The About page is where people go when they’re almost convinced.
They’ve read something you wrote. They liked the way you said it. They’re wondering if you might be the person who can help them.
They’re not looking for your life story. They’re looking for something that makes the decision easier.
So they click “About,” expecting clarity.
What they usually get is a paragraph about storytelling, a job title that tries too hard, and a sentence about being passionate that could’ve been written by a chatbot.
None of it builds trust. None of it helps.
Your About page isn’t about describing yourself. It’s about creating a reason to stay. A reason to believe the work you’ve done means something.
And that’s the version we’re going to write.
No templates. No branding exercises. Just a plainspoken page that connects with the person reading it.
Why Most About Pages Fail
They usually get written before the creator has something real to say.
That’s not an insult. It’s just what happens when you launch a site too early and fill in all the expected blanks. You post a couple things, install a theme, and suddenly there’s a page called “About” asking you to define yourself.
You write what sounds right.
You talk about your passion. You list a few accomplishments. You describe what you do in polished, professional language that would look fine on a brochure.
It all sounds okay… until someone actually reads it.
The issue isn’t usually dishonesty. It’s the way things get presented. You’re trying to sound like a finished product.
Most About pages show a version of the person that doesn’t quite exist yet. Some try too hard. Others stay vague. Most end up hiding behind tone.
I’ve done it too.
One of the first About pages I ever wrote used a job title I made up. It sounded impressive, but I hadn’t actually done the thing yet. I just wanted people to take me seriously.
Looking back, I wasn’t lying… I was just trying to skip ahead to a version of myself I hadn’t earned yet.
But readers can pick up on this kind of stuff, even if they can’t explain exactly why.
A good About page doesn’t try to summarize your identity. It just shows the reader where they are, what you do, and why it might matter to them.
Nothing more.
And when that’s all you try to do, the right people stay.
The question, then, is how to say just enough… and have it land.
That’s what the next section will show you.
A Simple Framework for a Strong About Page
There’s no right way to write an About page.
But there is a structure that makes it easier to say what matters — and avoid what doesn’t.
This version doesn’t follow a script or try to sell. It just gives you a way to share the work you do in a way that builds trust.
Here’s one version that works:
1. Open with where they are, not who you are
Nobody clicks “About” out of pure curiosity. They’re already interested.
Your first job is to reinforce that interest. Don’t make it about you just yet — make it about the problem they’re trying to solve or the future they’re trying to build.
Make them feel seen.
2. Show what you’ve figured out
This is where your experience comes in — not as a resume, but as a signal.
Show the reader that you understand the path they’re on. Share what you’ve tried, what didn’t work, what finally did. Keep it short. Stay specific.
Make them feel understood.
3. Show them what you do now, and who you do it for
This is where you get to describe the work itself. The clearer, the better.
Let the reader decide if they belong in that group.
Don’t try to impress everyone.
4. Invite them to go deeper
Don’t just say “thanks for reading.” Point them somewhere useful.
Send them to your best work. Offer a starter guide. Share your newsletter. Give them a reason to stick around — or something to look forward to.
That’s it.
It won’t make you sound like a genius. It’ll just make you sound like someone worth following.
Quick Example: From Generic to Genuine
Bad version:
“I’m passionate about helping people find their voice through storytelling.”
Better version (using the framework):
“I spent the last decade helping small business owners write their own web copy, not just so it sounds good, but so they get more replies. I created this site to make that part easier.”
This version shows what you do, who it’s for, and why it matters — and in plain language that builds trust.
Real Examples, Broken Down
These aren’t full About pages… just bits and pieces of real ones worth studying.
What they do well:
- They make a clear promise.
- They sound like a person.
- They don’t waste time.
Paul Jarvis:
“I help people build better (not bigger) businesses.”
It’s short. It’s sticky. You immediately know what he stands for.
It also weeds out the wrong audience in five words.
Erica Dreisbach:
“I’m a web developer and cartoonist. You can tell what kind of day I’m having by how much code vs cartoon is on this site.”
Personality without fluff.
You learn what she does, how she works, and what to expect — all in one line.
Amanda Goetz:
“I write a newsletter about building a life you don’t want to escape.”
There are thousands of life advice newsletters.
This one makes you pause. It’s aspirational without being sappy.
Julian Shapiro:
“I write at the intersection of self-improvement and startup growth.”
This one works because it gives you the two buckets he pulls from.
You can tell instantly if you’re in the right place.
Tiago Forte:
“I’m the founder of Forte Labs and the creator of Building a Second Brain, an online course that has taught over 5,000 people modern methods for knowledge management and productivity.”
It’s longer, but each word earns its place.
Name, credentials, course, proof. If you’re looking for digital organization, you’re listening now.
Each of these snippet examples work because they don’t try to do too much.
They just signal: “Here’s what I care about. Here’s what I’ve built. Want in?”
What to Cut
If your About page feels off, it probably isn’t because you left something out.
It’s because you left too much in.
Most pages get bloated trying to sound complete. You add personality, context, values, purpose. Then you smooth it out until the whole thing reads like an incoherent blob.
Trimming makes it better.
Here’s what to start with:
1. Buzzwords That Hide the Work
Words like “empower,” “authentic,” “transform,” and “clarity” show up everywhere. They sound positive but usually say nothing.
You can keep them if they’re backed by something specific.
But if they’re holding the sentence up on their own, they can go.
2. Origin Stories That Don’t Matter
“I’ve been obsessed with storytelling since third grade.”
No one cares.
If your story is essential to what you do now, keep it. But skip the childhood anecdote unless it’s doing more than filling space.
3. Apologies in Disguise
“I’m not an expert, but…”
“I’m just figuring this out…”
“I know I’m still learning…”
It’s fine to be early in your journey. Just don’t build that into your message.
You’re not writing this page for people who need a disclaimer.
4. Fluff for Fluff’s Sake
If a sentence only exists to “warm up” the reader, cut it.
Don’t open with how much you love coffee. Don’t explain how nervous you were to write this. Don’t talk about how excited you are to share your journey.
Nobody clicked “About” for that.
5. Your Entire Work History
A quick snapshot of your experience is useful. A full timeline is overkill.
Cut any line that reads like it belongs on a resume. This isn’t LinkedIn.
6. Passive Mission Statements
“I believe in the power of human connection.”
“My goal is to help others thrive.”
It’s not that these are bad sentiments. They just don’t say anything about what you actually do.
7. Stuff You Haven’t Earned Yet
Don’t say you’re “redefining the creative space” or “changing how people work” unless you’ve actually done that.
Aspirations are fine. But if they read like branding copy, they don’t belong here.
6. Write It Like They Already Know You a Little
Most About pages read like they were written for strangers.
They overexplain. They talk too much. They assume no one’s ever heard your name before — even though that’s almost never true.
People don’t land on your About page by accident. They’re there because something else caught their attention.
A blog post.
A podcast.
A social share.
A recommendation.
Something you made led them here. That means they’ve already seen your work. Even if it was just once. Even if they barely remember.
You’re not introducing yourself from scratch.
You’re helping them decide whether they want more.
So write like that.
This changes what you include.
You don’t need to explain every twist in your journey. You don’t need to justify your credibility. And you definitely don’t need to tell the whole story.
You just need to show them how your work fits into what they’re looking for.
Final Notes
Don’t try to write the perfect About page.
But do stop trying to write the one you think you’re supposed to write.
The kind that performs. The kind that tries too hard to sound legit. The kind that hides behind polish because clarity feels risky.
You’re not trying to pass a job interview. You’re giving people a reason to stay.
So, say what matters. Cut what doesn’t.
And let the page sound like it came from you — not from a template.
That’ll do.
