Let's be honest. Writing your About page is weird.
You’re expected to talk about yourself without sounding arrogant, share your expertise without listing every qualification you’ve ever earned, and somehow make strangers on the internet think, “I trust this person enough to give them my money.”
No pressure.
So what usually happens?
You write something like this:
“Founded in 2021, we are passionate about delivering innovative solutions to businesses across various sectors…”
Congratulations. You’ve just described approximately 83% of the internet.
The truth is, knowing how to write an About page well is one of the most underrated skills in your business toolkit. It’s often one of the first places potential clients land after they’ve decided they like what you offer.
Now they want to know:
Who are you?
Do you understand what I’m struggling with?
And most importantly… do I actually want to work with you?
Because people don’t just buy services.
They buy confidence.
They buy connection.
And they buy from people they trust.
Here’s how to write an About page that helps the right clients think:
“This is exactly who I’ve been looking for.”
First things first: your About page isn't really about you
I know.
It’s called an About page.
But the businesses that get this right understand something important:
Your story only matters when it helps your audience understand their story.
Think of it less like an autobiography and more like the beginning of a conversation.
Instead of asking:
What do I want people to know about me?
Ask:
What does my ideal client need to hear to feel confident working with me?
Because while your reader may genuinely be interested in your journey, they’re also wondering:
- Can this person solve my problem?
- Will they understand my business?
- Will working with them feel easy?
- Do they seem like someone I’d actually enjoy emailing for the next three months?
Your About page should answer all of those questions.
Step 1: Start where your audience is
One of the biggest mistakes businesses make when writing an About page is opening with their own timeline.
“I started my business after graduating in…”
Instead, start by acknowledging your reader.
Maybe they’re a founder who’s built a successful business, but has a DIY website that no longer reflects the quality of their work.
Maybe they’re frustrated because they’ve outgrown the branding they created in Canva at 11pm five years ago.
Maybe they’re tired of blending into the background when they know they have something valuable to offer.
When readers feel understood, they keep reading.
When they think:
Oh wow… that’s exactly where I am right now,
they start paying attention.
Step 2: Tell the story behind what you do
Once you’ve connected with your audience, it’s time to share your story.
Not every detail, nobody needs a complete career timeline dating back to your Saturday job.
But they do want to understand:
- Why you started your business
- What you believe in
- What shaped the way you work
Stories help people remember you.
Perhaps you saw too many talented business owners hiding behind generic branding that didn’t capture who they really were. Maybe you’ve experienced firsthand how hard it is to grow a business with a website that no longer fits.
Those experiences matter because they explain why you care.
And people are drawn to businesses that genuinely care.
Step 3: Make your values obvious
People don’t just hire based on skill.
They hire based on fit.
Your values influence everything from how you communicate to how you approach projects. So don’t hide them.
Perhaps you believe:
- Strategy matters more than following trends
- Personality is a business asset, not something to tone down
- Collaboration creates better outcomes
- Small businesses deserve thoughtful design, not cookie-cutter templates
The right clients will read those things and think:
Yes. This is exactly how I want to work.
The wrong clients might decide you’re not for them.
That’s actually a good thing.
A great About page attracts and filters at the same time.
Step 4: Describe who you love working with
This is where a little specificity goes a long way.
Instead of:
“We work with all kinds of businesses.”
Try describing the people you’re genuinely excited to help. Perhaps they’re:
- Founders who started with DIY solutions and are ready for the next chapter
- Business owners who are serious about growth
- People who want to stand out without feeling overly polished or corporate
- Ambitious entrepreneurs who value strategy as much as aesthetics
When people recognise themselves in your words, something shifts.
They stop thinking: I wonder if this is for me?
And start thinking: I need to enquire.
Step 5: Show that you understand their worries
Investing in your services can feel vulnerable.
Your potential clients aren’t just evaluating whether you’re talented. They’re wondering:
- What if this doesn’t work?
- What if I lose what makes my business feel like me?
- What if this is a waste of money?
- What if I don’t even know where to start?
Acknowledging those fears demonstrates empathy. It shows you’ve worked with people like them before. It reassures them that they don’t have to have everything figured out before reaching out.
Because often, what clients need most isn’t certainty.
It’s guidance.
Step 6: Add proof that backs up what you're saying
Being relatable is wonderful.
Being relatable and credible is even better.
This is where social proof comes in. Consider including:
- Testimonials
- Case studies
- Client results
- Industry experience
- Qualifications (where relevant)
Connection opens the door. Trust helps people walk through it.
Testimonials are particularly powerful because they answer the question:
Has someone like me had a good experience working with this person?
Step 7: Sound like an actual human
This might be the most important thing to get right when you’re writing an About page.
It should sound like you.
Not the version of you who swallowed a corporate handbook.
If you’re naturally warm, be warm. If you’re witty, let some humour through. If you’re straightforward and practical, embrace that.
People don’t connect with perfectly polished business jargon.
They connect with authenticity.
That’s especially true if your brand revolves around personality — because if someone is going to work closely with you, they want a glimpse of who you actually are. Not just what you do.
Step 8: Make it ridiculously easy to take the next step
Imagine meeting someone brilliant at a networking event. You have a great conversation. You decide you’d love to work together.
And then they disappear into the crowd without giving you their details.
That’s what happens when an About page ends without a clear call to action.
After someone has spent time getting to know you, don’t leave them hanging. Invite them to:
- Book a discovery call
- Get in touch
- Explore your portfolio
- Learn more about your services
Make the next step feel clear and welcoming.
So, what should your About page actually do?
By the time someone reaches the bottom, they should be thinking:
- You understand where I am right now.
- I trust your expertise.
- I like your approach.
- I can imagine working with you.
- I should probably send that enquiry.
Because the best About pages don’t just share information.
They build relationships. They create familiarity. And they help the right people realise they don’t have to keep searching.
Before you hit publish, ask yourself:
- Does this sound like an actual human being?
- Have I focused on my audience as much as myself?
- Would my ideal client feel seen after reading this?
- Have I shared enough personality to feel memorable?
- Is it obvious what someone should do next?
If the answer is yes – congratulations.
You’ve written an About page that does far more than explain who you are.
You’ve written one that helps the right people say:
“Yep. You’re my person.”
Need help bringing your About page to life?
Writing about yourself is hard. Writing about yourself in a way that actually converts? Even harder.
If you’ve read this and thought “I know what I need to do, I just don’t know how to make it look as good as it reads” – that’s where we come in.
We design websites for small businesses and founders who are ready to show up online in a way that reflects the quality of what they actually do.