How to Write an About Page: The Strategy Behind the Story
How to write an About page that converts — a strategic framework for brands and founders.
About pages are usually the second most visited page on a website, right after the Home page. Still, many people spend more time working on every other page and leave the About page as an afterthought.
Your About page can and should convey your origin story and passion while spotlighting the details that motivate people to reach out — and it doesn’t have to read like a resume or a personal journal entry.
Here’s where a lot of people get it wrong: an About page isn’t just about you. It’s about what your story means for the person reading it.
It’s storytelling and strategy.
That combination is what separates an About page that looks good from one that builds trust, establishes credibility, and motivates action.
In this article, you’ll learn:
What a strategic About page actually does (and the four questions it needs to answer)
The 9-question framework I use with every client
How to know if your About page needs a refresh
What a strategic About page actually does
Before writing your About page, it helps to know what this page is actually for. It’s not a bio or a highlight reel.
It’s a trust-building tool that answers four questions your target audience is likely already asking:
Can you solve my problem?
Have you done this before?
What will it feel like to work with you?
Why should I trust you?
The magic happens when your About page answers all four of these questions.
That’s where storytelling and strategy meet.
How to write an About page: 9 questions I start with
When I write About pages for clients, I don’t start with a blank page.
I start with a clear understanding of what they do, who they do it for, and why that matters. This means we work through a set of questions before I write a single word.
I’ve grouped them into three categories:
Clarity
(So readers immediately know if you’re for them)
Who are you?
What do you do?
Who do you do it for?
Credibility
(So readers trust that you can deliver)
What led you here?
What's your background or training?
What results have you helped create?
Connection
(So readers feel like they already know you)
What do you love about this work?
What values guide how you show up?
What do you want people to remember about you?
The step most About pages skip
Most About pages stop at storytelling.
What makes an About page strategic is translating that story into meaning for your audience.
If you’re not sure where your About page lands between story and strategy, try The Meaning Test.
I use these questions to make sure each section of the About page is doing the work.
Why does this matter to the reader?
What does this say about what it’s like to work together?
How does this build trust?
What decision does this help the reader make?
When your About page needs an update
Knowing how to write an About page is one thing — knowing when to rewrite it is another.
Your About page should tell the story of who you are, not who you were.
If you’ve evolved and your copy hasn’t, it will draw in a different audience than you might expect.
For example, as I outgrew offering SEO services, my website kept resonating with people who prioritized SEO over copy.
My About page was doing exactly what it was built to do, just for the wrong version of my business.
If any of these sound familiar, it’s time for an update:
Your site feels “fine” but not aligned
You’ve outgrown your positioning
Your About page still reads like it was written in year one, and you’re in year five
Should you write your own bio?
Plenty of people do, and do it well.
But if you don’t have time, or you feel too close to your own story to tell it in a strategy-focused way, that’s where working with a copywriter makes a difference.
If your About page feels outdated or disconnected from the brand you’re building, you can hand it over to me.
I write About pages that:
Build trust with the right people,
Clarify your positioning,
Reflect your growth, and
Support conversion — without feeling pushy.
Your About page has one job: make the right reader feel like they've found the right fit.
When it's built on clarity, credibility, and connection (and every section passes The Meaning Test) it moves from formality to conversion tool.
That's the difference between an About page that tells a story and one that makes a connection.
Contact me if you need support getting an About page that tells your story for your audience.
If you want to make sure your whole site is outreach-ready first, start with this website messaging checklist.
