How To Write an About Page That Gets Results

Lucinda Brassey
Apr 24
3 min read

There are two common mistakes I see on About Me pages:

It’s too much like a CV
It seems to be an afterthought

So, let’s get this sorted! Yes, your ‘About Me’ page is about you – but it’s a lot more about your customer. And yes, people do read about pages, so you should treat them with the same attention you do with your other site pages.

Why your customers need to be seen in your about page

The main thing with any potential customer is that they want to feel understood. Your about page is the perfect place to build that empathy and understanding with them. Yes, of course still talk about yourself – but focus on the parts of your story they’ll connect with the most.

Remember, this isn’t a CV – your customers aren’t going to care about what qualification you got in 2002. They care about feeling connected and being able to trust you.

What to lead with instead

Your about page needs to make your customer feel like, “Yep, this person really gets me”.

So, what should you focus on to get them there?

Focus on their struggles and desires
Show them you’ve been there too
Explain how you overcame that struggle, and how you can help them do the same
Show your values – give them a glimpse of what it would be like to work with you.

This is where you can start to build a real connection.

You can still talk about you – just make it about them

This is where the good old storytelling comes in. . .

It doesn’t have to be the full saga – you don’t want your about page to be too long – but this is where you can set the scene and take them on a little journey.

Here is a basic structure to help you out:

How it began: “5 years ago I was. . .”

This is where you tell them about your low point, or your struggle that inspired you to start the business. Use your emotion here – tell them how you were feeling

💡 Hint: This should relate to how they’re feeling right now

The turning point: “And then, I realised why it wasn’t working. . .”

What was your realisation or lightbulb moment? How did you start to see things differently?

💡 Hint: this is where you start to show them what could be possible

The outcome: "I started to feel. . ."

What happened when you started to see or do things differently? What did you learn? How did it improve your life?

💡 Hint: remember this needs to be something they can relate to – it’s the story they’re going to identify with. The outcome should match their desired outcome.

Now: "And this is why I help. . ."

This is where you tell them why you’re providing your service and why you’re the best person to help them. It’s here you can add in more about your core values and give them more insight into how you work with your clients.

💡Hint: don’t leave them hanging! As with every other page on your website, make sure you end with a clear CTA.

You’re the guide, not the hero

Remember, you’re just the guide in your customer’s story – so keep that in mind when you’re writing your about page. For every “I” there should be at least three more “Yous” in there – yes, they care about what you’ve got to say, but they need to know why it’s relevant to them.

So, even when you’re building your story – make sure you have your client at the fore. You’ll need a really clear idea of who they are, so if you haven’t got one already, I recommend building a client avatar.

If you’re stuck, you can use my free Brand Voice Guide template which covers everything you should need.