How to Write an About Page for your Website
Your About page is one of the most visited pages on your website.
It’s also one of the most misunderstood.
It isn’t a résumé. It isn’t a full autobiography. And it certainly isn’t a place to simply declare that you’re “passionate.”
When someone clicks on your About page, they’re not just looking for information. They’re looking for reassurance. They want to know if they can trust you, if you understand their world, and if you’re the right person to solve their problem.
If you’re wondering how to write an About page for your website that actually connects and converts, this guide will walk you through it — strategically.
What Your About Page Is Really Meant to Do
By the time someone lands on your About page, they’re already interested.
They’ve likely browsed your homepage or skimmed your services. Now they’re asking a deeper question: Who is behind this brand?
Your About page should strengthen three things: connection, credibility, and clarity.
Connection builds relatability.
Credibility builds trust.
Clarity builds confidence.
When those three elements align, people feel safe taking the next step.
The Most Common Mistake
The biggest mistake people make when writing an About page is making it entirely about themselves.
They start with a timeline of their journey, listing milestones, achievements, and personal details. While your story absolutely matters, your reader is still subconsciously thinking, “How does this help me?”
A strong About page links your story to your audience’s transformation.
Instead of simply stating what you love, explain what you do and why it matters for them. Your experience becomes powerful when it supports their goals.
Start With Positioning, Not Biography
Your headline sets the tone.
Avoid generic titles like “About Me” or “Our Story.” Instead, open with a statement that reflects the outcome you create.
When your first line speaks to the transformation you offer, it immediately positions you as a guide — not just a founder.
For example, instead of leading with your background, you might open with a reflection of your audience’s reality. Acknowledge where they are. Recognise their ambition or frustration. Show them you understand their world before introducing your role in it.
This shift changes everything.
Website Copywriting
A complete copywriting package that allows for an in-depth exploration of your business to determine the value, voice, and message that will best communicate your brand to your audience. We’ll write the complete content for your website.
Learn more about our Website Copywriting Packages.
Tell Your Story With Purpose
Your story matters, but it needs structure and intention.
Think of it less as a chronological account and more as a narrative arc. What sparked the beginning? What challenges shaped your approach? What lessons influence how you work today?
Keep the focus on what shaped your expertise.
Readers don’t need every detail. They need enough to understand your perspective and believe in your capability. Depth builds trust, but clarity keeps attention.
Establish Credibility Without Overwhelming
At some point on your About page, you need to demonstrate authority.
This might include years of experience, industries served, certifications, notable projects, or tangible results. Specificity strengthens trust. Concrete examples feel more convincing than vague claims.
Rather than listing accomplishments mechanically, weave them naturally into your narrative. Show how your experience directly benefits the people you serve.
Credibility should feel integrated — not like a separate résumé section.
Share Your Philosophy and Values
People choose to work with brands that align with their values.
Your About page is an opportunity to express how you think and why you work the way you do. Do you prioritise strategy before aesthetics? Do you value collaboration and clarity? Do you believe in long-term growth over quick wins?
When readers recognise their own beliefs in your words, alignment happens effortlessly. Values don’t need to be long. They need to be clear.
Explain What Working With You Feels Like
Uncertainty creates hesitation. A brief explanation of your approach can remove friction and build confidence. You don’t need to detail every step of your process. Simply reassure readers that there is structure, support, and intention behind your work.
Clarity around what happens next often becomes the final nudge someone needs to move forward.
End With Direction
Too many About pages end abruptly — or fade out after the founder’s story.
Your About page should guide momentum. After building connection and credibility, invite readers to take the next step. Whether that’s booking a consultation, exploring your services, or viewing your portfolio, make it clear and confident. A compelling call to action transforms interest into action.
Final Thoughts
Learning how to write an About page for your website isn’t about saying more. It’s about saying what matters.
A powerful About page reassures your audience that they’re in the right place. It clarifies your positioning, highlights your expertise, and invites readers to take the next step with confidence.
When done well, it becomes one of the most persuasive pages on your entire website.
And if your current About page feels flat, overly personal, or unclear, it may not need a complete overhaul — just a strategic rewrite.
Are you ready to get started with your copywriting?
Keep in mind that your About page is all about the reflection and personality of your business. Clients want to know more about you, so don't be scared to get a little personal! Remember that your About page is all about you, so make sure it is tailored to you!
RELATED BLOGS
