About Me Page Tips: How to Write an About Page That Actually Converts

Your About page is one of the most visited pages on your website—and one of the most wasted.

Most About pages are either boring corporate speak ("Founded in 2015, we are committed to excellence...") or awkward life stories ("I was born in a small town in Ohio..."). Neither works.

Here's how to write an About page that actually does its job: builds trust and moves people to action.

Why Your About Page Matters More Than You Think

The data is clear:

About pages are the 2nd most visited page on most websites (after the homepage)
Visitors spend 50% more time on About pages than average pages
A strong About page increases conversions by up to 30%—because trust is a prerequisite for action

Yet most people treat their About page as an afterthought.

What Visitors Are Actually Looking For

People click "About" because they want to answer:

Can I trust this person/company?
Are they credible in their field?
Do I like them?
Can they help someone like me?

Notice what's NOT on that list: your life story, your company's founding date, or your mission statement.

The About Page Framework

Structure your About page like this:

Start with the visitor (their problem, not your story)
Establish credibility (why you're qualified to help)
Tell your story (brief, relevant, human)
Add personality (make yourself memorable)
End with action (clear next step)

Let's break down each section:

1. Start with the Visitor

Don't open with "I was born..." or "Our company was founded..."

Open with recognition of who they are and what they're dealing with.

Bad opening:

"Welcome to my About page! I'm Jane, and I'm so excited you're here. Let me tell you about my journey..."

Good opening:

"If you're here, you're probably struggling to get your marketing to work. You've tried the tactics. You've read the blogs. And you're still not seeing results. I get it—I spent 3 years in that exact spot."

This immediately tells visitors: "You're in the right place. I understand your problem."

2. Establish Credibility

Now that you've connected, show why you're qualified to help.

Credibility markers:

Years of experience
Notable clients or employers
Specific results you've achieved
Publications, awards, or recognition
Credentials or certifications
Number of people you've helped

Example:

"Over the past 10 years, I've helped 500+ companies figure out their marketing—from scrappy startups to Fortune 500s. My work has been featured in HubSpot, Harvard Business Review, and Inc. Magazine."

Stack multiple types of proof. One credential is good. A pattern of credibility is compelling.

3. Tell Your Story (Briefly)

Now you can share your background—but only the parts that matter to your visitor.

The story structure:

Where you started (relatable beginning)
The challenge you faced (creates connection)
How you overcame it (your expertise emerges)
Where you are now (current authority)

Example:

"I didn't start out as a marketing consultant. I was an engineer who got thrown into marketing at my first startup. We had no budget, no brand, and no idea what we were doing. Over 3 years of trial, error, and obsessive learning, I figured out what actually works. When that startup was acquired, I realized I wanted to help other companies skip the painful learning curve I went through."

4. Add Personality

This is what makes you memorable. Share something human:

Good personal details:

Hobbies or interests (especially unexpected ones)
Where you live
Fun facts about you
Personal beliefs or values
Self-deprecating humor

Examples:

"When I'm not helping clients with their marketing, you'll find me attempting to climb 14ers in Colorado (emphasis on 'attempting')."

"I live in Austin, where I'm slowly becoming a coffee snob and can recommend a great taco for any mood."

"Full disclosure: I've killed more houseplants than I can count, but I'm unreasonably good at keeping marketing campaigns alive."

5. End with Action

Every page should lead somewhere. What should they do next?

Clear CTAs:

"Ready to talk? Book a free call"
"Want to learn more? Read my latest posts"
"Looking to work together? See how I can help"
"Join 10,000 others getting my weekly email. Subscribe"

Don't leave visitors wondering what to do next.

About Page Examples by Type

For Consultants/Freelancers

Structure: Problem → Credibility → Story → Personality → CTA

I help B2B SaaS companies build content engines that actually drive revenue.

You know content marketing is important. You've probably tried blogging, maybe hired some writers, perhaps invested in SEO. But the traffic isn't converting and you're not sure if any of it is worth the effort.

That's exactly where I was 10 years ago.

As the first marketing hire at a Series A startup, I learned content marketing the hard way—through endless experimentation and a lot of failure. Eventually, I cracked it. We grew from 10K to 2M monthly visitors, and content became our primary revenue driver.

Since then, I've helped 50+ SaaS companies build their content strategies. Clients include HubSpot, Salesforce, and Intercom. My frameworks have been taught at Stanford and Harvard Business School.

When I'm not geeking out over content strategy, I'm usually hiking somewhere in the Sierra Nevadas or experimenting with fermented foods that concern my family.

Ready to make content work for you? Let's talk →

For Personal Brands/Creators

Structure: What I do → Who I am → Why I do it → Proof → Personality → Subscribe

I write about building a meaningful career without burning out in the process.

Hi, I'm Sarah.

I spent 10 years climbing the corporate ladder, hit the top, and realized I was miserable. So I quit, rebuilt my career on my own terms, and now help others do the same.

Every week, 50,000 people read my newsletter for ideas on career growth, productivity, and designing work that actually works for you.

My writing has appeared in Harvard Business Review, Fast Company, and The Atlantic. I've spoken at companies like Google, LinkedIn, and Stripe about building sustainable careers.

Some random facts: I've lived in 7 countries. I'm learning to play jazz piano (badly). And I'm convinced the secret to productivity is taking more naps, not fewer.

Get my weekly newsletter: Subscribe here →

For Small Businesses

Structure: What we do → Why we exist → Who we are → Why you should trust us → Shop/Contact

We make sustainable skincare that actually works.

Welcome to GreenLeaf.

We believe you shouldn't have to choose between effective skincare and clean ingredients. So we created products that deliver both.

Our story: Our founder, Jamie, spent 15 years as a cosmetic chemist at major skincare companies. She saw how many unnecessary—and sometimes harmful—ingredients went into products. In 2019, she left to prove that better was possible.

Today, GreenLeaf serves 100,000+ customers who've made the switch to clean skincare. Our products are:

Made with 100% natural ingredients

Never tested on animals

Handcrafted in small batches in Portland, Oregon

What people say: "Finally, skincare that works without the chemical overload." — Customer review

Shop our bestsellers →

For Companies/Startups

Structure: What we do → The problem we solve → Why we're different → Team (optional) → CTA

We're building the future of team collaboration.

WorkFlow is where teams come to get things done—without the meetings, email chains, and chaos.

The problem we saw: Modern teams are drowning in tools. The average employee switches between 10+ apps daily. Information lives everywhere and nowhere. Work happens despite your tools, not because of them.

Our approach: We built one place for everything your team needs: projects, docs, messages, and decisions. It sounds simple because it should be. Over 10,000 teams have switched to WorkFlow and report 30% fewer meetings and 2x faster decision-making.

The team: We're 50 people across 12 countries, brought together by a shared frustration with how hard collaboration tools make collaboration. We're backed by [notable investors] and have raised $25M to build the future of work.

Start for free →

Design and Layout Tips

Your About page design matters as much as the words.

Use a Professional Photo

People want to see who they're dealing with. Your photo should be:

Recent (within 2 years)
Professional but approachable
Good quality (not a cropped party photo)
Just you (no groups, no kids, no pets—unless that's your brand)

Break Up the Text

Nobody reads walls of text. Use:

Headers to organize sections
Short paragraphs (2-4 sentences)
Bullet points for lists
Pull quotes for emphasis
White space for breathing room

Include Social Proof

Weave credibility throughout:

Logos of companies you've worked with
Testimonial quotes
Media logos where you've been featured
Metrics that prove your impact

Make the CTA Obvious

Your call-to-action should be:

Visually distinct (button, not just a link)
Repeated at least twice on the page
Clear about what happens next

Common About Page Mistakes

1. Starting with Your Biography

Nobody cares about your origin story until they know why they should care about you. Start with the visitor.

2. Being Too Formal

"We endeavor to provide solutions that leverage synergies..." No. Write like a human.

3. No Photos

A faceless About page creates distance. Let people see who they're dealing with.

4. Missing the CTA

If visitors read your whole About page, they're interested. Tell them what to do next.

5. All About You

Ironically, the best About pages are really about your visitor. Frame everything through the lens of how you help them.

6. Outdated Information

If your bio mentions a job you left 3 years ago, it's time for an update. Review quarterly.

The About Page Checklist

Before publishing:

[ ] Opens with the visitor's problem/situation
[ ] Establishes credibility within the first few paragraphs
[ ] Includes a relevant (brief) personal story
[ ] Has at least one humanizing personal detail
[ ] Features a professional, recent photo
[ ] Includes clear call(s)-to-action
[ ] Breaks up text with headers and short paragraphs
[ ] Updated within the last 6 months

Generate Your About Page Bio

Need a starting point for your About page? Generate a professional bio with SwiftBio, then expand it using this framework to create a page that actually converts.