If you’ve ever stared at a blank screen wondering what to say on your About Page, you’re not alone. This is one of the hardest pages to write—because it’s personal, strategic, and deeply human all at once. In this guide, we’ll walk through how to write an About Page that sounds like you, builds trust, and helps your ideal clients feel confident choosing you.
When someone lands on your website, they aren’t just looking for information—they’re looking for connection. They want to know there’s a real human behind your business, someone who understands their needs and can help them move forward with ease.
Your About Page is where that connection begins. It’s where you show people not just what you do, but why it matters—and how you can help them get what they want.
Whether you’re a coach guiding transformation, a holistic practitioner supporting well-being, or a small business owner building something real from the ground up—your About Page is one of the most powerful tools you have for building trust and guiding visitors toward saying “yes.”
So let’s make sure yours does exactly that.
Why your About Page matters more than you think
For many businesses, the About Page quietly ranks among the most-viewed pages on their entire site—often second only to the homepage. Visitors click it when they’re intrigued but not yet convinced. They’re asking silent questions: Who are you? Can I trust you? Will this actually help me?
When you answer those questions clearly and compassionately, your About Page stops being a formality and starts becoming a conversion tool. It bridges the gap between curiosity and clarity—helping readers feel confident, comfortable, and ready to connect with you.
Your About Page doesn’t live in isolation—it works best when it’s part of a thoughtfully designed website that supports clarity, trust, and ease from start to finish.
Before you start writing, it helps to understand why learning how to write an about page for your website the right way matters. It’s often the difference between a visitor who bounces and one who becomes a client.
Write a headline that clearly introduces who you are and what you do
The first thing your reader sees on your About Page—the line that usually sits at the very top, just above or beside your photo—is your headline (H1).
This is not the place for clever phrasing or inspirational quotes. It’s where you clearly and confidently say who you are, what you do, and who you help.
Think of this line as your digital handshake. It should immediately answer three questions:
- Who are you or what do you do?
- Who do you serve?
- What outcome or transformation do you create?
In StoryBrand terms, this headline positions you as the guide, not the hero. It tells the visitor, “Here’s what I do and how it helps you.” Want to see this in action? Watch the 5-Minute Marketing Makeover —three short videos that walk through this exact concept and show how small wording shifts can completely change the way people connect with your business.
Your H1 should also include your service or role keyword (like Web Designer, Energy Healer, or Life Coach) so search engines know what the page—and your business—is about.
Here are a few examples to illustrate how that looks in different industries:
For example, my own About Page headline says:
Your Spiritual Web Designer & Aligned Marketing Guide (this is the H1)
Every design built with intention to bring your gifts to light.
Spiritual websites and branding for healers, coaches, and lightworkers—crafted with care to share your magic and connect you with the people who need you most.
It’s short (okay, mine’s actually a little long ????), searchable, and clear. My reader knows who I am, what I do, and the energy I bring to my work—all in one glance.
For an energy healer:
Energy Healer Helping You Reconnect With Balance, Clarity, and Calm (this is the H1)
Gentle, heart-centered support designed to help you release stress and rediscover peace—inside and out.
For a small local business:
Missouri Ranchers Bringing Farm-Fresh Beef Straight to Your Family’s Table (this is the H1)
Locally raised, corn-finished beef from our Perryville pastures—delivered with care and full of flavor you can trust.
Each of these examples shows the pairing in action—a clear, keyword-friendly headline followed by a human, benefit-driven line that deepens connection.
That quick one-two punch—a clear H1 paired with an empathetic subhead—sets the tone for the rest of the page. It builds trust, clarity, and connection before your visitor even starts scrolling.
Tell a story with heart and purpose
One of the biggest mistakes people make when learning how to write an About Page is thinking it’s all about them. The truth is, your story should always bring the reader back to their transformation.
Once you’ve set the tone, share your story—but keep it short, honest, and intentional. If figuring out your tone or voice feels harder than expected, it’s often a sign that your brand messaging just needs a little clarity and alignment.
Readers don’t need your full history; they need a glimpse into why your work matters and what changed that led you here. Maybe it was a moment of frustration that made you build something better, or a realization that helping others find clarity lights you up.
You might structure it like this:
- The challenge your clients face. What do they struggle with most?
- The insight or pivot that changed your perspective. What made you realize there was a better way to help?
- The way you serve now. How does your approach, product, or process make life easier for them?
- The transformation. What’s possible for them after working with you?
Keep this section around 200–300 words. You’re aiming for connection, not a full autobiography.
The more genuine your story feels, the more your audience will trust the person behind the brand. Keep it around 200 words, focus on transformation over timeline, and always tie it back to how your experience benefits them.
Add Social Proof Where It Matters
People trust people.
Sprinkle in one or two short testimonials, success stories, or even simple client quotes that validate what you promise.
Examples:
“I finally feel like someone understood what I needed—start to finish.”
“Working together helped me find clarity and momentum I didn’t know I’d lost.”
If you’re newer in business, share results in other ways—how many clients you’ve supported, years of experience, or a quick before-and-after story.
Social proof adds credibility without needing to say, “trust me.”
Show the Next Step Clearly
After you’ve built trust, guide readers toward what’s next. A simple, clear plan helps remove hesitation and makes your process feel approachable.
You might describe your steps like this:
- Step 1: Connect — Let’s talk about what you’re looking for and how I can help.
- Step 2: Collaborate — We’ll create a plan that feels clear, supportive, and aligned with your goals.
- Step 3: Move Forward — You’ll know exactly what to expect and feel confident taking the next step.
Short, action-oriented statements like these help readers imagine what it’s like to work with you—and that sense of clarity builds trust fast.
Keep It Personal and Relatable
A conversational tone helps readers feel like they already know you. Write the way you’d speak to a client or friend—warm, clear, and genuine.
Choose photos that show you in your element: doing your work, connecting with people, or creating something meaningful. Skip the stiff headshots when possible—let your humanity show through your expressions and environment.
End your About Page with a short personal note that feels like a wave goodbye instead of a sales pitch. This could be why you care about what you do, a glimpse into your creative process, or a simple reflection about what keeps you inspired.
Those small, human details make your business feel approachable and real—like a partnership instead of a pitch.
If you’re looking for inspiration, browse a few About Page examples from others in your field to see how tone and structure shape first impressions.
Avoid These Common Mistakes
By now, you’ve got the framework for writing an About Page that feels authentic and aligned. But before you hit publish, take a quick look at these common missteps that can quietly weaken your message.
- Too much history. People care more about why you do what you do than when you started.
- No next step. Always give them a way to continue the relationship. (this would be your CTA – your Call To Action)
- Generic mission statements. Speak plainly about what you value and why.
- Walls of text. Keep it skimmable with short paragraphs and subheads. (my comms instructor called these ‘big blobs of black’)
- No proof. Even one testimonial or success story builds credibility.
A Gentle Final Touch
Your About Page is where trust begins. It’s where strangers start to see themselves in your story and realize you might be exactly who they’ve been looking for.
When you write it with clarity and heart, it doesn’t just describe your business—it invites connection. And connection is what turns readers into clients, followers into fans, and ideas into impact.
Your About Page is just one piece of the bigger picture. When your website is designed with clarity and intention, your words land more clearly—and your people know they’re in the right place.
Learn how I support soul-led business owners with intentional website design and ongoing care.
