.
But done right? Your About page can build trust, explain your value, and make people feel like, “Yep, this is who I want to work with.”
Here’s how to write one that doesn’t sound like a résumé or a self-promo speech—and actually helps your business grow.
What Your About Page Is Really For
It’s not just about you.
Your About page is where you:
– Explain what you do (in plain language)
– Show who you help
– Share why you do it
– Make people feel like you understand them
– Build trust without being salesy
Think of it like an introduction at a networking event. You’re not reciting your bio—you’re making a real connection.
What to Include on a Strong About Page
1. A Simple Opening Line
Don’t start with “Welcome to my About page.” Instead, lead with what you do and who you help.
Example:
I help small service-based business owners get more clients with websites that work—and messaging that makes sense.
Keep it direct and warm. That first line should answer: “Who are you, and why should I keep reading?”
2. Your Story (But Focused)
Your story should give just enough background to show you’re credible—and relatable.
It should answer:
– How did you end up doing this work?
– What makes you good at it?
– Why do you care?
You don’t need a full career timeline. Just enough to show your personality and build trust.
3. What You Stand For
What makes you different from everyone else?
Use 2–3 short points that make it clear:
– How you work
– What you believe in
– What clients can expect when they hire you
Don’t overthink this. Write it like you’d say it.
Example:
I don’t believe in cookie-cutter anything. When we work together, everything is built specifically for your business—not some template.
4. A Photo That Looks Like You
Use a real photo of you being you. It doesn’t have to be formal.
People work with people.
If you’re a travel advisor, maybe it’s you in a destination you love.
If you’re a coach, maybe it’s you in your space with a cup of coffee and your laptop.
No stock photos. No awkward poses.
5. A Call to Action
Once someone finishes reading your story, what should they do?
– Book a consult?
– Read your services?
– Download your lead magnet?
Give them one clear step. Don’t assume they’ll find it.
Example:
Ready to work with someone who gets what it’s like to run a business solo? Book your free strategy session and let’s talk.
What to Leave Out
– Overused buzzwords (“passionate,” “results-driven,” “innovative”)
– Your entire career history
– Inside jokes or vague references that don’t mean anything to a new visitor
– Paragraphs that say nothing
A Simple About Page Formula You Can Use
If you’re stuck, this structure works for almost everyone:
1. Who you help and what you do
2. Why you do it / your backstory
3. What makes you different
4. What kind of experience people can expect
5. CTA
It doesn’t need to be long. It just needs to feel honest and clear.
Final Thought
Your About page shouldn’t feel like a chore—or a brag.
It’s a chance to tell your story in a way that helps people trust you faster.
Make it feel like a conversation, not a sales pitch.
And if you’re still staring at a blinking cursor?
Book a free strategy session and I’ll help you say what actually needs to be said.
