Why does writing your own About page feel so freaking difficult?
As a website copywriter, this is one of the most common things I hear from my clients – and I totally agree. Talking about yourself is hard, especially when it feels like you’re trying to come off as the best version of yourself on your website.
Luckily for you, I’ve written dozens of About pages for business owners, creators, product businesses – you name it, I’ve probably written it. So together, let’s walk through your About page, figure out what you’re missing, and write better copy to connect (and convert) your best-fit customers.
And if we haven’t met yet, I’m Maddy Aucoin, website copywriter for cool, not-your-average professionals. Vickie’s letting me take over her blog today to help you write a better About page that your audience connects with (and to make her life easier as your designer!).
But first:
Why is an About page so important?
It’s not a brain dump of your most important accomplishments (that’s what your LinkedIn is for!).
Instead, your About page should convince your reader why you’re the best fit for them. Of course, your entire website should do that, too – but your About page should seal the deal.
And here’s how we do that:
- Telling your audience why they should hire you, specifically. There’s a million other people who do the exact same thing you do – so you need to convince your reader why you’re the absolute best choice for them.
- Highlighting your unique approach to give them a reason to care. This ties back into why they should hire you – what is it about how you do things that’s better (or easier, or more fun)? You need to tell your reader why you do it differently so they can buy into picking you!
- Get your reader further hooked on your personality. Because while it’s not the only reason your best-fit clients book you, it’s super important that they just get you before they hop on a Zoom call with you. Showing your personality builds trust and that “okay, this person TOTALLY gets me” factor we want.
Now that’s out of the way, let’s chat about the six most common things business owners forget when writing their own About page:
Using a clear, engaging header (not a generic intro)
If your About page headline looks like, “Hey, I’m [your name here]”… it’s time for an alternative!
Why? Your headlines are a major part of your site – they encourage people to keep reading (or to scroll away)! Your goal with an About page headline is to grab people’s attention AND introduce them to a little bit of YOU. So with a header that only shares your name and your job title, you’re not checking off either of those boxes.
What can you do instead? Here are three headlines for your About page that aren’t “Hi, I’m [name]”:
- Lead with a “controversial” hook related to your niche. For example, as a nutritionist: “I’m [name], and it might sound weird, but I’ve never cracked open a cookbook in my life.”
- Tie in what you offer with one of your key brand messages. For example, as a Pilates instructor: “I’m [name], and I know firsthand how trying Pilates can quickly become an obsession.”
- Add your credentials and who you serve. For example, as a nurse practitioner: “I’m [name], nurse practitioner for women ready to feel better about their health.”
Helping your reader care about you and your work (instead of assuming they will)
If you’re like most of the people I’ve helped, you probably struggle with making your About page too much about yourself.
Since it’s your website, your About page seems like it should be all about you, right?!. In reality, though, your About page should be about your audience first.
I know it seems a littttle backward, but hear me out:
Think about walking into a party where every person you meet is non-stop talking about themselves. They never stop to ask you any questions or to make sure you’re actually interested in what they’re talking about. Every time you walk up to someone, they just talk right at you about themselves without trying to engage you at all. That’s exactly what it feels like when your About page is all about you. It’s not connecting with your audience or making them feel like you truly see them.
And in reality, we’re all a little self-centered when we’re browsing other people’s sites. We want to know why we should care and what’s in it for us. Your audience wants to know how your story, skills, and experience will help them transform whatever you’re promising them.
And of course, you should brag about yourself a little – you have the education, skills, and experience to help your best-fit customers, after all! But we also need to remember to tie everything back into how it helps our best-fit clients.
Your audience wants to feel like you see them, so make sure to write it from their perspective! What do they care about? What will they find interesting? What’s in it for them? Why should they care? How will it help them?
Talking about your unique approach or philosophy (instead of saying “I’m different from my competitors”
You often tell people, “I’m not like the other people in my industry!” but you forget to tell your best-fit clients why and how you do things differently. Because let’s be real: anyone can say they’re different (like your teenage ex who promised they changed this time… when they actually didn’t), but showing how you’re different? That’s way more powerful.
Talking about your approach, your values, and your philosophy will help you stand out from your competition. And make sure you’re straight up about it – don’t try to be clever or dance around it. Share it and be proud of it!
For example, instead of saying “I’m a website copywriter helping you with words for your site” (which is what every copywriter does!), I could say “I write websites for cool professionals that sound like you, get you taken seriously, and paid accordingly”.
See how that makes my approach different than everyone else? Your audience will take note, too.
Adding your personality (instead of feeling overly buttoned-up)
One of my favourite parts to help professionals with: bringing in your personality!
When you sit down to write your About page, you often resort to sounding stiff, overly professional, or use words you’d never use in everyday life (like, why did I write “embark” and “deliberate” here?!). In reality, though, your About page should reflect your brand’s personality.
Instead of feeling super buttoned-up, formal, and that “I feel like I should be wearing a blazer and dress pants” vibe, step back into your true personality.
My entire copy philosophy is that you CAN balance personality and professionalism (whatever that means to you).
Here are a few ways to add your personality to your About page:
- Write conversationally. What words do you use often? How do you normally talk to friends? Take these things and wrap them into a slightly more polished version of how you are outside of your business. You’ll perfectly capture you while still being “professional-ish”.
- Add fun facts or quirky things about you. Can you only focus on writing case notes with a large chai latte and your dog on your lap? Say that. Is your dream to teach Pilates at Kilimanjaro base camp? Throw it in there. When people connect with these little, human parts of you, that’s when they feel like they see and get you.
- Use language that feels true to your brand. Again, no feeling like you need to throw in words you’d never use IRL. Throw in acronyms (if your audience gets them!), slang words, or ones you use every day (for example, one of mine is “slay”!).
Adding a call-to-action at the bottom of your About page (instead of not having one)
So, tell me: when your reader scrolls all the way down to the bottom of your About page – what do they see?
They’ve connected with your fun facts, saw themselves in your storytelling, and laughed about how much they relate to you… so what’s next?
You need to give your reader a next step to take – so enter, a call-to-action. If you’re not giving your reader a logical next step, you’re leaving it up to chance that they’ll stay on your website or click to inquire with you.
Wondering where to send them next? Here’s a couple options for you:
- Want them to see all you have to offer? Your CTA should send them to explore your Services page.
- Want them to contact you and get started working together? Your CTA should get them to book a consult call or fill out your contact form.
- Want them to follow you along and get acquainted with you a little more first? Your CTA should encourage them to join your email list.
Use social proof to boost your credibility (instead of forgetting to)
Even though your About page is about your reader, you still need to brag about yourself too! Sharing what makes you good and credible builds trust with your audience and makes them realize they can trust you.
Things you should totally brag about on your About page:
- Education, like degrees or certifications that relate to your work
- Experience, like how long you’ve been working in the field or how many clients you’ve worked with
- Any incredible skills you have related to your work, like being a super empathetic listener or getting clients to feel safe opening up to you
Your about page is a chance to connect with your best-fit customers, not just tell them about you.
Now, go open your About page, keep this article open, and make your changes! You’re one step closer to attracting your best-fit customers.
Before you click away, let’s stay in touch:
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Okay, now that we’ve got all this gold from Maddy on leveling up your About page, let’s make sure the rest of your site is pulling its weight too. Here’s what I’d check next:
- The Free Website Audit Checklist to spot what’s helping (or hurting) your site.
- The Ultimate Guide to Creating a Beautiful & High-Converting Website
- 5 Things I’d Do Differently If I Started A Wellness Business Today
April 3, 2025
