How to Write a Great About Page for Your Website – with examples

2 July 2023

Opening up a blank page to start writing about yourself for your About page on your website can feel daunting and overwhelming. 

And if you feel this way about your About page, I can promise you that you’re absolutely not alone. 

During my Rock That Website course, this is the page that most people go around in circles with the most. 

Learning to write your website’s “About Me” page is definitely not something that comes easily to most of us. 

But it’s really important becasue your “About Me” page is one of the most visited pages on your website.


Because once you’ve piqued people’s curiosity around your services, they’ll often want to explore the person behind the brand a little more.

With this in mind, let’s have a look at some of the things you should consider so that you can write your client-winning page. So you don’t have to feel like you’re starting with a blank page again.

I’m about to walk you through some of the essential elements, tips, and best practices to help you create an About page that engages your audience and effectively communicates your brand’s story.

Whether you’re a startup, an established business, or an individual, crafting an About page can feel challenging. Striking the perfect balance between friendliness and professionalism is crucial for establishing trust and forging meaningful connections with your visitors.

Understanding the Purpose of Your About Page

The About page serves as a virtual introduction, giving visitors a glimpse into who you are, what your brand represents, and why they should care.

When writing  “About Me” pages a lot of coaches using end up writing their entire life history.

And honestly, that isn’t particularly interesting for anyone other than their Mum. 

What we really want is a snapshot of the chapter of your life that led you to your unique brilliance to help people solve the problems that they have. 

What it needs to do

So, how do you get started with writing a compelling client-winning “About Me” page that ensures people pay attention to your message? 

It needs to answer these three questions: 

  • What results can you help me get?
  • Why are you qualified, and where’s the proof? 
  • Are we a good fit personality-wise?

Write in a tone that fits with who you are. If, for example, you are a friendly, easy-going person, write in a friendly, easy-going tone. 

If you’re sassy and cheeky, bring that into your content. 

You’re aiming for CONNECTION throughout your entire website because that’s what is going to drive conversions on your site. 

And your About page is the ideal place to foster a strong sense of connection. 

It’s where people get a chance to see the real you, the person behind the business.

Keep in mind that our brains are wired to skim-read. Avoid walls of text that no one wants to read. 

Captivating Your Audience with a Compelling Story 

People are naturally drawn to stories, so your About page should be more than just a dry summary of facts. 

Share your coaching journey, highlight the challenges you’ve overcome, and emphasise your unique selling points. 

Write a narrative that resonates with your ideal audience, showcasing the value you could potentially bring to their lives.

Showcasing Your Expertise and Credibility

Demonstrate your authority and expertise in your field through testimonials, awards, certifications, or notable achievements. Incorporate relevant statistics or data to back up your claims and instill confidence in your visitors. Use a friendly yet professional tone to convey your knowledge and experience.

Communicating Your Values and Mission

Clearly state your brand’s values, mission, and vision. Explain how these shape your business practices and underscore the benefits your audience can expect from engaging with your brand. Authenticity and transparency are key here, so be sincere and genuine in conveying your beliefs.

Engaging Visuals and Design

Enhance the appeal of your About page with visually engaging elements. Include high-quality photos, videos, or infographics that showcase your team, workspace, or the process behind your products or services. A visually pleasing design, consistent with your brand’s aesthetics, helps create a memorable experience for visitors.

Adding a Personal Touch

Make your About page relatable by introducing yourself. Share your unique stories, expertise, and roles within the organization. This personal touch fosters trust and helps visitors connect with your business on a more human level.

Call-to-Action and Next Steps

Guide visitors towards taking the desired action after reading your About page. It might be subscribing to a newsletter, booking a call, or contacting you for more information; including clear and compelling calls-to-action (CTAs) encourage visitors to take the next step in their journey with you.

Examples of Great About Me Pages: 

Cortney McDermott (https://www.cortneymcdermott.com/cortney-mcdermott-2/) This about me page has a clean feel to it, pictures that are professional but friendly. The handwritten font for her headers draws the reader to the important parts of the page. 

Its simplicity puts you at ease, and that’s often what people are searching for in a business coach. 

Melissa Ambrosini (https://melissaambrosini.com/about) The immediate feeling you get from this about me page is her personality and voice. 

The copy is compelling drawing you in to read more a truly inspirational read. 

In Conclusion

By implementing the tips outlined here, you can create an About page that captures the essence of you and establishes a strong connection with your audience. 

Remember to continually review and update your About page to reflect any changes in your brand’s story or offerings.

Your About page is an ever-evolving tool that can help you build credibility, foster relationships, and ultimately, convert visitors into loyal customers or followers.

Vicky Etherington

Vicky Etherington has been running her own online marketing agency since 2003, and in 2015 transitioned to working with coaches and therapists to teach them how to create their own client-attracting websites. 

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Posted in: Website tips

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