Most About pages are written for the business owner, not the visitor. They list qualifications, founding dates, and company values. The visitor doesn’t care about any of that, at least not yet. What they want to know is whether you understand them.

1. Lead with the Customer, Not Yourself

The first thing your About page should do is show you understand your visitor’s world:

• What do they struggle with?
• What do they want more of?
• How does what you do fit into that?

“I work with small business owners who are tired of being invisible online” connects immediately with the right reader.

2. Then Tell Your Story

Once you’ve shown you understand them, earn their trust:

• Share why you do what you do, not just what you do
• Be honest and human, even briefly
• A small amount of personal detail goes a long way

People buy from people they feel they know. Your story is part of what makes you worth choosing.

3. Include a Photo

Websites without a face feel anonymous:

• A clear, warm photo of you is worth more than a hundred words
• It doesn’t need to be a professional headshot: honest and natural is better than stiff and formal
• It confirms that there’s a real person behind the business

4. End with a Clear Next Step

Your About page should lead somewhere:

• Invite them to visit your services page
• Encourage them to get in touch
• Offer them your free resource or email sign-up

Don’t leave them hanging with a list of your certificates and nowhere to go.

Conclusion

A great About page builds a bridge between who your visitor is and who you are. Write it for them first. The more your ideal customer sees themselves in what you write, the more likely they are to become a client.