Your About page is not just a place to tell your life story.
It can include your story, of course. It should feel personal. It should help people understand who is behind the business.
But the best About pages do something a little more useful.
They help the reader understand why your story, experience, values and approach matter to them.
That is the shift. The page is about you, but it is still written for the client.
The short version
Your About page should introduce who you are, build trust and connect your experience back to the client’s needs, questions and decision-making process.
It should not read like a CV, a full autobiography or a page you wrote because someone told you every website needs one.
The About page has a job. It helps people feel like they know enough about you to take the next step.
People read your About page for reassurance
By the time someone clicks your About page, they’re usually looking for context.
They may want to know who you are, how long you’ve been doing this, what your approach is, whether you seem credible and whether they can imagine working with you.
For beauty, skin and wellness businesses, that reassurance matters. Clients may be trusting you with their skin, body, confidence or health-related concerns. They want to know they’ll be in good hands.
For service businesses, people want to know there is a capable person behind the offer. They want to understand how you think, how you work and whether the process feels like a good fit.
The About page can help with all of that.
Your story needs a point
You do not need to include every chapter of your business journey.
The reader probably does not need the full timeline from childhood creativity through to the present day, unless it genuinely helps them understand your work.
What they do need is the part of your story that builds trust.
Why did you start the business? What do you care about? What have you learned from working with clients? What kind of experience are you trying to create? Why does your approach matter?
That gives the story a purpose.
We’re not writing a memoir. We’re writing a website page. Slightly less dramatic, much more useful.
Make your experience relevant
Experience matters, but only if the reader understands why it matters.
Instead of listing every qualification, role, course or achievement, connect your experience back to the client’s decision.
If you’re a skin therapist, explain how your training shapes the way you approach consultations, treatment planning and homecare. If you’re a wellness practitioner, explain how your experience helps you create a safe, grounded appointment. If you’re a designer, explain how your background helps clients move through the website process with more clarity.
People do not always need more information. They need more meaning.
Your About page should sound like you
This is where a lot of About pages get weirdly formal.
The rest of the brand feels warm and human, then the About page suddenly sounds like it was written for an awards submission.
Please don’t vanish behind corporate wording.
Your About page should sound like the same person or business people will experience elsewhere. If your clinic is warm and education-led, the page should feel that way. If your service is strategic and straightforward, the writing should reflect that. If your brand has a little personality, let some of that through.
The tone should build trust, not create distance.
Use the page to explain how you work
Your About page is a good place to introduce your approach.
This does not need to replace your service pages, but it can give people a sense of what matters to you.
For a clinic, that might be your focus on consultation-led care, long-term skin health, education, product recommendations or a calm treatment experience. For a wellness business, it might be your belief in steady support, nervous-system friendly spaces or practical guidance. For a service business, it might be your process, communication style or the kind of client experience you want to create.
This is where the page starts doing real work.
It helps people understand not just who you are, but what it feels like to work with you.
Include enough personal detail to feel human
Personal detail can be lovely on an About page.
It just needs to be chosen well.
A few details about your life, interests, values or personality can make the page feel warmer. You do not need to share everything, and you definitely do not need a list of random facts if they feel forced.
Good personal detail gives people a little glimpse of the person behind the business.
Bad personal detail feels like it was added because someone once said, “People buy from people.” True, but also, people do not need to know your coffee order unless it is somehow doing a job.
Photos matter here too
Your About page should usually include a photo of you, your team or your space.
People want to see who they are booking with, buying from or enquiring with.
For clinics and wellness businesses, this can be especially reassuring. A warm, current photo can make the business feel more approachable before the person ever steps through the door.
If you’re preparing for a website project and need to sort your images, How to prepare your photos before a website project will help you work out what to gather.
Link the About page back into the client journey
The About page should not be a dead end.
Once someone has read it, give them a useful next step.
That might be viewing your services, booking a consultation, reading your case studies, exploring your treatment menu or submitting an enquiry.
For Maglev, the About page should naturally guide people back towards Website in a Week, Brand Design or the project enquiry form.
For a clinic, it might guide people towards treatments, skin consultations or online booking.
The page is personal, but it should still keep the website moving.
A strong About page builds quiet confidence
Your About page does not need to be dramatic.
It needs to be clear, warm and relevant.
It should help people understand who you are, what you care about, how you work and why that matters to them.
If your About page currently feels like an afterthought, it may be worth revisiting. Sometimes a clearer About page can make the whole website feel more trustworthy.
And if your whole website needs a clearer structure around the client journey, Website in a Week may be a good next step.
You can view the Website Design page, or submit a project enquiry if you’re ready to build a website that feels more considered from top to bottom.
