Visitors use your About page to decide whether to trust you. Your job: explain who you are, what you do, and why it matters. Not a CV—a connection point.
Structure
Start with why
Open with why you do what you do and why it matters. People connect with purpose before credentials.
Example: “I build websites for small businesses because I know how hard it is to get a site that works without constant headaches.”
Explain what you do
In plain English. One or two sentences. Link to your services.
Example: “I design and build WordPress and Shopify websites that are fast, easy to manage, and built for performance.”
Origin story (optional)
Keep it relevant. How you got into your field, what shaped your approach, why you care about results. Skip childhood stories and irrelevant detail.
What makes you different
Your process, communication style, quality standards, experience. Be specific. Avoid generic agency speak.
Team (if applicable)
Names, roles, short bios. One good team photo helps.
CTA
One clear next step. “Get in touch”, “Book a call”, “View services”.
What to avoid
- Long timelines
- Irrelevant personal detail
- Corporate jargon
- Overselling
Tone
Match your brand. Clear, direct, confident. No forced warmth or enthusiasm.
Need help with content structure or strategy? Get in touch →