Writing Your About Page

The About page is one of the most visited pages on any website. It’s where potential clients go to find out who they’ll be working with. It’s also often the last page they visit before deciding to get in touch — or not. So it’s worth getting right.

Bio pic or not?

A friendly photo of yourself helps humanize your online presence. It’s not mandatory — no photo won’t hurt you — but a good one can make a real difference. Avoid the “me-and-my-camera” shot. A professional headshot or a candid image of you at work is best.

Keep it short and informative

Your About page isn’t the place for your life story. Focus on what matters to a potential client:

• What you do
• Who you do it for
• What makes you different
• Where you’re based

A few well-crafted sentences are worth more than paragraphs of filler. Respect your visitor’s time.

First or third person?

Both work. First person feels warmer and more personal. Third person can feel more professional, especially if you work with larger clients. Pick the one that feels natural and stick with it.

Avoid lyricism but stay friendly

Your About page should sound like you — not like a corporate brochure, and not like a diary entry. Write the way you’d talk to a prospective client over coffee. Professional, approachable, direct.

Client lists

If you include a client list, keep it short and spectacular. Five impressive names beat twenty mediocre ones. If you don’t have big names yet, focus on the quality of your work and the problems you solve rather than name-dropping.

What to leave out

• Awards nobody has heard of
• Every job you’ve ever had
• Generic mission statements
• Anything that doesn’t help a potential client decide to hire you

Your About page has one job: reassure the visitor that you’re the right person for their project. Everything on the page should serve that goal.