How to write your 'about' page without cringing


So it’s finally time, you’re ready to update that dreaded ‘about’ page on your website and you’ve frozen. The whole process makes your body wince. You want to sound professional but not like a robot. Do you write in the first or third person? You feel a bit silly talking about yourself. Don’t worry. We’ve all been there.

My first and biggest tip is to approach this like you’re writing about your best mate. Pretend it’s her (or his) amazing business that you’re talking about. Don’t hold back on the compliments.

Next, you’ll need to get your notepad out, we’re going to start with some bullet points. 

You need to think about what you want your prospective customer to know about you. You’re selling yourself here, so I'll give you some general points you might want to consider including:

  • Who you are: where you’re based, any interesting info you’d like to share

  • Your background or previous experience (particularly if you’re service-based)

  • Your reason why: what made you start your business

  • Your long term goals: how you hope your business will grow in the future

If you’re working solo on your business, write in the first person. By saying ‘I’ instead of ‘we’ you’re just being honest with your customer. If you run a small business, you don’t need to pretend it’s bigger than it is - people love working with small businesses!

Now you have your bullet points down, re-order them. Prioritise your points so they make sense, but also so the most important information comes first. Depending on what you sell, your background might take priority, or if you’ve started a completely new career, the reason why you started your business might be at the top of your list.

Next, you need to make sure you inject some personality into your story. You could add a little random fact about yourself if you think your audience would enjoy it, or you could make your writing tone sound casual. It doesn’t matter what you do here, as long as it is relevant to your brand.

Now you’ve got your points sorted, write it up.

Try not to overthink this page on your website. Anyone reading it is interested in you. They want to know more about you, just be honest and lean into it. The best ‘about’ pages I’ve seen have been entertaining and brutally honest. 

If you’re still struggling with it, drop me a message here and I’ll be happy to help!