Updated May 2026 - First published 2021
I got an email recently that stopped me in my tracks.
It was from a marketer I follow, and the gist of it was this: go and check your analytics. Chances are, your About page is one of your most visited pages. Then go and ask an AI tool about your business and notice how many times it references your About page.
So I did both. And then I went and looked at my own About page properly, maybe for the first time in a while. And honestly? It wasn't great.
It said all the right things in theory. It had my story, my background, and a couple of testimonials. But it read like a CV. It was full of 'I'm passionate about...' and 'I offer...' and 'I have experience in...' It was all about me, when it should have been about the person reading it.
So I rewrote it from scratch. And in doing that, I remembered I'd written a blog post about About pages back in 2021. Which also needed a proper update. So here we are, updating the blog.
Why your About page matters more than you think
When was the last time you visited someone's website and clicked on their About page? I'm willing to bet it wasn't that long ago.
In fact, the About page is often one of the most visited pages on a website. People want to know who they're dealing with before they pick up the phone, send an enquiry, or hand over their money.
They want to know there's a real person behind the business.
And these days, it's not just people reading your About page.
Tools like ChatGPT, Claude, Perplexity, and Google's AI search results are increasingly using information from About pages to understand who you are, what you do, and whether you're a trustworthy source.
If your About page is thin, vague, or full of generic business jargon, you're making it harder for both potential customers and AI tools to understand what makes you different.
The good news? Most About pages don't need a complete rewrite.
They just need one important shift.
And it's a mistake I see small business owners make all the time...
The mistake almost every About page makes
Too much I, I, I.
'I have 10 years of experience.' 'I am passionate about helping you.' 'I offer a wide range of services.'
I see this on almost every website I review. And I completely understand why it happens. You're writing about yourself, so of course you write in the first person. It feels natural.
But here's the thing. Your visitors don't arrive on your About page thinking about you. They arrive thinking about themselves. Their problem. Their frustration. Whether you're the person who finally gets it.
The moment your About page starts speaking to what they're going through rather than listing your credentials, something shifts. They stop scrolling and start reading. They think 'yes, this person gets me.'
That's the difference between an About page that connects and one that just exists.
Your About page is a filter, not a pitch
This is the reframe that changed how I thought about my own page.
When someone lands on your About page, they're really asking one question: can I see myself working with this person?
They're not there to be impressed by your qualifications. They're there to decide whether you understand them. Whether your values match theirs. Whether working with you sounds like a relief or just another headache.
I know you're afraid that being too specific will cost you work. That if you say 'I work best with small business owners who are a few years in and know their stuff but struggle to show it online', you'll put people off.
Whilst in reality, the opposite is true. The more specific you are, the more the right people feel like you're speaking directly to them. And if your About page could have been written for any business in your industry, it's not going to convince anyone that you're the right choice for them specifically.
And that includes gently telling some people they're not a great fit, as well as convincing others they are exactly the perfect fit to work together.
So what should your About page actually include?
Here's what I'd focus on, in roughly this order...
1. Start with them, not you
Your opening line should speak to the person reading it, not introduce yourself. Save the 'Hi, I'm Sarah' for a little further down. Start with something that makes your ideal client think 'yes, that's me.'
Something like: 'You've been in business long enough to know exactly what you're good at. But your website still isn't reflecting that, and it's starting to bother you.'
Contrary to what the title suggests, your "About Me" page should focus on your audience rather than just you.
2. Be specific about who you work best with
You don't need to list every type of client you've ever worked with. But something that helps the right person say 'omg, she's talking about me' makes a huge difference.
Think about the clients you love working with and write for them.
3. Share your point of view
What do you believe about your work that not everyone in your industry agrees with? What do you refuse to do? What do you always insist on? This is where your About page stops being generic and starts being yours.
For me, it's this: a website that talks about you rather than your client's problems is a website that isn't working hard enough. That's my hill, and I'll happily stand on it.
4. Tell the story behind the business
People connect with people, so don't be afraid to share a little of the story behind your business.
What made you start? Was there a problem you wanted to solve, an experience that shaped your journey, or a moment that inspired you to help others?
You don't need to share your entire life story, just enough to help people understand why you do what you do and why you're passionate about it.
Real stories build trust and help potential clients see that you understand their challenges and have the experience to help.
5. Add some personality
People buy from people. A few lines about who you actually are outside of work, your dog, your questionable taste in snacks, and the fact that you answer your emails go a long way.
The right clients will love it. The wrong ones might not, and that's fine.
That's the filter working.
Teddy the Tibetan Terrier - my office side kick!
6. Include real photos
Not stock photos. Not an avatar. A real photo of you, ideally doing something rather than just posing.
Your phone camera is absolutely good enough. Authentic beats polished every time on an About page.
You wouldn't believe the number of websites I review where the About pages don't include photos of the owners.
And I know you don't like having your photo taken, but people buy from people, so why wouldn't you include one?
Remember, your website is a working part of your marketing hub that needs to be updated regularly, so you can always change it out if you change your hair or change your look.
7. Use language your clients actually use
Write the way you talk. Read it back out loud. If it doesn't sound like you, rewrite it until it does. Write as you speak to let your personality shine through.
Jargon and corporate language create distance. Whereas plain, warm, direct language creates connection.
8. Give them a clear next step
If someone has spent three minutes reading your About page, they're genuinely interested. Don't make them hunt for what to do next.
One clear CTA, whether that's booking a call, reading a specific blog post, or getting in touch, is all you need.
Want to see what this looks like in practice?
I've just finished refreshing my own About page using everything above.
You're welcome to take a look and pinch anything that's useful.
A final thought
There may be lots of web designers, coaches, photographers, therapists, or businesses offering something similar to you, but nobody does it quite the way you do.
Your experience, personality, values and the way you work with your clients are what make you, you.
Your About page is your opportunity to help the right people get to know you, understand what you stand for and think, “Yes, she gets me. I think she could help.”
And if your About page doesn't do that yet, perhaps it's time to give it a little attention.
