Your About page is one of the most important pages on your website, but it is also one of the easiest to get wrong.
Too often it becomes a biography. A long explanation of who you are, what qualifications you have, what training you have completed and how you arrived here.
All of that can matter, but your reader is usually asking a much simpler question:
Are you the right person for me?
A good About page answers that question by helping the reader understand who you are, what you stand for, who you work with and why your approach might feel right for them.
Start With Your Reader
It can feel slightly backwards, but your About page does not necessarily need to begin with you.
Starting with the reader can create connection much faster.
You might begin by naming the point they are at, the problem they are trying to solve or the kind of support they are looking for.
Something as simple as:
You may have landed here because your business has grown, but your website no longer feels like a true reflection of the work you do.
That immediately tells the reader they are in the right place.
Once they feel seen, they are far more likely to care about your story.
Tell Your Story With Purpose
Your story matters, but it does not need to include every chapter.
The most useful parts are the ones that help your reader understand why you do the work you do and what gives you a particular perspective.
Perhaps you came into your work through your own experience. Maybe you spent years in another industry before changing direction. Perhaps your way of working developed because you could not find the kind of support you needed yourself.
Your story becomes powerful when it creates relevance.
Instead of asking, What should I tell people about me?, ask:
What does my reader need to understand about me in order to trust me?
That usually leads to a much stronger About page.
Be Clear About Who You Help
Trying to speak to everyone usually produces vague copy.
When someone lands on your About page, they should be able to quickly recognise whether your work is intended for them.
Instead of saying:
I help people feel more aligned and empowered.
You might say:
I work with spiritual entrepreneurs, holistic practitioners, healers and coaches who want their online presence to feel as thoughtful and credible as the work they offer.
Specificity does not necessarily exclude people. It helps the right reader recognise themselves.
And recognition creates connection.
Let Your Personality Stay in the Room
One of the quickest ways to weaken an About page is to polish away everything that makes you sound human.
Your reader should get some sense of what it would actually feel like to work with you.
If you are warm, let the copy feel warm. If you are straightforward, write clearly. If your work is spiritual, creative or unconventional, do not hide that behind corporate language because you think a website needs to sound more professional.
Professional does not have to mean bland.
People often choose a practitioner, coach, designer or creative professional because of the person behind the service as much as the service itself.
Your About page is where that personality can breathe.
Use Photos That Feel Like You
Photography does a lot of invisible work on an About page.
A stiff headshot can technically show people what you look like, but photographs that capture your personality, workspace or way of working create a much stronger sense of connection.
You do not need dozens of images.
A few thoughtful photographs placed throughout the page can help break up the copy and make the page feel more personal.
Ideally, they should look and feel consistent with the rest of your brand rather than being added as an afterthought.
Your Qualifications Still Matter
This is where many people swing too far in the other direction.
An About page should not be nothing but qualifications, but credibility still matters, particularly in industries where trust is important.
If your training, experience or background reassures your reader, include it.
The difference is in how you present it.
Rather than opening with a huge list of credentials, weave the most relevant ones into your story and add a separate section for further qualifications if needed.
That keeps the page human without sacrificing authority.
Give Them a Clear Next Step
A surprising number of About pages simply stop.
The reader reaches the bottom, feels connected, and then has no idea what to do next.
Every About page should lead somewhere.
That might be:
- exploring your services
- booking a discovery call
- reading about your process
- joining your mailing list
- contacting you directly
The best call to action depends on your customer journey, but there should always be one.
Think of the About page as part of the conversation, not the end of it.
A Simple About Page Structure
If you are staring at a blank screen, this is a useful framework:
- Open with the reader and the reason they may be there.
- Introduce yourself and what you do.
- Share the parts of your story that create trust and relevance.
- Explain clearly who you work with.
- Show some personality and values.
- Include relevant experience or qualifications.
- Use photographs that support the story.
- End with a clear next step.
You do not need to follow this structure rigidly, but it gives you a much stronger starting point than simply writing your life story from beginning to end.
Your About Page Should Evolve With You
Your About page is not something you write once and then ignore for five years.
Businesses change.
Your work becomes more refined, your ideal client becomes clearer and the language you use to describe what you do evolves.
It is worth revisiting your About page at least once a year and asking:
Does this still sound like me?
Does it clearly explain what I do now?
Would the person I most want to work with recognise themselves here?
If the answer is no, it is probably time for a rewrite.
A strong About page does not need to be clever or complicated. It simply needs to create trust, clarity and connection.
And when it does that well, it quietly becomes one of the most useful pages on your entire website.
Need Help Finding the Right Words?
If you know what you want to say but struggle to turn it into clear, confident website copy, Word Alchemy is designed to help you shape your message, clarify your voice and create copy that actually sounds like you.