How to Write an About Page

To write an about page, start with the clients you serve and the problem they bring to you, then tell the part of your story that explains why you are qualified to solve it. Add proof and a real photo of yourself, and end with one clear next step, so a prospective client can read the entire page in a couple of minutes and know whether to contact you.

Most about pages I read from founders and consultants are biographies, which walk through every job since school while the reader who arrived with a problem leaves without learning whether you can solve it. In this blog post I explain how to write an about page for website visitors who are deciding whether to hire you, including the order that works and an outline you can complete today.

What is the purpose of an about page?

An about page is where a potential client goes to decide whether to trust you, and on many service business websites it is one of the most visited pages after the homepage, because serious buyers want to know who is behind the business before they get in touch.

That visitor usually understands roughly what you offer already, so what they want to find out is whether you understand people in their situation and have solved their particular kind of problem before, which is equally true for an about us page on a small business website and for an about me page written by a solo coach or consultant.

An effective about page also helps humanize your brand, which matters to small business owners whose potential clients are really hiring a person, so the page should sound like you and use the same brand voice you use on calls and throughout your marketing.

What should an about page include?

Five elements belong on almost every about page, and I would arrange them in this order:

• Who you help and the problem you solve for them.
• Your story, as it relates to that problem.
• Proof that you have done this work before.
• A real, recent photograph of you.
• A call to action (CTA) that tells the reader what to do next.

Step 1: Say who you help

Open with the reader, meaning your target audience, and in one or two sentences describe who you work with and what improves for them, so a visitor knows immediately whether they are in the right place.

A line such as “I help women who run small consulting firms win more clients from search and referrals” communicates far more to a buyer than a paragraph about your passion for helping people. If you serve more than one category of client, prioritize the one you most want more of, because a page written for everyone feels to each individual reader as if it was intended for someone else.

Step 2: Tell the part of your story that explains the work

Your brand story belongs on the page when it helps the reader understand why you are qualified to solve their problem, so the position you held before you started the business, or a difficulty you once experienced yourself, is worth including when it connects directly to what the client is dealing with now.

When you share your story, leave out the parts that do not connect, even when they matter to you personally, because every paragraph that answers a different question makes the real answer harder to find. This is also the story you will repeat on podcasts and in speaker biographies, and I cover how to decide what you want to be known for in personal branding for female entrepreneurs.

I have seen this with almost every client I have worked with. Their about page usually opens with where they grew up or how they got started, and the part a buyer is looking for, who they help and why they are the right person for it, is buried near the bottom. Moving that to the top is one of the first changes I make.

Step 3: Add proof

Proof, which marketers often call social proof, turns your claims into something a buyer can check for themselves, and the most persuasive proof is specific, such as a short testimonial that names the problem a client had, a result described in plain words, the publications that have featured you, or a professional credential your clients care about.

Put the client’s name and business next to each testimonial wherever they allow it, because an anonymous quote carries considerably less weight with a careful buyer, and if you are new to running your own business, you can describe the relevant experience you do have, such as years spent doing the same work inside a larger company.

Step 4: Use a real photo of yourself

People hire people, so show the reader exactly who they would be working with by choosing a clear, recent photograph that looks like the person who will appear on the first video call, and avoid stock photography, because buyers recognize it quickly.

Step 5: End with one clear next step

A visitor who reads to the bottom of your about page is often close to contacting you, so tell them precisely what to do next. Select one action, such as booking a call or reading about your main service, and make it a clear link or button, since a single option is easier to act on than a row of links to every platform you use, while your full contact information can stay in the footer for anyone who prefers email.

How to structure an about page

Buyers scan before they read, so put the most useful information first and divide the page into sections with short, descriptive headings. Lead with who you help, follow with the problem they bring you and then your story, add your proof, and close with your call to action, with your photo positioned near the top or beside your story.

If you start from one of the page templates that come with your website builder, keep whatever layout you prefer and replace its placeholder headings with this order, because careful web design cannot rescue a page whose words answer the wrong question.

For an about us page with a small team, maintain the same order and add short team bios and team photos after the story, with each bio explaining what that person does for clients. Legal information such as your registered business name belong in the footer or on a separate page.

Should an about page be in first person or third person?

Write in the first person if clients hire you personally, because “I help” sounds like a real person speaking directly to the reader and matches the way you communicate on a call. Third person, such as a page that begins “Mariya helps founders,” can sound as if you paid someone to praise you, which is an awkward note on a page meant to build trust.

Third person still has a place, because podcast hosts and journalists often need a short biography they can copy, so you can add one at the bottom of the page for press and speaking invitations.

How long should an about page be?

There is no fixed length, although most effective about pages can be read comfortably in two or three minutes. If yours runs longer, the extra material is usually biography that does not connect to the reader’s problem, so cut from the story first, while a page of only a few lines probably lacks the evidence a careful buyer looks for.

Mistakes to avoid on an about page

• Opening with a mission statement, where you grew up, or the year you started the business.
• Listing every job and qualification you have, whether or not it relates to your clients.
• Describing yourself as “passionate” and “dedicated,” since every competitor uses the same words.
• Describing what you do in different words here than on LinkedIn and your other social media profiles.

How search engines and AI assistants use your about page

Google and AI assistants such as ChatGPT read your about page to determine who you are, and Google’s guidance on creating helpful, people-first content asks whether it is clear to visitors who created a site’s content, and the about page is usually the first place anyone looks for that answer.

AI assistants also compare your page with the information they find elsewhere, such as your LinkedIn profile, directory listings, podcast bios, and articles about you. When those sources agree, an assistant can describe you with confidence, while conflicting descriptions give it reasons to get you wrong or leave you out entirely.

So write one plain sentence that describes who you help and what you do, and use it consistently near the top of your about page and across your other profiles. If your site uses structured data, the about page is a sensible place for Person or Organization markup that links to those profiles, and I explain the rest in how to show up in ChatGPT answers.

About me page examples: Four patterns that work

People who search for about me page examples usually hope to find one they can copy, although copying another person’s about page rarely fits your business, so here are the patterns behind the good ones:

• A problem-first page opens with the client’s situation in their own words, then introduces the founder as the person who fixes it.
• An origin story page explains that the founder once had the same problem and built the business around how she solved it, then moves quickly to what clients receive.
• A proof-led page opens with a strong client quote or a row of press mentions and keeps the biography to one short paragraph, which suits established consultants.
• A two-part page speaks to clients in the first person and ends with a short third-person bio for press and event organizers.

A fill-in outline for your about page

Complete the brackets in this outline, then remove anything that does not help a buyer decide whether you are the right person to hire:

• I help [the people you serve] with [the problem they bring you], so they can [the result they want].
• If you are [a situation your client would recognize], you are in the right place.
• I started doing this work after [the experience that connects you to their problem].
• Here is what one client said: [a short testimonial with a name and business].
• I have been featured in [publications], and I hold [a credential your clients care about].
• When you work with me, [what the first step or first month looks like].
• If this sounds like you, [one link to your next step].

Frequently asked questions

What is the main purpose of an about page?

The main purpose of an about page is to help a potential client decide whether to trust you. It explains who you help and why you are qualified to support them, and then directs the reader to one clear next step.

How do I write an about me page as a solo consultant?

Write in the first person and open with the clients you serve and the problem you solve for them. Then add the part of your story that explains why you are qualified for this work, together with a testimonial and a real photo, and end with a link to book a call.

How do I optimize an about page for SEO?

Put your name and your main service in the page title and the first paragraph, and describe what you do in the same words you use on your other profiles. Then link from the about page to your service pages so search engines can understand how the site is organized.

Can I write a Wikipedia page about myself?

Wikipedia strongly discourages people from writing about themselves or their own business, and every article needs independent sources that show the subject is notable. For most founders, a clear about page and consistent profiles do far more for how AI assistants describe you.

How often should I update my about page?

Review it whenever the business changes, such as a new service or a shift in who you serve, and reread it once a year even if nothing significant has changed. An outdated about page confuses buyers and gives AI assistants old information to repeat.

What is the difference between an about us page and an about me page?

An about me page introduces one person, usually a consultant or coach whose clients hire her personally, and it is written in the first person. An about us page introduces a business with a team, so it follows the same structure while adding short team bios and a description of what each person does for clients.