Your website’s “About” page might seem like a small detail, but it’s a big deal. It’s where visitors learn more about you or your company—the page builds trust, showcases your personality, and tells your story.
Yet, writing an “About” page can be surprisingly tricky. After all, talking about yourself or your business without sounding like you’re bragging is no easy feat. Here are some tips on creating an “About” page that feels just right—confident, engaging, and uniquely you.
Share your achievements
Let’s face it, writing about your achievements can feel awkward. You want to highlight your strengths and successes, but how do you do that without appearing arrogant?
Confidence is about owning your accomplishments and skills without downplaying them. Arrogance, on the other hand, feels like you’re trying too hard to impress.
To keep it confident yet humble, focus on sharing your achievements as part of your journey.
Use a conversational tone, and let your passion for what you do shine through. Remember, people relate to real stories, not resumes.
Overcoming imposter syndrome
Imposter syndrome—that sneaky feeling that you’re not as competent as others think—affects even the most successful people. It can make writing about yourself feel like a daunting task. But here’s the truth: you are more than your doubts. Acknowledge your achievements, no matter how small they may seem.
Focus on your value to others
When writing your “About” page, focus on your value to others. Share your experiences, lessons learned, and how you’ve helped your customers. This is not bragging! Just be honest and open about the hard work that got you where you are today.
Be genuine
Your “About” page should reflect you—it should be clear, engaging, and genuine. Think of it as a conversation starter with your visitors. Use language that feels natural and true to who you are.
When choosing what to include, pick anecdotes and facts highlighting your journey, values, and what makes you or your company unique. Tell people what you do and why it matters. Share a bit of your personality through your words. The goal is to connect as well as inform.
Setting and achieving your “About” page goals
Before you start writing, think about what you want your “About” page to achieve. Are you looking to build trust with potential clients? Showcase your expertise? Tell a story? Most likely, it is a combination of all of these.
Writing in chronological order makes telling a story easier. A clear, focused “About” page will leave the reader with a clear impression about who you are and what you do.
Essential elements
Every great “About” page shares a few key elements. Start with a personal or brand story that gives readers a glimpse into who you are and what drives you. Include a mission statement that clearly states what you stand for and what you’re striving to achieve. This doesn’t need to be complicated, just authentic. A line or two will do nicely.
Highlight your unique selling points—what makes you different from the rest? And don’t forget to add a touch of personality. Whether it’s a fun fact, a behind-the-scenes look, or a heartfelt message, let your “About” page reflect your voice and values.
Find your tone of voice
Your tone of voice is how you speak to your audience; it should feel right for your brand. Are you friendly and approachable? Professional and authoritative? Quirky and fun?
Your chosen tone should be consistent with the rest of your brand’s communication. For example, a creative agency might use a playful, energetic tone, while a law firm might opt for a more formal, trustworthy voice.
Think about your audience and how you want them to feel when they read your “About” page, then write in a way that speaks directly to them.
Dare to share your personality
When it comes to writing an “About” page, authenticity is key. Be genuine and relatable – let your personality come through in your writing. Don’t forget to add a call to action that encourages further engagement. Remember, your “About” page is an opportunity to tell your story and connect with your readers personally.
Example structure of your About page
Here is an example of a typical structure for an About page whether writing about yourself or your business.
Headline or introduction – Start with a simple headline or a brief introduction that grabs attention, such as "Turning dreams into reality: meet the team behind our brand".
Personal story or brand story –Share the personal journey or story behind the business. This should explain why the business was started, the passion or problem that led to its creation, and how it evolved. This section humanizes the business and helps connect with the audience personally; here's an example: "Our story began when Jack, a passionate marine biologist, discovered that the ocean could hold the key to sustainable eating. He saw a unique way to blend his love for the sea with a commitment to healthy living".
Mission statement –Clearly articulate the business's mission. What are the core values, and what does the business strive to achieve? This section should align with the customer’s values and needs. You could do this like this: "At [Your Business Name], our mission is to [briefly state mission] because we believe [mention core values]."
Services or products overview – Provide a brief overview of what the business offers. Highlight the main products or services, and what makes them unique or beneficial. This should be concise but informative, linking to relevant pages if more detail is needed. Like this perhaps: "We offer [list main services/products], each designed to [mention the benefit or unique selling proposition]."
Qualifications and expertise – Highlight your or your team's qualifications, expertise, or experience. This builds credibility and demonstrates why customers should trust the business. A good way to do this could be like this: "With over [number] years of experience in [industry/field], [Owner’s Name] and the team are committed to [specific outcome or quality]."
Testimonials – Include testimonials or quotes from satisfied clients or customers. Social proof helps build trust and reassures potential customers about the quality of the business. You could start this part with: "Our clients say it best: '[Client Quote]'"
Call to action – End with a clear call to action that encourages visitors to take the next step, whether it's contacting the you, signing up for a newsletter, or following on social media. Encourage your reader like this: "Ready to start your journey with us? [Link to the contact page or another relevant CTA]."
Personal Touch – Add a personal touch with a photo of the business owner or team, or a signature at the end. This adds authenticity and helps put a face to the name.
Contact Information – Provide a straightforward way for visitors to get in touch, whether it's through an email address, phone number, or contact form, such as: "Got questions? We’d love to hear from you! Contact us at [email address] or [phone number]."
Remember, a great About page will take time, and you will most likely rewrite it a few times. Be critical; go back and edit until you have a version you are happy with. The challenge, most often, is how to include the essential information in a format that isn’t too long and that you lose your reader along the way.
Need a hand with your “About” page? Whether you’re looking for some creative ideas, a fresh rewrite, or just a second pair of eyes to polish things up, I’m here to help. Together, we’ll create an “About” page that feels authentically you.