Write an About Page That Builds Connection and Trust
What if I told you that one of the most important pages on your website isn’t really about you at all? I know, it sounds a little wild, especially when we’re talking about your About Page. Stick with me here.
Your About Page is often one of the first places a potential client or customer visits. They’re looking for a connection, a reason to trust you, and a sign that you get them. It’s your chance to turn a curious visitor into a loyal fan. But the secret isn’t just listing your accomplishments; it’s about connecting your story to theirs.
Grab your coffee and let’s get into how you can write an About Page that truly connects with your dream clients and makes them feel right at home.
It’s Not Me, It’s You (and Me)
Ever been in a conversation where it feels like you’re just the audience? It’s a little awkward, isn’t it?
A great About Page feels like a two-sided conversation.
The biggest mistake I see creative business owners make is turning their About Page into a resume or a highlight reel that leaves the reader feeling like a spectator.
On the flip side, being too vague, falsely humble, or generic doesn’t give them anything to connect with. Your goal is to find that sweet spot where you share your story in a way that makes your reader say, “Yes, me too!” or “Wow, she understands what I need.”
Your reader isn’t coming to your About Page to hear your entire life story. They’re coming to see if you understand theirs.
In every great story, the hero is the one with a problem or a goal. They’re on a mission to overcome a challenge, but they can’t do it alone. That’s where the guide comes in—someone who’s walked the path before and has the tools, wisdom, and encouragement to help the hero succeed. Think Dumbledore for Harry Potter, or even Joanna Gaines with a stressed-out homeowner.
They’re the hero of this journey, and your role is to be the guide—the wise, friendly expert who’s been there, done that, and knows how to help them get where they want to go.
For your About Page, this means shifting the focus from ‘Here’s everything about me’ to ‘Here’s how I can help you.’ They don’t need another hero in their story. What they need is someone who can say, ‘I see where you’re at, and I know how to get you to where you want to be.’
Your About Page should make them feel seen and understood while showing them exactly why you’re the perfect person to help.
Here’s a quick tip: Before you start writing, ask yourself these two questions:
- What does my audience need to know about me to feel confident and ready to trust me?
- How can I share my story in a way that resonates with their own experiences, struggles, or dreams?
How to Write About Yourself (Without Feeling Awkward)
I get it. Staring at a blank page and trying to write about yourself can feel like the most awkward task in the world. It’s like that first-day-of-school icebreaker where you have to share a “fun fact” and your mind goes completely blank.
The trick is to dig for the details that make you, well, you. We’re not talking about your entire life story. We’re looking for the little sparks of personality, the “why” behind your business, and the relatable moments that make you human.
Here are some prompts to get your wheels turning:
- What was the moment you knew you had to start this business? Was it a frustration, an inspiration, or a happy accident?
- What’s a challenge you’ve overcome that your ideal client might be facing right now?
- What kind of friend are you in your friend group? The mom of the group, the fun one, the organized-type-A friend who puts together the schedules?
- What are you unapologetically nerdy about (either in your business or personal life)?
- What’s a core value you live by? (like, “I believe in shooting straight,” or “I believe audiobooks totally count as reading.”)
- What does a perfect Saturday morning look like for you?
- What’s your “why”? What gets you out of bed in the morning and keeps you passionate about what you do?
- What’s a misconception about your industry that you love proving wrong? (e.g., “No, interior design isn’t just about throw pillows!”)
- What is a quirky or unexpected skill you bring to the table? (e.g., “I can spot a typo from a mile away” or “I have a sixth sense for finding the perfect vintage piece.”)
- What’s a fun fact about you that always surprises people? (e.g., “I once backpacked through Europe with just a carry-on” or “I can recite every line from The Office.”)
- What is your favorite part of the process when working with clients? (e.g., “Seeing their face light up when they realize their vision is coming to life.”)
- What’s your mantra or phrase to live by? How does it shapes your approach to work? (“Done is better than perfect” or “Connection over perfection.”)
These prompts help you move beyond just saying what you do. They’ll help you dig into your story and share who you are with the people you want to work with!
For example, “I’m a wedding planner.” is what you do.
Instead, to drive connection, you might say, “I’ve always been the friend who makes sure everyone’s favorite song is on the playlist and that no one’s glass is ever empty. Now, as a wedding planner, I get to do the same for my couples. I take care of the details, the schedules, and the ‘what ifs’ so you can focus on what really matters—hugging your people, clinking glasses, and dancing like it’s the best day of your life (because it is).”
Structuring Your About Page for Connection
A great About Page has a natural flow that guides your reader from curiosity to connection. You don’t want it to be a dead end. Instead, think of it as a friendly tour that ends with a clear invitation.
Here’s a three-part framework to help you craft an About Page that connects:
Part 1: The Hook
Start with a line that grabs attention and makes your reader feel seen. This is your chance to hold up a mirror to their struggles, dreams, or questions. Make it impossible for them to look away.
Example:
“Does your website feel more like a stranger’s house than your own? Let’s fix that.”
Part 2: Your Story
This is where you bridge the gap between their experience and yours. Share the part of your journey that makes you the perfect guide for them. Be real, be relatable, and don’t be afraid to sprinkle in a little personality.
Example:
“When I started my first business, my website felt like a stiff handshake—polite, but not me. It took years (and a lot of cringe-worthy copy) to find my voice. Now, I help women skip the awkward phase and step straight into words that feel like home.”
Part 3: The Invitation
Don’t leave them hanging! After you’ve made that connection, tell them what to do next—book a call, download a freebie, or just say hi. Guide them toward the next step in their journey with you. Make it clear and easy.
- Example: “Ready to finally have words that feel like you? Let’s roll up our sleeves and find the heart of your story together.”
Formatting Tip: Break up your text! Use short paragraphs, bold text for emphasis, bullet points for quick facts, and plenty of white space. And please, include a photo of your wonderful face! People connect with people, not just words.
Want to make all of the pages on your website copy connect and convert? My guide to website copywriting is a must-read. It’s packed with practical tips to help you write words that sound like you and connect with your dream clients for every page of your website. Trust me, you’ll want to bookmark this one!
A Peek at What’s Possible: Client Examples
Sometimes, seeing it in action is the best way to learn. Here are a few examples of how we’ve brought client stories to life on their About Pages, creating a space where their ideal customers feel an instant connection.
Client Showcase: Jordyn McCoy
Jordyn’s About Page was such a joy to work on because it’s packed with personality and connection—two qualities at the heart of her brand. From the very first line, she invites her audience into a conversation:
“Strong brands start with strong connections. But it feels a little one-sided to talk about connection without sharing who I am first, doesn’t it?”
We leaned into her vibrant, approachable energy by including her “Okay, Let’s Get Personal” section, which gives readers a peek into her life beyond work. Whether it’s her love for pickleball, cozy weekends with reality TV and snacks, or her two slightly chaotic orange cats, these details make her feel like a friend you’d want to grab matcha with.
Jordyn’s About Page also balances fun with strategy. Lines like, “You’re not just outsourcing tasks with me; you’re gaining someone who is truly invested in seeing your business thrive,” show her audience that she’s not just here to help—she’s here to partner with them.
Her About Page feels authentic, relatable, and perfectly aligned with her work, helping connection-driven business owners achieve clarity and confidence.
Client Showcase: Studio Sonia
When I worked with Sonia, a Chicago-based interior designer, I wanted her About Page to feel like her designs: warm, inviting, and full of soul.
We anchored her approachable style with lines like: “I’ve always been the one friends call for design advice for a home that fits the way they live. That same comfortable and collaborative energy guides every project I take on.”
Then, we added the design-world equivalent of a statement piece: fun, personal details. Her love for antiquing, Bravo binges, and dream trips to Italy and NYC? They’re the perfect finishing touches—like the gallery wall that makes a room feel complete.
The result? An About Page that feels as warm, connected, and timeless as the spaces Sonia creates.
Let’s Find the Words for Your Story
Your story is the heartbeat of your brand—and I know exactly how to bring it to life. If you’re ready for an About Page (and website!) that feels as real as you are, let’s make it happen. Check out my website copywriting services and let’s find the words that connect you to the people you’re meant to serve.
