A Simple Framework For Writing Your About Page

I hate writing about myself. Any time I try to share parts of my personal life, it feels like bragging or oversharing details no one really asked for. Over time, I’ve had to move past that fear, especially as I’ve gotten clearer on my brand voice and how personal stories actually help people connect with me.

To make it easier, I created a simple framework for myself: what I’m willing to share publicly, and what stays private. One of the toughest tests of that was writing my About page. I wasn’t sure what would feel relevant or interesting to anyone else, and the whole process made me feel exposed and anxious. I even thought about keeping my personal life completely out of it, but in a business like mine, that’s not very useful for building trust.

Because I know I’m not the only one who struggles with this, I put together a simple breakdown of what to include on your About page so your customers can clearly see who you are, why you love what you do, and why you’re the right person for them.

1. Start With Them, Not You

Keep the spotlight on your customer and what they’re struggling with. Show them that you understand their frustrations and have a clear way to make things easier for them. Explain why you’re uniquely equipped to help so they can quickly see the value of choosing you.

2. Tell A Story

Share a small, honest moment of vulnerability, a real struggle or doubt you experienced, and how that story led to you being able to help others with the same problem. Your audience wants to know you can be trusted and that you have the experience and knowledge to create real change. Keep your story directly tied to what you currently offer and resist the urge to include too many details.

3. Use Plain Language

Using plain language on your About page is important because it makes you easy to understand and quick to connect with. Your readers shouldn’t have to fight through jargon or long, complex sentences to figure out what you do. When you speak clearly, you come across as honest, approachable, and respectful of their time. It also keeps the focus on your personality and message, so more people can relate to you and see how you can actually help them.

4. Share Values, Not Persona

Sharing your values on your About page matters more than crafting a character for your brand because it shows people what you truly stand for, not just how you want to appear. Your values are the principles that shape your decisions, how you treat clients, and what you prioritize. When you speak honestly about what matters to you—like transparency, inclusivity, or thoughtful communication—the right people can quickly see themselves in your work and feel confident choosing you. Unlike a “brand persona” that can feel performative or trend‑driven, your values are steady, genuine, and a much stronger foundation for trust.

5. Show Your Process

No one wants to sign up for something and then be blindsided by confusing steps they don’t have the time, energy, or capacity to handle. Your customers should know exactly what they’re getting into before they sign the paperwork.

6. Include Bits of Personal Detail

No one needs your entire life story. Instead, share snapshots, small personal specifics that hint at how you show up professionally. A few quirks and concrete details can make you feel more memorable, relatable, and grounded. Just be sure to set clear boundaries around what you’re comfortable sharing and what you prefer to keep private.

7. Give A Clear, Gentle Invite

End your About page with a clear call to action so visitors know exactly what to do next.

Invite customers to get to know you better by guiding them to your social links or booking a service with you by filling out an inquiry form.

You don’t need to create a perfect version of yourself for the screen. Instead, be clear and intentional about how you work with people and help them reach their goals. Start small: find something you share with your audience, build a connection that makes them want to hear more, speak plainly, lead with your values, explain what they can expect, and add just enough personal detail to stand out.

Take what feels right for you and leave the rest. Your About page can grow and change as you do. In any season, the person who lands there should walk away knowing a bit about who you are, and, more importantly, why you do what you do.