How to Write an About Page That Doesn't Make You Want to Hide Under Your Desk

For heart-led service providers who'd rather do literally anything else than talk about themselves

Let's be honest. You built your entire website in a long weekend fueled by iced coffee and determination — and then you got to the About page and just... stopped.

Maybe you typed three sentences, hated them, deleted them, and wrote "coming soon" as a placeholder. Maybe you copied the bio from your LinkedIn that you wrote in 2019. Maybe you just posted a photo of yourself and your credentials hoping vibes would carry you.

No judgment here. Writing about yourself is genuinely hard, especially when you care deeply about the people you serve and you'd much rather talk about them.

But here's the thing: your About page is often the second most visited page on your website. People are going there on purpose, which means they're already a little interested in you. That page is doing a lot of heavy lifting — and it deserves more than a reluctant paragraph and a headshot.

Let's fix that.

Read: Why Your Website Isn’t Converting Visitors Into Clients

Why Your About Page Isn't Really About You

This is the mindset shift that changes everything: your About page is actually for your reader.

Yes, it has your name on it. Yes, it features your face. But the real question your visitor is asking when they click over there is: "Is this person the right fit for me?"

They're not looking for your full origin story. They're looking for signs that you get them - that you understand their world, their struggles, their hopes. You are the vehicle. They are the destination.

So instead of leading with your credentials or your childhood dream of starting a business, start with them. Reflect their experience back to them. Make them feel seen before you've even introduced yourself.

That one shift will make your About page feel completely different.

The Structure That Actually Works

You don't need to reinvent the wheel here. Here's a simple, proven structure that feels human and converts without being manipulative or salesy:

1. Open with an empathy statement (not your name)

Your very first line should make your ideal client feel understood. Think about the moment they land on your page — what are they feeling? What brought them there?

Instead of: "Hi, I'm Deborah! I’m a therapist with X amount of years experience"

Try: "You've been just surviving, trying to get through today, and you’re exhausted from living with the constant anxiety…"

See the difference? One of those makes someone scroll. The other makes them feel something.

2. Introduce yourself with context, not just credentials

Once you've connected with their experience, bring yourself into the picture — but frame it around why you do what you do, not just what you've done.

Your credentials matter. Your certifications matter. But why you care matters more to the heart-led client who's trying to decide whether to trust you.

Share what led you to this work. What problem did you personally experience, witness, or become obsessed with solving? That's your "why" — and it's magnetic.

3. Speak to your values

Heart-led clients are choosing you, not just your service. They want to know what you stand for, how you operate, what they can expect from working with you.

This doesn't need to be a manifesto. A few clear, honest sentences about your approach and your values will do the work beautifully. Bonus points if it sounds like you actually say these things out loud and not like a corporate mission statement.

4. Add a few personal touches (selectively)

A little personality goes a long way. You don't need to share your whole life story, but a small, genuine detail - your love of oat milk lattes, the fact that you take all your best calls while walking, your rescue dog who "helps" with client meetings - makes you feel like a real person.

Pick one or two things that feel authentic, not performative. Real = relatable.

5. Close with a clear next step

This is where so many About pages just... trail off. End yours with an invitation. Where should someone go next? What should they do if they feel like you might be their person?

Give them a direction. A warm, clear call to action - whether that's booking a discovery call, exploring your services, or grabbing your freebie - keeps them moving instead of bouncing.

Read: Homepage Copy Mistakes Therapists Make

What to Leave Out

Since we're here to make this easier, not harder, let's also talk about what you can safely cut:

Your full resume. A brief mention of your background is great. A chronological list of every job you've had since 2008? Less so.

Jargon and industry-speak. Write the way you actually talk. If you wouldn't say it at a coffee meeting, don't put it on your About page.

Overly humble disclaimers. "I'm just a..." or "I'm still learning, but..." - stop. You're allowed to own your expertise. Your reader needs you to.

Every award, certification, and course you've ever taken. Mention the most relevant ones, link to your full resume or press page if needed, and move on.

A Note on Photos

Please, please use a photo that looks like you today. Not your headshot from 2016. Not a heavily filtered image where you're barely recognizable. Not a stock photo of "professional woman laughing at salad."

You. As you are. Looking warm and approachable and like someone they'd actually want to work with.

If a professional photo isn't in the budget right now, that's okay. A well-lit, genuine smartphone photo beats a dated professional headshot every time.

Read: Why DIY Websites Stop Working as Your Business Grows

The One Question to Ask Yourself When You're Done

Before you hit publish, read your About page back and ask: "Does this sound like me, and does it make my ideal client feel seen?"

If the answer to both is yes? You're done. Publish the thing.

It doesn't have to be perfect. It has to be true.

Ready to See How the Rest of Your Site Stacks Up?

Your About page is just one piece of the puzzle. If you've been wondering why your site looks good but isn't bringing in the inquiries you hoped for, I've got something for you.

Grab the free Website Must-Haves Checklist — a no-jargon, no-overwhelm guide that helps you spot exactly what's working, what's confusing, and what might be quietly costing you clients.

→ Download the free checklist here

It takes about 20 minutes and gives you real clarity — no tech degree required.