Introduction
Most About pages read like awkward first dates. A list of facts, a couple of polite accomplishments, and a vague attempt to be likable.
But the truth is: your About page isn’t really about you. It’s about the version of you that your audience needs to meet in order to trust your work, see themselves in your story, and take the next step.
When written well, your About page becomes a magnet—not a memoir. It draws the right people in and repels the wrong ones with grace. Here’s how to craft one that connects with soul and sells with subtlety.
What Your About Page Is Not
Let’s begin with what to leave behind:
- It’s not your autobiography
- It’s not a list of everything you’ve ever accomplished
- It’s not where you prove your worthiness through overexplanation
Your reader doesn’t need to know your entire career path. They need to know who you are to them—and why your presence matters in their journey.
The Real Purpose of an About Page
The About page is a trust-building portal. Its job is to answer one quiet but powerful question:
“Can I trust this person to understand me, guide me, or help me solve this?”
To do that, your About page should:
- Reveal your values and perspective
- Show your personality through tone and story
- Offer just enough background to demonstrate credibility
- Connect the dots between who you are and what they need
It’s not about spotlighting yourself. It’s about showing up in a way that makes your audience feel seen.
Structure That Resonates
A simple and effective structure to follow:
1. A Purposeful Opening
Start with a line that speaks to your reader’s experience, not your own. For example:
“You’ve outgrown templates that don’t feel like you. You’re ready for strategy that listens to your voice.”
2. A Relatable Story
Share a turning point or belief that led you here.
Make it emotional, not exhaustive. One small story with big meaning is better than a timeline.
3. A Clear Bridge
Link your story to your current work. How does your experience inform your offers? Why are you uniquely equipped to do this?
4. A Personal Glimpse
Add a humanizing detail or two—habits, rituals, quirks, obsessions. These are the hooks that make you memorable.
5. A Call to Connection
End with an invitation to explore, download, or reach out. It should feel like an open door, not a hard sell.
Tone, Voice, and Vulnerability
Your tone is what transforms content into connection. Let your voice reflect who you really are—without flattening it into corporate polish or overly quirky tropes.
Ask:
- Would I say this to someone I care about?
- Does this feel like something I’d write in a journal or whisper to a friend?
- Am I writing with the goal of connection, or performance?
Clarity and vulnerability are magnetic. Use both with intention.
Closing Thoughts
Your About page isn’t about you. It’s about the story of why you, told in a way that makes someone believe:
“Yes. This is the person I’ve been looking for.”
Don’t try to impress. Aim to express. That’s what turns browsers into believers—and believers into clients.
Call to Action
Ready to rework your About page into something beautifully strategic? Download the free Muse & Co. Voice Discovery Kit and begin writing from the place your story truly lives.
