The “About” page is often one of the most visited pages on a website.
Yet it is frequently treated as a dull, self-centred or overly generic biography.
If you are a freelancer, an independent professional or run a small business, your About page can become a powerful tool for winning trust and clients.
Let’s look at how to write it well, with practical tips that are easy to apply.
Talk about yourself, but think of the reader
The About page should not be a CV, but a bridge between you and your potential client.
Yes: “I help professionals and small businesses communicate better online, with fast, strategic websites.”
No: “I was born in 1984 and have always loved computers.”
Start by highlighting:
- What you do
- Who you do it for
- What sets you apart
Tell your story with humanity and credibility
Readers want to understand whether you can help them and why they should trust you.
You can talk about:
- How you came to do what you do
- Which experiences shaped you
- Which values guide your work
You do not need jargon. Clear, honest words that match your tone of voice are enough.
Show what you can do for them (with examples)
After telling who you are, explain how you can help in concrete terms.
Example:
“I build websites, online shops and digital solutions with a focus on performance, accessibility and ease of management. I work with companies, agencies and teams, including remotely.”
If you can, add:
- Links to projects
- Testimonials
- Concrete numbers (years of experience, clients served and so on)
Add a real, professional photo
People who land on the About page want to see who is on the other side.
A natural, well-taken photo that fits your brand conveys trust, simplicity and authenticity.
End with a call to action
Many About pages simply trail off.
It is better to finish with a clear invitation:
- “If this approach resonates with you, get in touch: we can work together.”
- “Contact me for a free, no-obligation consultation.”
- “Discover my services.”
Conclusion
Your About page is not there to impress, but to create connection, clarity and trust.
You do not have to tell everything: just tell well what matters to your ideal client.
If you are rethinking your website, the About page should be designed together with the rest of the experience: structure, content, trust signals and calls to action all need to point in the same direction. You can also see my own About page or my website and e-commerce services.