Why Your About Page Matters (and How to Actually Make it Good)
Everyone invests their time in their homepage and services page. But your About Page is actually so important.
If there’s one page that most entrepreneurs dread writing more than any other, it's the About page.
And here’s the funny thing—it’s usually the second-most visited page on your entire website (after your homepage; which is kind of cheating because this is where your URL takes them). No pressure, right?
But here’s the issue: most entrepreneurs either toss up a few awkward sentences and call it a day, or they write something that reads like a dull resume or (worse) a bad dating profile. I’ve been to some websites that don’t have an About Page at all!
Your About page matters. A lot.
Here’s why:
When someone visits your About page, it’s because they’re trying to figure out whether you’re the right fit. They’ve seen your services, your products, or your fancy Instagram feed, but they’re not sold yet (this is completely normal, by the way). They need something more. They need to know if you’re their kind of person. They want to know if they can trust you.
Because here’s the thing… We would like to think our services stand out, but they often don’t. Sure, if you’re a coach and can create a unique coaching product, then they might stand out. But for service-based businesses, such as graphic designers, copywriters, web designers, etc., your services aren’t going to stand out. It’s you and your unique take that makes all the difference.
Your About page isn’t just about you. It’s also about your reader.
So, what’s the deal? When someone clicks that “About” link, they’re secretly asking these questions:
Who are you, really?
Can I trust you with my time and money?
Are you someone who really “gets” me?
If you don’t clearly and genuinely answer these questions, your reader might end up confused, bored or more skeptical than when they first got to your site. Worst of all, they might click away from your website, forget you exist and never return. (Harsh, I know, but true.) Think about it. If you’re a graphic designer, do you know how many graphic designers there are in the world? There’s always a place for you, but if you don’t feel right to someone, then they’ll simply move on and check out the next person.
When your About page clearly answers these questions in your authentic voice, something magic happens: people feel connected to you. They see you as a real human, not just another faceless entrepreneur trying to sell something. That’s why, only having a homepage and a services page is not the play.
That human connection is what makes them feel confident and comfortable buying from you.
Your About page is the handshake, the welcoming smile, the “Hey, I get it—I’m just like you!” It helps your readers decide to stick around and ultimately become your clients, customers or loyal fans.
They do want to learn more about you, but they want to know more than just your credentials. They’re looking to see if they fit in with what you do and who you are. They want to know if your values and mission align; they want to know that you understand what they’re going through and can help them. Your About Page is the way you form a connection with your people without having a direct conversation with them.
Clearly, this page is important!
So, how do you make your About page actually good?
It starts with being clear.
Ask yourself one simple question:
“When someone finishes reading my About page, how do I want them to feel?”
Inspired? Understood? Relieved?
Keep your content focused on that feeling. Sure, you can mention your credentials, but your readers probably don’t care about your certifications as much as you think they do. (Sorry.) They care about results, transformation and whether they can trust you.
This isn’t to say, don’t include your credentials on your website. This is still a good way to stand out, and if you can find a way to naturally weave them into a story and bring it back to them, they can be helpful.
So, trim out the boring resume-style list of every job you’ve had since college. Take your story and pare it down to the parts that matter to solving your potential customers' problem. Be human. Keep it clear. Keep it concise.
Here’s the key:
Your About page should highlight your story and your values, but through the lens of what your reader cares about.
Explain clearly how your background helps them.
Be real about why you started your business.
Keep bringing it back to your readers and how you help them get from where they are to where they want to go.
And it doesn’t need to be super long, just effective.
I have a friend who’s a brilliant copywriter. She and I read a lot together (fantasy novels mostly, but that’s beside the point). Her biggest critique of most business copy is that it’s way too long. Honestly, she’s right. How many people are actually sitting around and reading every word on every page of someone’s website, or the entire sales page? Let me tell you… It’s not many.
Your About page doesn’t need your entire life story. It just needs a clear, honest snapshot that makes your readers feel confident about choosing you. It’s less about convincing them to buy from you and more about them feeling empowered to choose you. You want your customers to make the choice. Not because you demanded it, or spent so much time “busting their objections,” but because they felt safe and comfortable with you.
Bottom line: your About page matters because it builds trust, connection and credibility in a way that no other page can. It’s your chance to clearly communicate what you’re all about (pun partially intended) and how you genuinely help people.
If you nail it, your reader might just stick around, click that "work with me" button, and become your next favourite client.
Looking for a formula for writing a kick-butt About Page?
Stay tuned for next week’s blog on how to write a high-converting About Page that still feels authentic!
You’ll learn:
✔️ What a high-converting About Page really does
✔️ A section-by-section breakdown
✔️ Prompts for inspiring your writing
✔️How to keep it not salesy
Want to hear when it publishes? Get on my email list to have it delivered right to your door!
