How to Write a Genuine About Page for Your Business
Last Updated: July 2026
Writing an About page that sounds genuine comes down to one thing: writing like you're welcoming someone into your home, not pitching them in a boardroom. The most effective About pages introduce you warmly, speak directly to your ideal client's needs, share a piece of your real story, and end with a clear direction for what to do next. If yours currently sounds stiff, sales-y, or like it could belong to anyone in your industry, these eight tips will help you fix that.
I encourage you to think of your About page as the comfortable living room of your website. It’s a friendly place to welcome online visitors to your business.
These people aren’t just any visitors, though; they’re your potential customers. You have an opportunity to welcome them warmly and graciously, and you’ll want to make them feel comfortable.
How would you greet a welcomed visitor to your home?
What would you say?
What would you offer them?
As you read the rest of the post, I invite you to envision yourself welcoming your ideal customer to your house, and consider how you would engage with them. Consider this simple visualization as you read the following tips and suggestions of how to draft your About page.
How Should You Open Your About Page?
Tip 1 | Offer a warm welcome
Start by greeting your visitor. It sounds obvious, but so many websites neglect to include a greeting, which usually results in their business coming across as generic, and the language transactional or sterile. This is your opening statement. Make sure it’s welcoming and that draws in your visitor. It can be clean and simple or fun and quirky. The important thing is to make sure it sounds genuine.
How Personal Should Your About Page Actually Be?
Tip 2 | Introduce yourself and let your personality shine.
Don’t be afraid to be personal. You’ve probably heard that “people like to buy from people” and they like to buy from people they like. They want to know that investment is worth their while, and if you can make them feel comfortable, heard, and understood the chances of them purchasing your product or hiring you for your service greatly increases.
Who Are You Actually Writing Your About Page For?
Tip 3 | Know your audience
How can you really draw in your visitor without having a better idea of who they are and what they need? To do this effectively, think about what your customer is seeking. Consider your ideal customer.
Who are they?
How do they spend their day?
What is their greatest challenge?
What sparks joy for them?
What problem or issue do they need to be solved?
Want to dive deeper? Here are 10 Questions to Consider When Identifying Your Ideal Audience.
How Do You Build Trust on Your About Page?
Tip 4 | Establish a connection with your reader
Once you have identified who you’re addressing, you can think about how you want to connect with them.
What do you think is important for them to know about you?
How can you engage them?
What questions does your visitor have?
How can you answer their questions and address their concerns?
By doing this you can build trust, establish a rapport, and make your customer feel heard and understood. Simply put: you have them in a place that feels comfortable.
Should You Share a Bio or a Story on Your About Page?
Tip 5 | Balance credentials with more of your story
Your About page is another opportunity to share more about what makes you unique. Consider adding a personal anecdote. Share a story of how you got to where you are.
Were you in a grueling corporate job that left you feeling numb and exhausted?
Were you traveling overseas and inspired by the craftsmanship of Indian artisans?
Did your grandmother’s cooking inspire you to start a cafe?
Did witnessing a friend’s health challenge motivate you to work in the wellness field?
Spend some time reflecting on how it is you got to where you are, and then share some of that on your About page.
For instance, our client, Deanna, who owns Aligned Counseling, a virtual therapy practice, shares her journey to becoming a therapist while also noting her credentials and professional organizations.
By including more of your story and your journey or inspiration, you show your reader that you are passionate about your business, you may have shared values with your customer, and, most importantly, that you’re a real person. Your visitor then becomes more invested in your story and interested in your brand.
How Do You Avoid Sounding Pushy or Fake?
Tip 6 | Write like you speak, and just be yourself
Clients often ask me, “How do I write about my work without sounding sales-y and fake?”
One way to avoid sounding like a used car dealer is to just be yourself.
Talk to your reader as if you’ve just met them at a friend’s dinner party and you’ve started to naturally hit it off. Use language and terms you frequently use.
How do you describe your work, product, or services to your best friend?
Do you use a specific word or phrase a lot in conversation?
Do you say ciao or cheers when waving goodbye?
Write like you speak (while, of course, checking grammar) and you’ll instantly sound more like you and less like a car dealer.
How Should You End Your About Page?
Tip 7 | Give them a direction
Wrap up your About page with a clearly defined directive. If you had a visitor to your home you wouldn’t just offer them a glass of water and then leave them in the living room, would you? The same principle applies to a visitor to your website. What’s the call to action? Tell them what to do--- Shop Now, Sign-Up for a Free Consultation, Download the Ebook, Get a Coupon Code. Don’t leave your visitor hanging. Pat them on the back and show them around your house, or send them on their merry way.
Does Your About Page Affect Your SEO?
Tip 8 | Establish your expertise and build trust
Lastly, more than most people realize, Google's E-E-A-T framework — which stands for Experience, Expertise, Authoritativeness, and Trustworthiness — rewards websites that clearly demonstrate who is behind the content and why they're qualified to be there.
Your About page is one of the primary places Google (and AI tools like LLMs) looks for those signals. That means your credentials, your story, your specializations, and even your photo all carry SEO weight. They also carry emotional resonance and help establish a connection with your reader before they even reach out.
If sharing your years of experience, credentials, or certifications feels to braggy, share your story and simply add a ‘professional bio’ or ‘credentials’ section further down the page. Giving that “human” vs “professional” balance goes a long way!
Not Sure Where to Start? Answer These Questions First
If you’re feeling tongue-tied, and short on ideas of how to craft your about page, try reflecting on these questions before you begin writing:
What do I really want to get across to my customer?
Why am I saying what I’m saying?
What is the point of my message?
Why is this important to me?
Why is this important to my customer?
How would I describe my work I do to a friend?
What kinds of experiences (challenging, rewarding, inspiring) have lead me to do this work, providing these services, or creating this product?
What keeps me motivated to do the work I do?
What do I want my customer to do once they’re done reading this page?
How do I want my customer to feel after reading this page?
Your About page doesn't have to be perfect, it just has to be real.
Your ideal client, customer, or audience member isn't looking for the most polished bio they've ever read. They're looking for someone they can trust, someone who gets them, and someone they actually want to work with.
Write it like that person is already reading, because soon… they will be!
Looking for a website template that already has the About page strategy built in?
