You probably don’t remember writing your About page.
You were launching something. The site was almost done. And there was this blank page with a default title that said “About.” So you wrote what felt expected.
A few lines about what you do. A sentence or two about why you care. Maybe a light joke so it didn’t feel too stiff.
And then you moved on.
But here’s the thing most people miss:
Readers don’t treat your About page like a formality. They treat it like a window.
They’re not just reading what you wrote…
They’re listening for tone.
They’re watching for hesitation.
They’re noticing what you left out.
And whether you meant to or not, you said more than you think.
This piece isn’t here to help you rewrite your About page. It’s here to help you see what it’s already saying — whether you meant it to or not.
Most people never go back and reread what they wrote.
But if you did…
And you looked at it the way a stranger would…
You’d notice a few signals hiding in plain sight.
Let’s start with the most common one.
1. The Signal of Performance
If your About page reads like a pitch, you’re not writing for the reader. You’re performing for them.
You know the type of page.
Every sentence is polished. Every sentence is doing too much. Every sentence feels like it’s written with a LinkedIn crowd in mind.
It’s not dishonest (well, not usually…)
It’s just tense.
There’s a difference between telling someone what you do and trying to prove it in every single line.
When a reader senses performance, they don’t assume you’re credible. They assume you’re worried you’re not.
And once that enters their mind, trust is harder to build.
Here’s the simplest way to check for this signal:
Read your page out loud and circle every line that feels like it’s trying to impress someone.
Then delete all but one of them.
2. The Signal of Padding
When your About page says a lot… but tells me nothing… it’s padding.
It might sound like:
“I’m passionate about empowering others through storytelling and building authentic connections that create impact.”
That sentence could be about a writer, a coach, a podcast producer, or a barista with a good Instagram bio.
Padding shows up when you’re not sure what to say — so you say what you’ve seen others say.
It’s not that you’re being vague on purpose. You’re being vague to sound professional.
Which is exactly what makes it forgettable.
A padded page doesn’t reveal anything real. It just gives the impression of saying something… without the risk of actually doing it.
Here’s how to spot the signal:
Look for any phrase you’ve seen a hundred times on other sites. If it could fit on a motivational poster or company “About” section, it probably doesn’t belong on yours.
Replace it with one sentence you’ve never seen anywhere else.
Something only you could say.
3. The Signal of Disconnection
Sometimes the writing sounds fine…
But something feels off.
You’re reading about what they do… but not why they do it. Or you’re getting the backstory… but not the present-day version.
It’s like meeting someone in person after following them online.
You recognize the name, but the vibe’s completely different.
That’s what happens when the About page and the rest of the work don’t match.
The signal isn’t in what’s written. It’s in the gap between the page and everything else.
You’re trying to build trust, but the reader is getting mixed signals.
One voice in the blog. Another voice in the bio.
It doesn’t have to be dramatic.
Even a slight tone mismatch is enough to plant doubt.
Here’s how to find the signal:
Reread your About page immediately after reading a few of your best posts. Does it sound like the same person wrote both?
If not, the page is doing more harm than good.
4. The Signal of Defensiveness
You probably don’t think of your writing as defensive.
But your readers might feel it anyway.
You see it in sentences that over-explain. In bios that apologize for gaps. In language that tries to preempt judgment before it arrives.
“I’m not a traditional expert, but…”
“I know I don’t have a huge following yet…”
“I’m still figuring things out, but here’s where I’m starting.”
These sound honest, but they’re doing the opposite of what you think.
You’re not earning trust. You’re flagging doubt.
Nobody’s asking for your credentials…
They’re asking if you can help them.
Here’s how to check for the signal:
Read your page and circle anything that sounds like a disclaimer.
Then replace it with a story, a belief, or a before/after that proves your point (without the preamble).
What to Do Now
Don’t rewrite your About page from scratch.
Just reread it with fresh eyes… and look for the signals:
- Where are you performing?
- Where are you padding?
- Where are you out of sync with your own voice?
- Where are you defending instead of demonstrating?
Mark them.
Then cut one thing.
Then another.
You’ll know when you’ve gone far enough. The page will start to feel uncomfortable in a good way. Less like marketing… more like you.
That’s the signal you’re done.
