Writing about pages that people actually want to read
Let’s be honest—most “About” pages are boring. They’re filled with stiff bios, vague mission statements, and timelines no one asked for. But the truth is, the About page is often one of the most visited parts of a website. People click on it because they’re curious. They want to know who’s behind the brand, what you stand for, and whether they can trust you. If all they get is a wall of text or corporate speak, they’ll bounce. Fast.
Make It Personal, Make It Useful
A great About page feels like a conversation, not a pitch. Talk about what led you to start what you’re doing—but keep it relevant. Tie your story back to your audience: how does your background help them? What do you believe in? What makes you different? Add some personality. A photo, a few behind-the-scenes details, or a story that shows your values can go a long way.
And don’t forget the basics: who you are, what you do, where you’re based (if relevant), and how people can connect with you next. If someone finishes your About page feeling like they get you—that’s a win.
Avoid the Fluff, Focus on Connection
Skip the jargon and “passion for excellence” lines. They don’t mean much. Instead, write like a real person. Keep the tone conversational and simple—imagine explaining what you do to someone you just met at a coffee shop. If humor or quirkiness is part of your brand, let it shine. If you’re more serious or mission-driven, stay grounded in authenticity. Real connection comes from being relatable. Share challenges, turning points, or lessons learned along the way. These human moments are what make your story memorable—and help people trust you.
Guide the Reader, Don’t Leave Them Hanging
Once someone connects with your story, what should they do next? Add a simple call to action at the end of the page. That could be inviting them to view your work, sign up for your newsletter, or get in touch. Your About page shouldn’t just inform—it should guide.
In the end, writing a strong About page is less about showing off credentials and more about showing up as you. When done right, it builds trust, loyalty, and turns visitors into fans.
