How to Write an About Page That Connects and Converts
Written by Chloe Leonard, founder of CL Studio, a web design agency for small business owners and a creative agency for small business brands, based in Nashville, TN.
Your about page is one of the most visited pages on your website, and it is also one of the most misunderstood. Most people treat it like a resume: here is my background, here are my credentials, here is a photo of me looking professional. And then they wonder why visitors click away without reaching out.
Here is the thing about an about page that actually converts: it is not really about you. It is about your potential client and whether they feel like they have found the right person for the job. The goal is not just to introduce yourself. The goal is to make the right person feel seen, understood, and confident enough to take the next step.
Here is how to write an about page that does all of that.
Start with Them, Not You
The most common mistake on about pages is leading with "I." As in: "I am a Nashville based brand strategist with ten years of experience and a passion for helping small businesses grow."
That sentence is not wrong. It is just not compelling. It is written from your perspective, not your client's.
Try flipping the opening so it speaks directly to the person reading it. What are they struggling with? What do they want? What are they hoping to find on your website? When you open with something that mirrors their experience, they immediately feel like you understand them, and that feeling of being understood is what creates trust.
Something like: "You have built something you are proud of. Now you need it to look and sound the part." That kind of opener pulls the reader in because it is about their reality, not your biography.
Communicate What You Actually Do and Who You Do It For
After that opening, your reader needs clarity fast. Who do you help, what do you help them with, and what does working with you look like?
This is where a lot of small business owners get vague. They use words like "elevating brands" or "transforming businesses" that sound nice but do not tell a potential client anything concrete. Be specific about your niche, your process (this is huge for SEO! Google wants to know truly what makes your business unique compared to others in terms of processes), and the kind of results clients can expect.
If you are a branding agency for small business owners, say that plainly. If you work specifically with service providers, e-commerce brands, or a particular industry, say that too. The more clearly you define who you work with, the more the right clients will self-identify and the more confident they will feel reaching out.
Tell the Story Behind the Work
This is the part where you actually get to talk about yourself, and it matters more than people think. Not because clients want a full biography, but because the story of why you do what you do communicates something no list of credentials can: that you are genuinely invested in the outcome.
Maybe you started your business because you experienced firsthand how hard it is for small businesses to compete without the right branding and marketing support. Maybe there was a turning point that changed how you think about your work. Whatever it is, the "why" behind what you do creates a human connection that a list of services simply cannot.
At CL Studio, our story is rooted in ten years of working alongside small business owners in Los Angeles and Nashville, watching what happens when a brand finally looks and sounds like the business it represents. That context shapes everything we do as a boutique branding agency, and it is worth communicating on your about page because it tells clients that your work comes from somewhere real.
Show Social Proof Without Being Braggy
Your about page is a great place to weave in proof that your work delivers results, but it does not have to feel like a highlight reel. A short client quote, a mention of a notable result, or even a simple line about how many clients you have worked with can go a long way toward building credibility without feeling like you are overselling yourself.
If you have been featured in a publication, worked with a recognizable brand, or earned a certification that matters to your ideal client, mention it here. Keep it brief and relevant. The goal is reassurance, not a trophy case.
Include a Photo That Feels Like You
This sounds minor but it genuinely matters. People hire people, and a warm, approachable photo of you goes a long way toward making a potential client feel comfortable reaching out. It does not need to be a formal headshot, it just needs to feel authentic and in line with your brand!
If your brand is warm, creative, and approachable, your photo should be too. If it is sleek and minimal, your photo should reflect that. The visual language of your about page should feel like an extension of everything else on your site.
End with a Clear Next Step
Do not let your about page end without telling the reader what to do next. This is where so many pages fall flat, trust us. Someone reads your whole page, feels genuinely connected, and then ... nothing. No invitation, no direction.
Give them a clear, low friction next step. That might be a link to your services page, an invitation to book a discovery call, or a simple "reach out here and let us know what you are working on." Whatever feels right for your business, make sure there is a door to walk through at the end.
A Quick Checklist Before You Hit Publish
Before you publish or update your about page, run through these:
Does it open by speaking to your ideal client's experience rather than starting with "I"?
Does it clearly state who you work with and what you do for them?
Does it include a glimpse of your story and why you do this work?
Is there at least one piece of social proof, however small?
Does it have a photo that feels aligned with your brand?
Does it end with a clear call to action?
If the answer to all six is yes, you have an about page that is ready to work for you.
If your website is not converting the way you want it to or you feel like you have to explain yourself on discovery calls or initial interactions with clients, the about page is often the first place to look. And if you want a fresh set of eyes on yours, CL Studio offers web design and brand strategy services for small business owners. We work with clients in Nashville and nationwide to help them show up online in a way that actually reflects the quality of their work.
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