How to Write the Perfect ‘About’ Page (with Tips & Examples)

I can’t tell you how many times I’ve come across a great website, by a talented entrepreneur, who has an awesome brand persona and a crazy valuable offer… but an awful About page.

And when I say awful About page, I’m talking about one that sounds like a boring resume.

Or a rehearsed, unenthusiastic job interview.

Or the generic about section on LinkedIn.

Because so many people don’t realize how important their About page actually is!

Everyone seems to realize how important their Homepage or Service page is. But treat their About page as an afterthought.

But it’s important to remember that *every single* page on your website is important. Every single page has the power to engage, convert, and win over your dream clients!

Even your Contact page and FAQ page (which is a story for another time), but especially your About page!

Your About page isn’t a little, insignificant page where you quickly lay out your qualifications. Along with a brief backstory on how you got into your field of work.

Even though you may view those things as important, your readers (a.k.a. your target audience) doesn’t care about that. Those things are a snooze fest.

And it’s going to bore your dream clients, possibly turning them away. Because it’s generic, basic, and not real.

Your About page is where your target audience gets to know the *real* you! It’s where professionalism can go out the door, and your audience can get to know you as a friend.

It’s where your potential dream clients can decide for themselves if you’re a perfect match for them. If you click or clash as people.

Because they want to work with someone they like in real life. Someone who shares their sense of humor, values, interests, etc.

And I know you want that too!

I mean after all, us creatives left the corporate world in order to build a life we enjoy, by doing what we enjoy, with people we enjoy!

Am I right!?

So, with all that being said, how do you write an ‘About’ page that doesn’t suck?

An About page that makes you stand out from your competition.

That makes you memorable.

That makes you relatable.

That attracts, builds trust, and compels your dream clients to take action.

Well… here’s exactly what you should do…

✓ Fill it to the brim with your steamin’ hot personality.

Every page of your website should be filled with your brand persona/real personality.

NO page on your website should be filled with ‘cookie cutter’ copy that makes you blend in.

However… your About page should be taking it to the next level.

Because as I said, this is where your target audience really gets to know the *real* you.

The you that you are when you’re not working. The you that you are when you’re talking with your best friends.

And I know I said ‘steamin’ hot’, but I wanna clarify that your personality, sense of humor, way of talking, etc., doesn’t need to be over the top or super ‘out there’. It simply needs to be YOU. Whatever that looks like.

And the thing is, today people highly value relatability more than anything. People value people who show off real, authentic (not over the top) things about their life and personality.

I don’t know if you’re a big fan of ‘day in my life’ Instagram Reels or TikToks (I personally am). But have you noticed anything about them? Like the fact that people are craving to watch other people that are just being real and relatable?

While on the other hand, there’s a lot of *dislike* for people who represent themselves in an over the top, phony, ‘trying to be like everyone else’ type of way.

What’s my point with all this? Why am I bringing it up?

Because, in a world where everyone and everything feels fake and ‘cookie cutter’ more than it ever has, people are craving authenticity.

And this doesn’t just go for influencers. This goes for anyone with an online presence that’s either selling themselves or their services/products.

And I know you may think that the things that make you *you* are boring or don’t stand out enough, but that’s simply not true.

Because majority of people aren’t crazy fascinating with crazy fascinating lives!

Remember… your dream clients want to work with someone they can personally relate to. They want to chuckle and nod along as they read your website copy (especially your About page website copy).

They’re not going to feel compelled to work with someone they can’t relate to or resonate with, or someone that comes across in a phony way.

And you want to attract and win over the type of clients that appreciate you for who you are and connect with you over your competitors.

I mean, you don’t want to work with someone who prefers the personality and humor of your competitor anyway, do you?

✓ Share a glimpse into your life (outside of working).

Maybe you want to share where you’re from, where you grew up, if you’re married, have kids, go to yoga every Friday, etc.

Whatever your life looks like, share it!

Don’t share it in a boring way though! Share it in story form! Don’t drone on about boring insignificant things. Share the parts of your life (past and present) that once again, make you *you* and make you relatable.

Share some of the good, the bad, and the ugly. Share whatever feels right and natural to you.

Here’s an example of how I did that in my About page.

Real example from my own ‘About’ page.

Get what I mean? Everything I talked about (and the way I talked about it) is nothing more than my simple little life.

The life that (in my opinion) is nothing special. The things that make up who I am are simple, but relatable and real.

And note that there is a *right* and *wrong* way to do this!

I’ll give you an example. Instead of talking about my life the way I did, I could have blabbed on about my life like this-

“I’m from Buffalo, NY where I’ve lived all my life. I have a background working in customer service and retail where I first fell in love with marketing and advertising and how words play a huge roll in selling. My love for writing and marketing/advertising lead me to discover and fall in love with copywriting… blah… blah… blah.”

See the obvious difference there? That’s boring and a snooze fest!

It may be true but nobody cares about any of that.

Your dream clients obviously want to know that you’re good at what you do and that you can help them with what they need. But the thing is, your Homepage, Service page, Portfolio page, etc., already communicates those things!

Your About page serves a different purpose (an important purpose).

Remember that!

✓ Add some fun or interesting facts about yourself.

Having relatable facts about yourself on your About page is a must (I personally believe). The facts you share about yourself help to humanize you, they make you relatable, especially if they’re specific enough.

Whether you want to add some facts that are funny, serious, personal, relatable, etc., or maybe a good mix, don’t skimp out on it!

Even if you think you’re not the most interesting person in the world (because same), trust me, you have things to share that make you interesting and likeable to the people interested in working with you.

Especially because some of the facts you share about yourself will give your target audience an inside look or idea about what working with you will be like.

For example, say you share the fact that you’re an introvert. A potential client reading this might feel even more compelled to work with you over your extroverted competitor because they’re also an introvert.

These little facts truly matter!

Here’s some of the facts I share about myself on my About page.

Real example from my own ‘About’ page.

Real example from my own ‘About’ page.

you get the idea! No facts are too big or too small to share.

Just share the things you think are important to your identity. The little details that make up who you are. 

✓ Show that you’re qualified to do what you do in a natural, fun, relatable way.

I know I said earlier that this isn’t the place to drone on about your qualifications like a resume. and that’s still true! But there is a way to speak about your qualifications and still make it interesting, relevant, and relatable.

For example, on my About page, I wanted to express the fact that I know what I’m doing as a copywriter. That I’m educated and qualified to write killer copy that effectively delivers results.

I could’ve talked about the fact that I completed an in-depth copywriting course years ago and what I learned from it and how it got me to where I am today.

Or I could’ve talked about the copy projects I’ve worked on and my satisfied clients. 

And even though those things are great, they’re also boring! That’s ‘read and zone out’ type out information. It doesn’t make me relatable; it makes me sound overly professional and generic.

Those things don’t belong on your About page. If anything, they belong on your Portfolio page.

So instead, I decided to speak on my qualifications in a more real, honest, and relatable way. A way that’s true to who I am (while very lightly sprinkling in some of those facts as well).

Here’s another example form my About page so you can get a real feel for what I mean.

Real example from my own ‘About’ page.

✓ End with a call to action (CTA).

Alright, you’ve written a killer About page that’s resonated with your dream clients, keeping them engaged, and ready to take action.

So, ya better not forget to drop your call to action (CTA)! You should always end your About page with a CTA to view your Service/Product page and/or go to your Contact page.

I do this at the end of my About page, and I also link to a few of my blog articles.

Because now that your target audience knows you’re a perfect match and click as people, it’s time to remind them how important and valuable your offer is!

Also, I know adding a CTA (to any page of your website) may seem obvious. But I’ve seen About pages that don’t have a proper CTA at the end.

And I don’t just mean throw in a quick little ‘let’s work together’ button, or ‘view services’ at the end.

Make your CTA pop out, end your amazing About page with a CTA that gets your target audience excited!

Don’t write an awesome, engaging About page that hypes up your dream clients, only to water down the mood with a half-assed CTA.

Keep up that same energy!

I’ll give you another example from my About page.

Real example from my own ‘About’ page.

Real example from my own ‘About’ page.

‘How to Write the Perfect ‘About’ Page’ Conclusion.

Picture this. Your dream client is scrolling through your website. They love your offer, your unique approach, your brand persona, etc.

But they’ve also been stalking your competitor’s website as well. And they like them too. However, your About page is what convinces them to move forward with you over them.

Because they simply click and resonate with you and your personality more. And they feel excited to work with you!

Your About page doesn’t need to be over the top. It just needs to be *you*!

Don’t talk about the things you wouldn’t feel comfortable talking about in real life. Or the things that don’t align with the real you.

Talk about the things you would talk about on a first date that’s going really well (so well, that you’re thinking “oh my God I think this is my person”)!

Or things you would talk about with a new best friend (who you can be 100% yourself with because they’re exactly like you).

And talk about these things in your one-of-a-kind voice and personality.

And most importantly have fun with it! Don’t overthink it too much.

Because the purpose of your About page is literally to win over clients that have best friend potential, who vibe with you, and who want to work with you over your competitor.

You want to work with people you enjoy so it *doesn’t* feel like work!

And your dream clients want that too.

So do them a favor, help them realize that person is you!

Also friend, feel free to check out my websites entire About page!

This way you can get an even better in-depth example of how I wrote and structured my About page website copy.

And if you don't already know me...

Hi, I'm Christa! A freelance website copywriter who specializes in writing copy for creatives and small business owners. So, if you're looking to grow your business and attract your dream clients (beyond word of mouth and cold pitching) then I’m the copywriting companion you need friend! Feel free to visit my website and learn more about me and what I offer.

Or you can simply check these out as well…

• My blog - If you liked this article, you’ll find more just like it on my blog page, dive into topics like SEO, copywriting, blogging, and more.

• My services - Feel free to snoop. I specialize in writing copy for websites and content for blogs. But I'm always open to client requests as well.

• And for my fellow writers out there who are also interested in becoming a copywriter, view the article I wrote about the amazing, in-depth copywriting course I took that kick started my career as a copywriter (you can thank me later, well… only if ya want).