The about page is one of the most visited pages on any website — and one of the most misunderstood. Most people treat it as a place to talk about themselves, which is exactly why most about pages fail to convert. A great about page builds trust and connection while keeping the reader at the centre. Here’s how to write an about page that actually wins clients.
It’s about them, not just you
The great paradox of the about page is that the best ones aren’t only about you — they’re about how you help the reader. Yes, people want to know who you are, but they’re really asking “can this person help me, and can I trust them?” Frame your story around the reader’s needs and how you serve them, not just a chronological résumé. Keep the reader in the picture throughout.
Open with the reader’s problem
Rather than opening with your life story, start by connecting to the reader — their situation, their problem, what they want. This immediately signals that you understand them and that the page is relevant to them. Once you’ve shown you get them, they’ll actually care about your background. Leading with the reader, not yourself, is what turns an about page from a monologue into a connection.
Tell your story with purpose
Your story does belong on the about page — but told with purpose, not as an indulgent autobiography. Share the parts of your journey that build credibility and connection, and that show why you do this work and why you’re the right person to help. A purposeful story — how you came to understand your clients’ problem, what shaped your approach — builds trust far better than a list of dates and roles. Every element should earn its place.
Build credibility naturally
The about page is where you establish that you’re capable and trustworthy — your experience, results, and relevant credentials. But weave these in naturally, in service of reassuring the reader, rather than boasting. Credibility that clearly connects to how you help the reader lands well; a wall of self-promotion doesn’t. Show enough proof to build confidence, framed around what it means for the client rather than your ego.
Show your personality
People work with people, and the about page is where your humanity comes through. Let your personality, values and voice show — this is what builds genuine connection and helps the right clients feel “I like this person.” A sterile, corporate about page builds no connection; an authentic, human one does. Don’t hide behind formality; being genuinely yourself is exactly what makes the right people want to work with you.
Make your values clear
Increasingly, clients choose based on values and approach, not just capability. Your about page is a natural place to convey what you believe and how you work — the philosophy behind what you do. Clear values attract clients who share them and gently repel those who don’t, which is exactly what you want. Letting your values show helps the right clients recognise you as their kind of person, deepening trust and fit.
Build the connection to trust
Ultimately, the about page’s job is to move a reader from interest to trust — the trust that makes them willing to reach out. Everything on the page should build toward that: understanding, credibility, personality, values, all working to make the reader feel “I understand who this is, I believe they can help me, and I’d like to work with them.” Keep that goal in mind, and every element earns its place.
Guide the next step
An about page that builds trust and then leaves the reader with nowhere to go wastes its own work. End with a clear invitation to take the next step — get in touch, book a call, explore your services. Once you’ve earned their trust, make it easy and obvious for them to act on it. Don’t let a reader who’s ready to work with you wander off because you forgot to tell them how.
Common about-page mistakes
Most about pages fail in familiar ways: they’re all about the writer with no connection to the reader; they read as a dry chronological résumé; they’re either boastful or so modest they build no credibility; they hide the person’s personality behind formality; and they forget to tell the reader what to do next. Avoiding these — keep the reader central, tell your story with purpose, show credibility and personality, and guide the next step — puts your about page ahead of most.
Use a real photo
People connect with faces. A genuine, warm photo of you does more to build connection on an about page than almost anything else, because it makes you real and relatable. A missing or stiff, overly-corporate photo creates distance. You don’t need expensive photography — an authentic, friendly image that shows the real you helps visitors feel they know the person they might work with, which is exactly what an about page should do.
Keep it current
An about page frozen in time — referencing old achievements, an outdated focus, or a version of you that’s moved on — quietly undermines trust. Revisit and update your about page as your business, focus and story evolve, so it always reflects who you are now and who you serve today. A current, accurate about page signals a thriving, evolving business; a stale one suggests neglect. Treat it as a living page, not a set-and-forget one.
It’s part of your whole message
Your about page doesn’t stand alone; it’s part of a consistent message across your whole site and brand. It should reinforce the same positioning, values and voice found everywhere else, deepening the trust your other pages begin to build. An about page that contradicts or diverges from the rest of your messaging creates confusion. Keep it aligned with your overall positioning — see positioning yourself — so every touchpoint tells one coherent, trustworthy story.
A close cousin of your about page is your bio — see how to write a professional bio that builds trust.
Frequently asked questions
What should an about page include?
A connection to the reader’s problem, a purposeful story, natural credibility, your personality and values, and a clear next step — all keeping the reader at the centre.
Should an about page be about me or the reader?
Both, but framed around the reader — who you are and how that helps them. The best about pages keep the reader in the picture throughout.
How long should an about page be?
Long enough to build trust and connection, but scannable and purposeful. Cut anything that doesn’t serve the reader or build the relationship.
A great about page rests on clear positioning and a real point of view — exactly what we sharpen in the Strategy Intensive. Book a discovery call to get clear on your story and message.