How to Write an About Page That Actually Converts (Without Sounding Weird)
Let’s be honest: anonymous websites are so *last decade*. 😎
People want to know who’s behind the screen—especially if they’re thinking about hiring you, buying from you, or trusting you with their time. Cookie-cutter websites with zero personality? They’ve seen enough.
Also, you know (stares dramatically in all directions): AI and so on…
The force which basically eroded trust and made people even more skeptical about “online gurus” than ever before.
So…
If you’ve been procrastinating on your About Page (admit it, it’s been on your to-do list forever), here’s your pep talk. Writing it doesn’t have to feel like pulling teeth. In fact, it can be surprisingly fun—and a total game-changer for your brand.
But first, let’s reframe this: your About Page isn’t a boring must-do. It’s pure GOLD. Why? Because someone has landed on your site and is genuinely interested in YOU. When does that ever happen on the internet? Like, when?!
You worked hard to get them here—blog posts, Instagram, SEO, AI SEO, optimizing for ChatGPT to be recommended, maybe even some Meta ads. This is your moment to connect. To show them who you are and what you bring to the table.
Don’t worry, this isn’t about shouting “I’m amazing!” into the void. But it is about confidently showing up as the expert you are. Let’s walk through the structure I recommend for an About Page that feels real and strategic.
Table of Contents:
Your visitor is thinking: “Wait… where am I and who’s behind this?”
I know there are people out there who don’t like the entire talk of “it’s not about youuuu on your about page” advice.
But hear me out!
People are so confused these days. They have TikTok brain rot, their attention span doesn’t even equal that of gold fish any more.
So do yourself a favor and… Just give them what they expect. THEN you can be creative, and we’ll definitely get to that later in that article.
But for now, keep in mind:
Literally everyone who lands on your site (as long as they’re semi-interested in what you offer and keep reading) is wondering who you are. Like, really.
Which is why your About Page is usually one of the most visited pages on any website. Since the “trust creep” that has taken over the internet since 2024, 2025ish, people are even more hesitant about everything they see online.
So you need to show you’re nice and cool - and knowledgeable.
But here’s the thing:
An About Page isn’t just a “let me tell you who I am” section. That’s way too surface-level and people will fall asleep if you just tell them what glorious CV you managed to collect over the years..
Your reader is subconsciously asking themselves three questions:
Where am I? Who’s behind this?
What’s in this for me?
Does this person/brand seem legit?
So your job is basically to convince them that they can trust you by answering all those questions.
But of course, there’s an advanced level, one that most creators and website owners forget. Because if you convince them? That magical fourth question appears:
👉 “How do I take the next step?”
Let me show you how to answer all of these—cleverly, clearly, and with zero writer’s block.
First step: relax!
Yes, I know. Easier said than done. Especially when you want your About Page to sound pro but still kind of breezy and friendly.
But guess what? That’s exactly what this post is here for.
About Page templates: helpful, but don’t overdo it
Sure, it’s tempting to copy and paste a plug-and-play template from the internet and call it a day. And to be fair: templates are a great starting point. To just have ChatGPT build out some copy that kind-of-sounds-like-you, but which also… everybody could have written?
If you just slap one onto your site and don’t tweak a thing? You’re missing a huge opportunity.
Your About Page is the one place on your site that should actually feel uniquely you. It’s not where you want to blend in with every other creator or creative coach on the planet.
Please don’t just copy someone’s layout because you “liked the vibe.” You’ll rob yourself of the chance to sprinkle in those magical, sparkly pieces of your personality and expertise.
And even if no one else notices the copycat job, you’ll know. Which is not good.
With that said, let’s get into the 6 elements I recommend for every About Page—yes, you can use them like a flexible structure (not a rigid template).
The 6 elements every About Page needs
1. The “What’s in it for me?” opener
Hot take: At first, people aren’t interested in you. They’re interested in the point of your website. Which means that basically, they just want to know what’s in it for them.
Why should they give you their attention which, these days, is worth its weigh in gold?
So your first line should answer:
What do I offer?
Who is it for?
What makes it special?
Example from my own about page way back when I started as a Squarespace web designer:
“I build websites (what?) for creative entrepreneurs and small business owners (who?). Specifically: Squarespace websites (what exactly?)—built with strategy and focused on converting visitors into clients (what’s the unique value?).”
Boom. Now we’re clear.
I also included a photo of myself here, because people love putting a face to the voice. (And because I am the face of my brand. Which I would say, most people should do these days, at least if you sell a service, consulting, courses or anything which is related to you as a person.)
Alternative idea: a photo of your workspace, product, or a vibe-y lifestyle image that reflects what you do.
Are you a dog trainer? Show a fluffy dog in action with you. Make the connection between you and your offer super visual right from the start.
2. A proper intro—with name and photo
Listen, I can’t stress this enough: put a picture of yourself on your About Page. A good one. Not a random stock photo of “a woman laughing at salad.” (We’ve all seen it.)
Yes, I get it—posing for a brand shoot can feel weird. I used to hate being on camera too.
But if you’re offering a service or running a solo biz, people are way more likely to trust you when they can actually see who you are. Especially when they found you randomly (not via recommendation).
And no matter how obvious your name might be—yes, still say it again.
Say: Hi, I am …
Even if your domain is literally yourname.com. Even if your logo says your name.
It’s like meeting someone at a party and introducing yourself again, even if they could technically read your name off your phone screen.
Say it straight: “Hi, I’m Gregor.”
Or go a little more formal if your brand voice calls for it.
But say it.
You’d be shocked at how many websites owners I’ve counted who did tell me everything about their lives but left me clueless about their actual names…
3. Your expertise (and a bit more personality)
Right next to (or under) that photo, tell people what makes you good at what you do.
You don’t need your full resume here. Just the juicy stuff which is actually what people are interested in. It can be a little longer than the typical elevator pitch, so make sure you include things like:
What makes your work special?
What results do people get from working with you?
What do you love doing that others avoid?
I personally kept this section short and sweet—but intentional.
And fun fact: It’s one of the most-quoted parts when potential clients reach out to me. They actually read it.
You don’t have to be flashy—just clear.
✅ Bonus tip: Save your full story for Section #5 (yep, we’ll get to that).
I split my own “expertise” section into two parts:
What I do (in the example for my first website service, that was: Squarespace websites)
Who it’s not for
Why? Because I know a lot of people still associate “building a website” with “WordPress headaches.”
I wanted them to know upfront: I’m your person if you want an intuitive, stylish, conversion-focused Squarespace site.
Yes, I now also offer platform-agnostic strategy calls. So if you’re using WordPress, Wix, or something else—you’re not out of luck.
But the core of what I do? That’s Squarespace. And I don’t hide that.
Moral of the story: Be brave enough to be specific. You’ll never please everyone. The more you filter, the more the right people feel seen and excited.
4. Show proof
Remember one of the big subconscious questions on people’s minds? “Can I trust this person?”
This is where you answer that with evidence which can be “fact checked” by some googling, ChatGPTing or asking third parties.
You could show:
Client testimonials (with names & pics, if allowed)
Case studies (bonus if you include % results or growth)
Portfolio pieces
Awards, credentials, years of experience
Press mentions
Numbers: followers, clients, downloads, etc.
In my own About Page, for a long time, I kept this super minimal—just one badge: Squarespace Circle Platinum Member.
But honestly? You could (and probably should) show way more.
Your About Page is a great place to go all in.
Still not sure what to include? Do a deep dive in your archives - or google yourself and look back to press appearances you had, customers you worked with, you name it.
You’ll probably find proof points you forgot you even had.
FAQ: “But what if I have no proof yet?”
Then go out and get some! 😄
Seriously. You shouldn’t sit at home and be sad that you’re a nobody and no one will ever see you as an expert. Go do something about it!
Write a guest post.
Offer a discounted service in exchange for a testimonial.
Run a beta round of your offer with a few people and document the results.
There are so many smart ways to build credibility without waiting 6 months. No proof will fall from the sky by itself, you need to collect it actively.
5. Go deeper (if it fits)
This one’s optional, but powerful.
If your personal story directly ties into what you offer—or shows that you’ve been through what your audience is facing—share it.
Tell them:
What you struggled with
What changed
Why you now help others with that same thing
Just… keep it focused, because some people go waaaay beyond what people want to read. TL/DR: This is not the place for your unedited life story.
Think tight, relevant storytelling, so people can connect with you—and yes, if you have relevant stories which led to your business, you can drop them here. But… don’t over do it.
Pro tip: If you have too much, you can use an accordeon to hide some parts. People can then “unwrap them” if they’re interested.
6. Include clear CTAs (call-to-actions!)
This is the most underrated part of most About Pages.
Don’t let your page just… end. (Sorry, no way to go here…)
You’ve just made someone feel like they know and trust you, you gave your EVERYTHING to convince them ho cool you are.
Now show them what to do next!
👉 Book a call
👉 Check out your offer
👉 Join your list
👉 Follow you on Instagram
Whatever you want them to do next!
Pro tip: Add at least one CTA for action-takers (ready to buy/book) and one for warm leads (not ready yet, but curious).
On my own page? I invite people to join my email list. But you can link to anything strategic that keeps them in your world.
Bonus Tips
Hide Easter eggs 👀
Some sites like to reward people who read the entire About Page. Maybe you drop a cheeky discount code or freebie at the end. Just make it feel intentional, not forced.
Add interactive elements
Accordion menus, sliders, clickable facts—they can break up long text and keep people engaged. Especially good if you have a longer story or lots of credentials.
Show your human side
Yes, personality > perfection. Especially in times of AI where everyone can build an AI “person” to talk to. So you can definitely show some parts of your human self. Just don’t try too hard to be funny if it’s not your thing.
Avoid generic stuff like “I love coffee and books” unless you can add something specific.
Like:
“I drink coffee with an obscene amount of frothed milk. Also? I’m probably the only person on earth who prefers shelf-stable milk over fresh. I know. Don’t come for me.” 😄
You made it! Now go write it.
Or… you know, copy this article into ChatGPT or Claude to have them write a draft based on this info for your…
I hope you’re feeling inspired (and maybe just a bit more confident) to finally get that About Page done.
Remember: It doesn’t have to be perfect. It just has to be you.
And if you want my help turning your draft into a killer layout in Squarespace—check out my other tutorials.
Done is better than perfect. You’ve got this. 💪