I recently found out my About page was selected for Design Rush’s “Best About Pages” and after the brief sense of achievement (akin to winning the 5th grade spelling bee) wore off, it got me thinking to when I first started rebuilding my business…

The year was 2020. Time didn’t exist. People were either baking sourdough bread or questioning reality. 

I hadn’t touched my business in over 3 years and was at a crossroads: did I tear it all down + rebuild or pull the plug entirely?

Maybe it’s because I had just gone through a spiritual awakening, where everything in my personal life was torn down and in the process of being rebuilt (so what was one more thing?) or because I have a general mistrust of “the easy way out,” I opted for an overhaul.

And it all started with my About page.

Writing my About page was how I clarified my WHY and what was truly important to me. I didn’t follow a formula or any “rules”—I simply shared my story and what was most authentic for me. 

Why am I sharing this?

Well, don’t tell your homepage I said this, but it’s NOT the most important page on your website… It’s actually your About page.

Your About page is typically where you’re the most real and relatable. It’s more personal and less about your offerings and what you do. 

People are craving this.

According to a study by Sprout Social, the top two things people want to see from brands are more authentic, non-promotional content and transparency about business practices & values.

In short: 1) People want to know YOU—the person behind the business and 2) see if you align with their own values.

Your About page is the perfect place to do that.

How do you do this with your About page?

You foster an emotional connection with your audience.

Your audience is looking for more than just your product or service—they want to know if they align with you on a personal level.

Are you someone they can see themselves working with? Someone who understands where they’re coming from and how to get them where they want to go? Someone they vibe with?

Through your About page, you can share your story in a way that makes your audience feel seen + understood—and more likely to work with you.

Here’s how…

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Share your story

Storytelling is a potent tool. For time immemorial, people have been sharing stories to connect and learn from one another. It’s more than a simple presentation of information—it engages emotion; it inspires.

As a business owner, your story is your key differentiator.

While many others may be providing similar offerings, not one of them has the same story you do. Your experience and the perspective + resources its given you is what sets you apart.

Think about: where did you start and how did you get where you are today? What decisions (big or small) led you down this path to your business and purpose? What challenges did you overcome, and how?

For your About page, it’s not about what you do; it’s WHY you do it. Let your heart lead. Whether it sprouted from a personal passion or a desire to make a difference, infuse those emotions into your narrative. Weave your brand values, purpose, and origin story into the story. Share anecdotes from your journey—moments of struggle, triumphs, and pivotal decisions—these are all points of connection where your audience can see themselves in your story.

Make it about them

I know you might be thinking, “Wait, isn’t it my About page? Shouldn’t it be about me?”

Your About page is technically about you, but it’s for your audience.

Rather than immediately delving into details about yourself, this space offers an opportunity to reassure visitors that they’ve landed in the right spot and that you understand their position because you’ve traversed a similar path. In acknowledging and validating their experiences, you pave the way for a seamless shift toward phrases like “I’ve been there...” or “This is why I’m passionate about...”

Establishing this initial connection serves as a gentle segue into sharing your own story, making the transition more natural and approachable. Like you would in a conversation in real life.

You can do this in the literal sense, by speaking directly to their challenges, desires, and goals. Or you can establish alignment by leading with a manifesto. (This is what I do. See how here.)

A manifesto distills the fundamental beliefs, aspirations, and guiding principles of your business into a declaration—a concise, impassioned proclamation that communicates the deeper purpose behind your business. It articulates the change you aspire to create, the values you hold, and the vision that propels you forward.

To write your manifesto, reflect on the values that have guided your journey. Is it a commitment to consciousness? A dedication to empowering sovereign communities? Or inspiring innovation? Merge these ideals with the desires and needs of your audience to create a manifesto that serves as a rallying cry for your people.

Real is better than polished

Your About page is THE best place to show your personality. It’s an opportunity for people to peek behind the curtain of your business. BTS (behind the scenes) content is big right now for a reason! It humanizes brands and makes businesses more relatable.

It can be deeply vulnerable or light-hearted and playful. Either way, your About page needs to be authentic to you. The point is to stop hiding behind the “professional” mask and genuinely share who you are.

So, introduce yourself, get personal, share your story, show your face (not just stock photos!)—or even better, record a video.

Use a conversational tone that reflects your brand’s personality and avoid industry jargon or stiff corporate language; instead, speak directly to your audience as if you’re sitting directly across the table from them.

Invite them to connect further

While the About page primarily focuses on storytelling instead of selling, don’t forget to include a call-to-action (CTA) to invite your audience to engage further with you.

With a button or links, guide visitors to the natural next step—whether it’s exploring your offerings, subscribing to your newsletter, or following you on social media. Encourage engagement and make it easy for them to connect with you further.

Speaking of…

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SCARY BUT TRUE…

You only have 0.05 seconds to make an impression with your website.

I didn’t make the rules. But I *did* make this guide to help you make the most of that first impression!

People are craving authenticity more than ever (thanks, social media and AI...) so anything you can do to show up as more real, more human, more *YOU* will foster a greater sense of connection with your audience.

Download the free guide for three easy ways to make your website stand out.