7 Keys to Writing an About Page That Converts

Your about page is one of the most crucial sections of your website, and here’s why:

By the time someone clicks on your about page, they’re already intrigued by what you do. They’re not just curious—they’re looking for a reason to trust you. They want to know:

• Who’s behind the brand?
• Are you the right person to solve their problem?
• Can they relate to you?

But here’s the twist: your about page isn’t really about you.

It’s about your audience.

Sure, you’ll share pieces of your story, but everything you say should help your audience feel seen, understood, and reassured that you’re the person to help them.

So, how do you write an about page that hits the mark? Follow these 7 keys to make your about page a magnet for connection, trust, and conversions.

1. Include a Picture (And Make It Professional)

It seems obvious, right? But you’d be surprised how many people skip this.

Your audience wants to connect with a real person—not a faceless business. Include a professional photo where you’re smiling and looking directly at the camera. This makes you approachable and trustworthy.

Pro tip: If you haven’t invested in a brand photoshoot, now’s the time. Hire a professional photographer to create on-brand, high-quality images that you can use across your website and marketing materials. Your about page will instantly feel more polished and personal.

2. Start With What You Do (Make It Clear and Bold)

Ever land on a website and immediately think: “Wait, what do they actually do?”

Don’t make your readers work to figure this out. Start your about page with a clear, bold statement of what you do and who you serve. Keep it simple and straightforward so it’s easy to digest at a glance.

For example:

• “I help creative entrepreneurs build bold, strategic brands that stand out and sell.”
• “I’m a photographer who helps adventurous couples capture their dream elopements.”

You can follow this up with a sentence or two about your approach, background, or expertise, but the key here is clarity.

As Donald Miller says in Building a StoryBrand: “If you confuse, you lose.”

3. Skip the Blocks of Text (Nobody Reads Them Anyway)

Here’s the truth: people skim.

Long paragraphs of text are overwhelming and often go unread. Break up your about page into shorter, easy-to-skim sections with plenty of white space. Use:

• Subheadings to organize your content.
• Bullet points to highlight key details.
• Short, punchy sentences that keep readers moving.

This doesn’t mean your about page has to be short. It just means it needs to be scannable.

4. Address How You Help (Not Just Who You Are)

Your audience isn’t reading your about page to learn your life story. They’re reading it because they want to know how you can help them.

Here’s how to frame it:

• What problem do you solve?
• Who do you serve?
• How do you serve them?

For example:
“I help overwhelmed business owners simplify their brand messaging and create websites that convert visitors into clients.”

Once you’ve addressed the “how,” share a brief story or background that positions you as the right person to solve their problem.

5. Show Your Personality (Don’t Just Tell Me About It)

One of the biggest mistakes I see? People telling their audience about their personality instead of showing it.

If your brand is fun and bold, don’t just write, “I’m a fun, bold person!” Instead:

• Use playful language in your copy.
• Add bright colors, bold fonts, and creative visuals.
• Include a quirky or memorable photo that reflects your personality.

For example, on my about page, I don’t say, “I love family, history, and poppy flowers.” Instead, I:

• Include black-and-white photos of my family.
• Add hand-drawn poppy illustrations alongside the text.

Let your visuals, design, and copy work together to communicate your personality without explicitly saying it.

6. Add Relatable Personal Details (But Keep Them On-Brand)

While your about page isn’t about you, sprinkling in personal details can help your audience feel connected to you. The key is making sure those details fit your brand and resonate with your audience.

For example:

• If you’re a photographer, share your favorite places to travel or your dream photoshoot locations.
• If you’re a blogger who writes about wine, include your top wine-and-food pairings.
• If you’re a designer, share your bucket list for creative projects you’d love to tackle.

These personal tidbits humanize you and give readers something to relate to—but they should always tie back to your brand.

7. Include a Call to Action (Don’t Leave Readers Hanging)

When someone finishes reading your about page, what’s next?

Too many about pages leave readers stranded with nowhere to go. Don’t make this mistake! Instead, add a clear call to action (CTA) that guides them to the next step.

For example:

• “Ready to work together? Book a call”
• “Check out my portfolio and see what’s possible for your business.”
• “Let’s chat! Contact me today to get started.”

Your goal is to keep visitors engaged and moving through your site. If you don’t give them a clear next step, they’ll click away—and you’ll miss the opportunity to connect.

Why Your About Page Matters

Your about page isn’t just another page on your website—it’s a key opportunity to build trust, create connection, and convert curious visitors into excited clients.

When you:

• Add a professional photo
• Start with what you do
• Keep it skimmable and clear
• Show how you help
• Sprinkle in personality
• Share relatable details
• End with a strong call to action

You create an about page that works for your business. It gives your audience a reason to know you, like you, and trust you—which is exactly what they need to say yes.

Is Your About Page Hitting the Mark?

If you’re not sure whether your about page is pulling its weight, let’s fix that. Book a free 20-minute brand audit, and I’ll help you refine your copy, messaging, and visuals to connect with your audience and turn visitors into clients.