There comes a point in almost every entrepreneur’s or founder’s journey where you realize:
I should probably have an About Page.
At first, it doesn’t seem that important. Until you appreciate how thin the line is between you and someone else offering an almost identical service.
And most of the time, the difference isn’t the deliverables.
It’s the experience of working with you.
Your perspective.
Your personality.
Your way of solving problems.
That’s where your About Page comes in.
Because when someone lands on your website, your About Page is often where they’re deciding if they trust you enough to buy from you and why you’re the smarter investment over someone else.
But writing an About Page is a whole lot harder when you’re the one who has to talk about yourself.
If you’ve ever stared at a blank page wondering what to include, what to leave out, or how to sound like yourself without reading like a LinkedIn résumé, join the freaking club.
Because when it comes to writing anything about your own business, most people tend to fall into one of three categories.
Writing Your Memoir Instead of Your About Page
Category One: The Over-sharer
Once you start writing, you can’t stop.
The floodgates open. You become the voice of a generation. The keyboard catches fire. Your eyes glint in the glow of your laptop screen and suddenly, 12,000 words later, you have no idea what should stay, what should go, or frankly, what the hell just happened.
You’ve probably read an About Page like this before. It feels less like a business introduction and more like stumbling into someone’s fever-dream.
Entertaining? Potentially.
Helpful for a potential client who barely knows you and is trying to decide whether to inquire? Less so.
Because while your story matters, your reader is subconsciously asking one question the entire time:
Why does this matter to me?
You’ve Been Staring at the Same Blank Google Doc for Three Weeks
Category Two: Blank Page Paralysis
This one feels like waking up from a midday nap and having no idea what day it is, where you are, or what your own name might be.
You’ve had too many pivots. Too many lessons, jobs, risks, reinventions, and existential crises to know where to even begin.
Every sentence feels either too dramatic or completely irrelevant.
So instead of writing the About Page, you open another tab, reorganize your Notion workspace, and convince yourself you’ll “come back to it later.”
Your About Page Sounds Like It Was Written for LinkedIn
Category Three: The Professional Biography
This is the middle ground.
You can get words onto the page, but there’s a disconnect between who you are and what that actually means for your client.
These About Pages often read like a LinkedIn resume stretched into 1,000 words with a sprinkle of Instagram bio energy mixed in.
Technically informative but emotionally forgettable. (Queue the *whomp, whomp, whomp* sound.)
You learn what someone has done, but not what it feels like to work with them.
And that’s the missing piece.
Because whether you fall into Category One, Two, Three, or some hybrid of all three, your About Page has one job:
To help the right people feel connected to you.
What an About Page Should Include
A compelling About Page isn’t a chronological autobiography. It’s the page that helps potential clients understand who you are, how you think, and why your approach is different. And, while we may assume it’s “all about us”, really, the about page is all about why your browser should trust you above competitors.
Most effective About Pages include:
- who you help
- the problem you solve
- why you care about solving it
- the perspective that makes your work different
- proof that your approach works
- a glimpse of your personality
- a clear next step
Notice what isn’t on that list? Every job you’ve ever had since Grade 11.
Why Your About Page Matters More Than You Think
At the end of the day, most people are not making an investment with someone they don’t know, like, or trust.
Your website helps build that trust long before anyone books a call or fills out an inquiry form.
Which means your About Page should answer a deeper question beyond “What do you do?”
It should answer:
What is it like to work with you?
Your About Page should reduce uncertainty and reassure people that you understand their problem, that your process is intentional, and that they’re making a smart decision by reaching out.
A good rule of thumb when writing your About Page is to constantly ask yourself:
How is this relevant to the person reading it?
That doesn’t mean every part of your story needs to directly tie into a deliverable or sales pitch.
Sometimes relevance looks like:
- the lived experience that shaped your perspective
- the reason you approach problems differently
- the personality behind your process
- the values that influence how you treat clients
- the way you make people feel while working together
That’s the kind of information people are searching for.
Because when someone is choosing between multiple service providers with similar offers, the decision usually comes down to three things:
- trust
- positioning
- perceived value
- personality fit
- price
And your About Page can subtly do the heavy lifting for all three.
What Makes a Great About Page Stand Out and Linger
This is the page where you get to sound the most like yourself.
You can loosen up a little. Let your personality breathe. Maybe even drop an f-bomb if that’s aligned with your brand.
Your entire website should feel cohesive, yes. But the About Page is usually where the relationship becomes more one-on-one.
It’s the aside.
The behind-the-scenes moment.
The “here’s who you’d actually be working with” page.
And that matters because there are probably other people offering something similar to you.
Your About Page is where someone decides whether your way feels different.
Whether your perspective resonates.
Whether your energy feels safe, sharp, thoughtful, funny, calming, direct, strategic, or aspirational.
In other words:
Whether you feel like their person.
Your About Page doesn’t need to sound impressive.
It needs to help the right people recognize themselves in the way you speak.
Clear positioning and good copy simply guide those people to that recognition faster.
And if you need help getting there:
- you can book a copy + positioning audit for strategic feedback on your messaging, or
- use my framework inside the DIY website copy template if you’d rather write it yourself with guidance
Either way, I know you know your stuff. And I’d bet my bottom dollar you’re exceptional at what you do. So, sprinkle some of that authoritative, good vibe energy on that About Page, okay?
Happy Writing!
