The About Page Formula: How to Write About Yourself Without Feeling Awkward

Oct 1

If writing your About page makes you want to crawl under your desk and hide away from the world, you're not alone. It's one of those tasks that every business owner knows they need to do, but somehow always ends up at the bottom of the to-do list.

And here's the thing: Your About page matters more than you think.

It's consistently one of the most visited pages on business websites, often ranking second only to the homepage. (Check out this HubSpot article!) When someone lands on your site, they often check your About page to figure out who you are and whether they want to work with you. For service-based businesses especially, this is where people decide if you're the right fit.

But how do you write about yourself without sounding like every other business owner out there? How do you share enough to build a connection without oversharing? And how do you do it without feeling like you're bragging or being awkward?

So many questions. So let's break it down.

Why Your About Page Actually Matters (And Why People Care)

Before we get into the how, let's talk about the why.

Your About page is not just a formality. It's one of your hardest-working pages. People visit it because they want to know who's behind the business. They want to see if you're someone they can trust, relate to, and ultimately hire or buy from.

And there’s actually some pretty cool psychology behind it! When you share relevant parts of your story, you become relatable. People are more likely to trust someone who feels real and human, not like a faceless corporation. By weaving your experience and results into your story naturally, you establish credibility without it feeling forced or braggy.

For service providers, this is especially important. You're not just selling a product someone can add to their cart. You're selling yourself, your expertise, and your approach. Your About page is where you get to show up as a real person, not just a business entity.

When you're considering working with someone, do you check out their About page? Or at least get to know them through social media? The overarching theme here is that you're looking for clues about their personality, their values, their experience. You're asking yourself, "Do I like this person? Do I trust them?"

Your potential clients are doing the same thing.

And when you're clear about who you are, how you work, and what you believe, something magical happens: the right people feel drawn to you and the wrong people move on. This is actually a good thing. You don't want to work with everyone – you just want to work with people who get you.

The Biggest Mistakes People Make on Their About Pages

Ok, so let's start with what NOT to do, because sometimes it's easier to spot what's wrong than to figure out what's right.

1. Using generic, corporate language that sounds like everyone else

"We are a team of passionate professionals dedicated to providing exceptional service..."

If this sounds like your About page, it's time for a refresh. No one talks like this in real life, and it doesn't tell me anything about who you actually are. Here’s something I always have my clients do: Read your About page out loud. If it doesn't sound like something you'd actually say to a friend or a client, it needs work.

2. Making it all about you (in the wrong way)

While you should include information about you, it shouldn't read like a resume. Your potential clients don't need your entire life story or a list of every job you've ever had. They need to know how your experience helps them.

3. Not including enough personality

This is your chance to let people see who you are. If your About page is just facts and credentials with no warmth or personality, you're missing a perfect opportunity to connect.

4. Sharing too much backstory (or not enough context)

Yes, there's a balance here! Some people write a novel about their childhood and every twist and turn that led them to this moment. Others give you three sentences that tell you nothing. The sweet spot is sharing relevant backstory that helps people understand your approach and what makes you different.

5. Forgetting to tell people what to do next

This is a big miss that I’ve noticed on About pages! It shouldn’t be a dead end. Once someone reads it and thinks "okay, I like this person," what should they do? Book a call? Check out your services? Sign up for your email list? Tell them!

What Makes an About Page Actually Work

The best About pages do a few things really well:

They feel like a real person wrote them
They connect your story to how you help your clients
They build trust without trying too hard
They give you a clear picture of who this person is and how they work
They make you want to take the next step

Your About page is where you get to be human. It's where you share the parts of your story that shaped how you work, what you believe, and why you do what you do.

The About Page Formula
(That Doesn't Feel Like a Formula)

Here's a simple framework you can use to write your About page in a way that feels authentic. Think of this as a loose structure, not a rigid template. You can move things around, combine sections, or emphasize different parts based on what feels right for your business!

Start with who you help and what you do

Don't hide, be bold upfront! Within the first couple of sentences, tell people what you do and who you serve. This immediately lets them know if they're in the right place.

Think of this as your opening line at a networking event. You wouldn't launch into your life story before telling someone what you do, right?

Example: "I'm a film-inspired wedding photographer serving couples in the Pacific Northwest who want timeless, authentic photos that capture the in-between moments as much as the big ones.”

Share the relevant backstory

This is where you bring in your story, but keep it focused on what matters to your ideal client. Why did you start this business? What experiences shaped your approach? What do you understand about your clients' struggles because of your own journey?

The key word here is relevant. If you used to work in retail and it taught you about customer service, that's worth mentioning. If you had a side hustle that flopped before you figured out what worked, that might resonate with your audience. But your entire work history? Probably not necessary.

Ask yourself: does this part of my story help my ideal client understand why I'm the right person to help them? If yes, include it. If not, cut it.

Connect your experience to your philosophy

This is where you explain what you believe and how you work. What makes your approach different? What do you prioritize? What do you think most people get wrong in your industry?

This is your chance to show your personality and perspective. It's also where you start to attract the right clients and repel the wrong ones. When someone reads this section and thinks "yes, this is exactly how I want to work with someone," you've done your job.

Example: "I don't believe in cookie-cutter marketing strategies. What works for one business might completely tank for another. That's why I focus on building custom strategies based on your specific industry, audience, and goals."

Show your credibility (without bragging)

This is where credentials, experience, and results come in. But you don't need to list every certification or client you've ever had. Pick the things that matter most to your ideal client.

What builds trust for your specific audience? Consider including:

Years of experience in your field
Notable results you've achieved (with numbers when possible)
Industries or types of clients you've worked with
Any relevant training or expertise that sets you apart

Keep it concise and focused on what actually matters to the person reading.

Describe what it's like to work with you

This is a section a lot of people skip, but it shouldn't be overlooked. Help people visualize what working with you actually looks like. Are you hands-on or do you give people space? Do you have a structured process or do you customize everything? Are you all business or do you like to keep things casual?

This helps people determine if your working style matches what they're looking for.

End with a clear next step

Don't leave people hanging. Tell them what to do next. This could be:

Book a discovery call
Check out your services page
Download a free resource
Sign up for your email list
Reach out via your contact page

Whatever makes sense for your business, make it clear and easy. Guide them to the logical next step in working with you.

How This Looks in Different Industries

The formula stays the same, but the emphasis shifts depending on what matters most to your audience.

Service Providers (Coaches, Consultants, Designers, Photographers)

Focus on your approach and what it's like to work with you. Your clients are hiring you as much for your personality and process as they are for your skills. They want to know: will I enjoy working with this person? Do they understand my industry? What can I expect?

Woman sitting on the couch with laptop, phone and notebook

Share client results when you can, but don't just list numbers. Tell the story behind the transformation. Help people see themselves in your past clients' shoes.

Product-Based Businesses (Handmade Goods, Online Stores, Physical Products)

Tell the story behind your products. Why did you create them? What problem do they solve? What makes your approach, ingredients, or process different?

People love supporting businesses with a good story, especially when they're choosing between you and a mass-produced alternative. Your About page is where you make that emotional connection that turns a browser into a buyer.

Creative Professionals (Writers, Artists, Makers, Content Creators)

Lean into your creative process and what inspires your work. People who buy from creatives want to understand the person behind the art. They're not just buying the thing, they're buying into you and your vision.

Share what influences your work, how your style has evolved, and what drives you creatively. This is your chance to connect with people who appreciate your unique perspective.

A Few Final Tips

Write like you talk. If you wouldn't say it out loud to a potential client, don't put it on your About page. Read it out loud while you're writing! It'll help you catch the corporate jargon and overly formal language.

Update it regularly. Your About page isn't set in stone. As your business evolves, your About page should too. Set a reminder to review it every six months and make sure it still reflects who you are and what you offer.

Get a second opinion. Sometimes we're too close to our own stories to know what resonates. Ask a friend, colleague, or even a current client to read your About page and tell you what stands out to them.

Don't wait for it to be perfect. An imperfect About page that actually exists is better than a perfect one that never gets published. Get something up, and you can always refine it later.