How to Write an About Page You're Proud Of

I initially titled this blog “How to Write an About Page That Doesn’t Suck,” but my trusty headline gut-check software told me that was a little too negative. Regardless of the title, the sentiment is the same: I want you to have an About page that you absolutely love. One that looks, feels, and sounds like you while connecting with your target audience and making them fall head over heels in love with you.

Think of your About page like your Hinge bio. It matters for a multitude of reasons but more than anything it’s a compatibility vibe check. Back when I was single and ready to mingle, I swiped left on a TON of people based on their bios. And being in the South, you wouldn’t believe the amount of MAGA-esque shit I saw. No, thanks!

Want to read about one of the worst dates I ever went on? It’s a juicy one.

Remember: You are not going to be for everybody. And that is more than okay. That’s why having a crystal clear understanding of who you’re ideal client is matters.

But if you want your target audience to invest their time, money, and energy into working with you, it’s important that they feel a sense of connection to you. This is why your About page is so important.

So how do we create an About page that ~~you’re proud of~~ doesn’t suck? Let’s get into it.

Start With What Makes You Human

We know you’re a boss at what you do. Someone is on your website because of your offer. So instead of leading with what makes you the professional boss you are, tell me something that makes you human—bonus points if it can tie into the work you do.

On my About page, I lead with how I wrote a college essay in exchange for way too many jars of peanut butter. I tie it into sweet naive 19-year-old Gab learning that writing could be a profitable skill because spoiler alert: Not everyone likes writing!

I tell this story because ideally, it hooks my reader in. It’s an unexpected start, tells a story, and ties into how much I love my work.

If you’re struggling to create a story that ties into your work, tell me something human. What do you love? What excites you? What’s your guilty pleasure? Give your readers something to connect with.

Speak Directly to Your Target Audience’s Frustration

Okay, now that we’ve established that you’re a human, let’s talk about your work. I don’t mean degrees, certifications, and social proof—there’s a time and place for all of that. Tell me about the problem your clients are facing. Speak directly to your target audience’s frustration by calling it out.

Social media management: You’ve spent countless hours devoted to social media trends and still can’t seem to grow your Instagram account.
Personal trainer: You’re tired of a one-size-fits-all approach to fitness and are ready to try a program that actually works.
Virtual assistant: Your business is growing but the hours in your day are shrinking. You need help outsourcing tasks but don’t know where to even begin.

In each of these examples, we call out consumer frustration specific to your service. Notice that I use “you” in every example. That’s on purpose. We do this so that your target audience is nodding along and shouting “YES THIS IS ME!!!! FINALLY SOMEBODY GETS IT!”

Present Yourself as the Solution to Said Frustration

You’ve stated your consumer’s frustration. Now, you declare yourself as THE solution to that frustration.

Social media management: You’ve spent countless hours devoted to social media trends and still can’t seem to grow your Instagram account. As the self-proclaimed Insta-guru, I’ll make sure you trade in headaches for results.

Personal trainer: You’re tired of a one-size-fits-all approach to fitness and are ready to try a program that actually works. My fitness programs are designed specifically for my client’s goals, so you’ll always know what to do and why you’re doing it.

Virtual assistant: Your business is growing but the hours in your day are shrinking. You need help outsourcing tasks but don’t know where to even begin. My virtual assistance services maximize client efficiency by handling mundane tasks so that you can get back to increasing your bottom line.

From here, let your unique value proposition shine. You’ve already positioned yourself as an expert—now tell me why you’re the choice for my frustration.

Finish With a Clear Call to Action

What’s the next step you want your readers to take? Do you want them to book an introduction call? View your services? Read your blog? Whatever it is, make sure it’s on your About page AND that the CTA is crystal clear. You’ve spent a lot of time perfecting this page, appealing to your target audience, and assuring them why you’re the obvious choice to work with. Now send it home by guiding them to go one step further.

The About page is often the most daunting page to write. Talking about ourselves can just feel weird—I know. But with these four steps, you’ll write an About page that showcases who you are, why your work matters, and why prospective clients should choose you.