Let’s get one thing straight: your About page isn’t about you. Sure, it tells your story, but it’s really about connecting with your audience. It’s where visitors decide if they trust you enough to stick around, buy your product, or book your service. A great About page builds that trust by telling a story that’s relatable, authentic, and (most importantly) focused on your customer.
Here’s how to nail it.
1. Start with Why
Why do you do what you do? And no, “to make money” isn’t the answer (even though we all know that’s part of it). People connect with passion and purpose. Whether it’s solving a problem, following a dream, or creating something meaningful, your “why” is the hook that pulls people in.
Write it like you’re telling a friend over coffee. Skip the corporate-speak and get real. If your story sounds like a Hallmark movie script, it’s time to bring it back to earth.
2. Show Some Personality
Boring About pages are the internet equivalent of a blank stare. Don’t be afraid to show a little personality. Your tone should match how you’d talk to your ideal customer—whether that’s casual and friendly, professional but approachable, or a little quirky.
Got a fun fact about how you started? Share it. A personal touch can go a long way in making people feel like they’re connecting with a real person (or team), not just a faceless business.
3. Focus on Them, Not You
This is the golden rule. Your About page should explain how your story relates to your customer’s needs. It’s not just “I’ve been in business for 10 years”; it’s “I’ve spent the last 10 years helping people like you solve X problem.”
Make it clear what you stand for, who you’re here to help, and how your experience benefits your audience. It’s about showing them you’re the right person (or business) to trust.
4. Use Real Photos
Stock photos are fine for some things, but your About page isn’t one of them. People want to see you. If you’re the face of your business, show up. If you’re a team, include a group shot. And if you’ve got a family business, sprinkle in a little history—bonus points for an old-school photo of the family or the original shop.
Real photos humanize your story and give people something to connect with.
5. End with a Next Step
Once you’ve got their attention, don’t just leave them hanging. Invite them to do something next—whether that’s reaching out, exploring your services, or reading more about your products.
Your About page isn’t just a story; it’s part of the customer journey. Give them a clear way to keep moving forward.
Your About Page in Action: Writing a great About page doesn’t mean oversharing or trying to impress. It’s about being real, showing up, and connecting with the people you want to serve. Not sure if your About page is hitting the mark? Send it my way. I’ll take a look and give you honest feedback—because crafting a story that builds trust is what I do best.
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