How to Write an About Page That Builds Trust and Books Clients
By Chloe Leonard, Founder of CL Studio
Here's a counterintuitive truth about your about page: it's not actually about you.
Most business owners approach their about page as a biography. Here's where I grew up, here's my education, here's my experience, here are my hobbies. That's not what visitors are looking for.
When someone lands on your about page, they're asking one question: can this person help me? Everything on that page should answer yes.
Why Your About Page Matters More Than You Think
The about page is consistently one of the most visited pages on any business website. After someone lands on your homepage and gets interested, they go to your about page to decide if they trust you enough to reach out.
If your about page doesn't make them feel confident that you're the right person for them, they leave, and they don't come back.
What Your About Page Should Actually Include
Lead With the Client, Not Yourself
Your first paragraph should speak to the person reading the page, not about yourself. Open by describing who you work with and what they're struggling with. Make the reader feel seen before you introduce yourself.
Something like: 'If you've been running your business for a few years and your brand still doesn't reflect how good you actually are at what you do, you're in the right place.'
Your Story (But the Relevant Part)
Once you've connected with the reader, share your story. But be selective about what you include. The details that belong on your about page are the ones that are relevant to why you do what you do and why you're qualified to do it.
How did you get here? What do you believe about your industry? What drives you? That's more compelling than a resume.
Your Credentials and Experience
Yes, include your credentials, but don't lead with them. Years of experience, notable clients, results you've delivered, these build confidence after you've already established emotional resonance.
A Human Touch
Share a little of who you are outside of work. Not because it's required, but because people hire people, not companies. A few genuine personal details, what you love, what you believe in, what you're working on, make you memorable.
A Clear Call to Action
End your about page with a CTA. The reader has just spent time getting to know you, don't let them leave without giving them a next step. 'Ready to build your brand? Start the conversation here.' Simple. Direct. Effective.
About Page Mistakes to Avoid
Writing it like a LinkedIn profile. Your about page should sound like you, not like a formal bio.
Burying the CTA. Don't make someone scroll back to the top to find out how to contact you. Put the CTA at the bottom of the page.
Making it all about achievements and forgetting the emotional connection. Credentials build credibility; storytelling builds trust.
Forgetting a photo. People want to see who they're talking to. A professional photo (or a great editorial photo that matches your brand) is essential.
Need Help With the Copy on Your Website?
At CL Studio, we design and build websites for small businesses that convert, and that starts with getting the copy right. If your website isn't attracting the right clients, let's figure out why.
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