How to Write an About Page That Doesn’t Feel Weird

Your About Page Isn’t Really About You (At First)

Here’s the thing: Your potential clients want to get to know you, but not in a LinkedIn bio kind of way.

They’re not just reading to learn where you went to school or how many years you’ve been in private practice. They’re looking for resonance. For safety. For someone who gets it.

So let’s write an About page that’s warm, honest, and built to build trust. Not one that sounds like you copied it from a template or got trapped in third-person weirdness.

Start With Why You Do This Work

Not your credentials. Not your job title. Start with what drives you.

• What do you love about the work you do?
• What makes your approach unique or grounded?
• What kind of transformation do you help create?

People connect to purpose before they care about process.

🛠️ Example:

“I started this practice because I wanted to create a space where people could be heard without being rushed, labeled, or fixed.”

Write Like a Human. Not a Brochure.

Skip the formal third-person tone unless you’re a large team. Your About page should feel like a conversation, not a press release.

✅ Use “I” if you’re a solo practitioner
✅ Use “we” if you’re a small team
✅ Keep your tone aligned with your real-life personality: calm, grounded, warm, direct

🛠️ Instead of: “Our mission is to empower individuals and foster growth…”
Try: “I help people feel less stuck and more seen, so they can start moving forward again.”

Make It About Them, Too

We’ve all seen About pages that are all “me, me, me.” But your visitors want to know: What does this have to do with me?

Blend your story with relevance:

• Who you help
• What they’re navigating
• How your experience supports their journey

🛠️ Example:

“Most of my clients come to me feeling overwhelmed, anxious, or disconnected. My job isn’t to fix them; it’s to walk with them.”

Include a Little Structure

A strong About page usually includes:

• Your “why” (your motivation or mission)
• Who you help (make it clear!)
• How you help (your approach or philosophy)
• Your credentials (near the bottom, not the top)
• A personal touch (optional but impactful—more on this next)

🛠️ Optional CTA at the end:

“If what I’ve shared resonates, I’d love to connect.” → Link to book or contact

🌿 Add Something Personal, But Intentional

You don’t need to overshare or get quirky for the sake of being “relatable.”

Instead, add one or two honest, grounded details that make you feel real. Something that shows you have a life outside of work. Something your clients might relate to.

✅ Good Examples:

• “I’m a mom of two and know what it’s like to juggle goals with real life.”
• “When I’m not working, I’m likely out walking my dog or reading memoirs with a cup of tea.”

It creates a sense of approachability, which is gold in trust-building.

🧠 Final Thoughts: Your About Page Should Sound Like You

The best About pages don’t try to impress. They invite.
They don’t list everything you’ve done—they show who you are.

And when they’re done right? They help people feel like they’ve already met you—even before the first call.