How to Write an About Page for Your Business That Actually Converts

If you’re like most small business owners or freelancers, your About page was probably one of the first things you wrote — and the last thing you updated.

Maybe it’s a timeline of your business. Maybe it’s a polished version of your professional bio. Maybe it says a lot about you… but not much about why a potential client should care.

That’s the thing: Despite the name, your About page isn’t really about you. It’s about helping your ideal clients see themselves in your story, and reassuring them that you get their needs, their challenges, and their goals.

A strong About page builds connection, earns trust, and nudges someone who’s been “just browsing” into a confident yes. Today, I’m sharing insight into what makes a good About page, four pro tips for writing yours, and real-life elements to improve your storytelling. 

First, let’s talk about what an About page isn’t.

It’s not a resume.

It’s not a company history lesson.

And it’s not the place to explain your childhood fascination with typography (unless you’re a brand designer and it helps tell the story of your values).

Too many About pages miss the mark because they focus inward. “We started in 2017…” “I’m passionate about serving my clients…” “We believe in quality and excellence…”

None of that is wrong, but if you want your website to work, you’ve got to shift the spotlight.

Your reader isn’t looking for your life story. They’re looking for a reason to trust you. They’re looking for signs that you understand what they need and can deliver results.

So what does a good About page include?

✅ A clear audience connection

Before you say anything about your background or experience, lead with who your work is for and what problem it solves.

For example, when we wrote the About page for North Star Sleep Solutions, a dental practice that helps patients with sleep apnea, we led with:

About North Star Sleep Solutions
Your Guides to Better Sleep

This instantly communicates who it’s for (sleep-deprived patients), what they do (help you sleep better), and positions them as trusted experts. That opening is followed by a warm, local elevator pitch and a callout that paints a picture of the outcome: a good night’s sleep.

Your About page should answer your audience’s silent questions:

• Do you work with people like me?
• Can you solve my problem?
• Will this be easy… or painful?
  

✅ Your why — but with them in mind

Yes, this is where your story comes in. But your story isn’t the star of the show. It’s the supporting evidence.

Talk about what brought you here, but frame it through the lens of what it means for your clients.

Did you start your business after years of seeing DIY websites fall flat? Share that, and how that frustration drives you to build better ones now.

When we created Dr. Nika Gueci’s About page, we opened with her philosophy — “Empowering Workplaces, Enriching Lives” — and paired it with a quote about connection and resilience. From there, we highlighted the meaningful initiatives she’s led to improve well-being in organizations.

Her impressive background is proof that she walks the walk. So we framed it around what her prospective clients care about: results, credibility, and vision.

Keep it real. Keep it concise. And always bring it back to the transformation your audience is looking for.

✅ Specific proof that you’re legit

Social proof belongs everywhere, but especially here. The About page is often one of the most visited pages on a website. Don’t waste the opportunity to use your clients’ glowing praise to your advantage.

When writing for Dr. Linda Carr, a medical coach helping physicians pass their board exams, we featured real testimonials from physicians across specialties (for example, Radiology, Pediatrics, Cardiology). Their stories weren’t just glowing, they were relevant. Each reflected a challenge her ideal coaching clients might also be facing (like failing an exam or struggling with how to prepare), and clearly stated positive outcomes her previous clients achieved by working with her.

Positive feedback from your clients are marketing gold. Don’t be afraid to sprinkle in:

• A glowing testimonial or two
• Logos of clients you’ve worked with (if applicable)
• Metrics that highlight your results (e.g., “59% increase in organic traffic in 90 days”)

Remember: don’t just slap any quote or testimonial up and call it a day. Review all of your positive feedback and aim to select social proof that aligns with the pain points and goals of your ideal clients. This helps your leads see themselves in your previous clients – similar challenges, similar goals – and envision themselves achieving similar results.

✅ Calls to action that move the conversation forward

Your About page shouldn’t be a dead end. It should be a warm welcome into the next step, whether that’s checking out your services, joining your email list, or reaching out to start a project.

Make it easy to say yes.

Consider adding a soft call to action near the bottom that catches any leads who aren’t ready to convert yet but are warm. It could be as simple as: “Curious what working together could look like? Explore my services.” Or capturing their information to nurture their interest more with: “Not ready yet? Sign up for helpful insights and website tips.” 

And if they have additional objections, guide them to additional resources, like a blog or FAQ question.

On North Star Sleep Solutions’ page, we closed with a high-visibility CTA: “Schedule a consultation with Dr. Jennings and take the first step toward better sleep.” And then we gave three easy ways to contact the practice.

For Dr. Gueci, we included a section called “What Are You Looking For?” with links to her upcoming workshops, her CV, and a consultation link… meeting her audience wherever they are in their decision-making process.

Soft CTAs like “Explore my services” or “Download my free guide” work well for leads who are interested but not quite ready to buy. For others, a stronger ask like “Book your consultation” is more effective.

Pro tips for writing your About page copy

1. Use more “you” than “I” or “we.”
It sounds counterintuitive, but it’s true. This is your About page, but it’s not your diary. Shift the focus toward your reader wherever you can.

Instead of: “I offer fractional wellness leadership to organizations.”

Try: “Whether you’re building a foundation of well-being or enhancing existing initiatives, my executive-level expertise on a flexible, part-time basis is your key to a happier, more resilient workplace.”

2. Keep your tone consistent.
If your brand is friendly and conversational, your About page should sound like it’s coming from a real person, not a corporate brochure. (Think: “We’re a tiny-but-mighty web studio based in the desert Southwest.”)

3. Break up the text.
Use headers, short paragraphs, bullet points, and bold text to guide the reader. A wall of text will make even the most compelling story feel heavy.

4. Make it skimmable, but worth reading.
Some visitors will read every word. Others will scroll quickly, scanning for keywords or confirmation that you’re legit. Write for both.

Real-life elements to improve your About page

Don’t be afraid to weave together a narrative that tells your story while leaning into the needs of your target audience. Here’s a few elements that can bring your story to life:

• A brief founder story or brand origin story
• A snapshot of your values (especially if they overlap with your audience’s)
• A friendly team photo or behind-the-scenes shot
• A short list of “what we’re all about” or “what we believe”
• Testimonials that reinforce your strengths
• A client list or “brands we’ve worked with”
• A casual email sign-up prompt (“Want smart tips in your inbox?”)

Feel free to mix and match based on your brand personality and goals.

One last reminder

If your About page reads like a professional obituary or a list of credentials, it’s not doing its job. This page is your chance to connect, to bridge the gap between curiosity and conversion.

So step into your reader’s shoes. Speak to what they’re looking for. And let your story earn their trust.

Your business is personal. Your website should be, too.

Need help writing your About page? If your current page isn’t pulling its weight, let’s fix that. Explore my website copy services →