You've built a website, picked a template, written your services page — and then you get to the About page and freeze. Most people either leave it half-finished with two generic sentences, or they write something so formal it sounds like a press release nobody asked for. Either way, visitors land on it, feel nothing, and leave.
That's a real problem, because the About page is one of the most visited pages on any website, often second only to the homepage. People don't click it out of boredom — they click it because they're deciding whether to trust you. Get it right and it turns curious visitors into clients. Get it wrong and it quietly costs you business you never even know you lost.
Why Your About Page Matters More Than You Think
By the time someone reads your About page, they already like what you offer — that's why they're still on your site. What they're really asking is: "Can I trust this person or business?" A strong About page answers that question in under a minute. A weak one leaves doubt, and doubt sends visitors straight to a competitor's tab.
This is especially true for freelancers, consultants, and small business owners, where there's no big brand name doing the trust-building for you. Your About page is your brand reputation, at least until someone works with you directly.
What to Include in Every About Page
- A clear one-line summary of who you are and who you help — don't make visitors guess.
- Your story, briefly — why you started, what problem you kept seeing that made you do this work.
- Real credibility markers — years of experience, number of clients served, certifications, notable projects. Specific numbers beat vague claims every time.
- A real photo — a stock image or no image at all is one of the fastest ways to lose trust. People want to see who they're dealing with.
- What makes you different — not a list of adjectives like "passionate" and "dedicated," but an actual difference in how you work.
- A next step — every About page needs a way for an interested visitor to act immediately.
About Page Mistakes That Push Visitors Away
The most common mistake is writing an About page that's entirely about you and never about the reader. A visitor doesn't care that you "have a passion for excellence" — they care whether you can solve their specific problem. The fix is simple: after every sentence about yourself, add a sentence connecting it back to what the reader gets.
Other frequent mistakes: writing 2,000 words of biography nobody will finish, using corporate jargon instead of plain language, skipping a photo, and ending with no call to action at all — leaving an engaged visitor with nowhere to go next.
A Simple About Page Template You Can Copy
- Opening line: "I help [audience] do [specific outcome]."
- The story: 2–3 sentences on why you do this work.
- The proof: years of experience, client count, results, certifications.
- The difference: one clear thing you do differently from others in your field.
- The invitation: a direct next step — view your work, get in touch, or start a free trial.
Keep the whole page between 200 and 400 words. Long enough to build trust, short enough that people actually read it.
How to Write Your Story Without Sounding Fake
The word "story" scares people, because it sounds like you need something dramatic to share. You don't. A good origin story is usually just: what were you doing before, what problem kept showing up, and what made you decide to start doing this work instead. That's it. Three honest sentences beat one paragraph of manufactured inspiration.
Avoid opening with your birthplace or childhood unless it's directly relevant to your work. Visitors want to know why you do this, not your full biography. If you're not sure where to start, finish this sentence out loud first, then write it down: "I started doing this because I kept noticing that…"
It also helps to be specific instead of general. "I've always loved helping people" says nothing. "After three years fixing the same billing mistakes for small clinics, I decided to build software that fixes it automatically" tells a visitor exactly what you're good at and why they should trust you with the same problem.
Why Your About Page Matters for SEO Too
Beyond trust, your About page quietly does SEO work most people never think about. It's usually one of the top three most-visited pages on any small business or freelancer website, which means search engines pay attention to it. A well-written About page that naturally includes your profession, your location (if relevant), and the specific services you offer helps search engines understand exactly who you are and who to show your website to.
This doesn't mean stuffing keywords into your story — it means being specific instead of vague. "I'm a wedding photographer based in Mumbai" does more for both trust and search visibility than "I'm passionate about capturing memories."
How ItIsMe Makes Your About Page Even Better
Most website builders give you a plain text box for your About page and leave it there. ItIsMe gives you a complete free website in two modes — Personal or Business — managed from anywhere using the dedicated Android app. Built-in AI chat answers every visitor query 24/7. Free forever.
In Personal Mode, your About page sits alongside your photo gallery and project work, giving visitors the full picture in one scroll. In Business Mode (available on the Professional and Enterprise plans), you can add a team section, so your About page introduces the people behind the business, not just a logo.
And because ItIsMe includes a free AI chat trained on your own answers, visitors who still have questions after reading your About page don't have to hunt for a contact form — they can just ask, any time of day, and get an answer instantly.
You can update your About page, swap your photo, or add a new achievement straight from the ItIsMe Android app — no laptop, no developer, no waiting.
About Page Tips by Profession
| Who You Are | What to Emphasize |
|---|---|
| Freelancer / consultant | Specific results for past clients, your process, and why you work solo instead of through an agency. |
| Small business owner | Your team, your location or community ties, and years in business. |
| Personal brand / creator | Your personality, your audience, and the specific value you consistently deliver. |
Frequently Asked Questions
How long should an About page be?
Most effective About pages are between 200 and 400 words — long enough to build real trust, short enough that visitors actually finish reading it.
Should I write my About page in first person or third person?
First person ("I help...") almost always performs better for individuals and small teams — it reads as more personal and direct. Third person is reserved for larger companies with multiple founders or teams.
Do I need a professional photo for my About page?
You need a real photo, but it doesn't have to be a studio headshot. A clear, well-lit photo of you or your team builds far more trust than a stock image or no photo at all.
What's the biggest mistake people make on their About page?
Writing only about themselves and never connecting it back to what the visitor gets. Every fact about you should answer the unspoken question, "why does this matter to me?"
Can I update my About page after publishing it?
Yes — and you should, as your experience and results grow. With ItIsMe, you can edit your About page anytime directly from the Android app, without touching any code.
Should my About page include pricing?
Not usually. The About page is for building trust; save pricing details for your services or pricing page so the About page stays focused on you.
Does my About page need a call to action?
Yes. Every About page should end with a clear next step — whether that's viewing your work, sending a message, or starting a free website of their own.
Should I list my past clients or employers on my About page?
If they're recognizable or relevant, yes — a short line like "previously worked with [client type]" adds real credibility. If they're not well known, focus on the outcome you delivered instead of the name.
Is it okay to use humor on an About page?
Yes, if it matches how you actually talk to clients. A little personality makes you memorable, but don't let a joke replace the substance — visitors still need to leave knowing what you do and why you're good at it.
A good About page doesn't need to be clever — it needs to be honest, specific, and easy to read. If you don't have a website to put one on yet, you can create your website on ItIsMe for free and have a complete About page, project gallery, and AI chat live in minutes.