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How to Write an About Me Page

Crafting an About Me page on your website that magnetically attracts clients might seem like a mystical skill reserved for those who’ve mastered charisma, wit and professional charm. But this isn't just the realm of the elite few.

Even if you're not a wizard with words, you can create an About Me page that captivates potential clients. With the right approach, you can demonstrate why you are the obvious choice for your ideal client, whether you're a coach, healer, solopreneur, or any kind of purpose-driven entrepreneur.

Yet, it's crucial to remember that your About Me page isn't simply a showcase for talking about what you can do.

A common mistake is to focus solely on oneself, turning this essential page on your website into a never ending monologue of personal achievements. To connect with potential clients, your About Me page should instead present your brand story through the lens of what your ideal client values and needs.

By aligning your brand story with their desires and challenges, you craft a page that not only introduces who you are but compellingly explains why you're the perfect match for them.

1. Start with Your Why
Simon Sinek famously advised to "start with why," and this rings especially true here. On your About Me page, your opening should captivate with something stronger than just your professional motive. Your why should be your personal calling. What drives you to do what you do? This section shouldn’t be a showcase of qualifications, that’s for further down the page. Here’s your chance to share your mission in a way that connects emotionally and intellectually with your reader.

2. Tell a Story
People are drawn to stories, especially those featuring a protagonist who overcomes adversity. If you’ve journeyed through what your client hopes to conquer, share that. Illustrate how you faced challenges, overcame them, and emerged victorious. This not only humanizes you but also enhances your credibility, giving potential clients hope that they can achieve similar success.

Didn’t go on the journey that your client is on? No worries. Instead share the story of the others you have led to success. Either way, make sure the story is both relevant to your ideal client and subtly underscores why you’re uniquely positioned to help them.

3. Be Yourself
Hey, professional doesn't have to mean dry or impersonal on your About Me page. Forget about jargon, saying it in the “right” way or trying to impress. You can express your genuine self while maintaining a professional presence. The key is to let your unique personality shine through your words without overstepping into tmi territory. Think about the essence of your personality—what makes you, you—and let that inform your tone and choice of words. If you’re not sure, use a typing system that gives you insights into what’s unique about you. We encourage our clients to lean into Human Design as it gives them this info in easy to understand terms. Use this or another system if you find it hard to share who you are. In the end, your About Me page should read like you walk & talk.

4. What's in It for Them?
By now, your readers are intrigued by your journey and who you are, but they need to understand exactly what they stand to gain from working with you. Clearly outline the benefits of your services to continue the story. Be explicit about how you can help them achieve their goals, whether it’s through coaching, healing, or any other services you provide. Don’t list your services here, instead continue the story to it’s natural conclusion and share the transformation someone can make through your process.

5. Make It Easy to Take the Next Step
Don’t leave your readers in suspense! Instead, tell them what to do next right here on your About Me page. Should they book a consultation? Sign up for news & updates from you? Download that freebie? Make your call to action clear and easy to find. You want to lower any barriers in the way of them contacting you.

6. Keep Your Bio Separate
Finally, while your story should be engaging and personal, keep your formal credentials a bit separate. Your official bio, complete with credentials, accreditations, and educational background, should reside in a distinct section at the bottom of your About Me page. Write this in the third person to contrast with the first-person narrative used above. This separation allows your narrative to flow more naturally without getting bogged down in formality.

With these elements, your About Me page will be a powerful tool for connecting with potential clients, showing them not only who you are but also how you can help transform their lives or businesses. 

Learn how to create a compelling website and see examples of good About Me pages here in this FREE training


Linda is a brand marketing strategist who supports purpose driven entrepreneurs to create small business growth by creating alignment in their business through Human Design and other authentic marketing approaches. Her 20+ year marketing career has included working with Kimpton Hotels, Jamba Juice, and Disney helping her clients win awards and placements in publications like The Wall Street Journal and TIME Magazine, as well as on the front cover of WIRED magazine. She now works with coaches, healers, influencers, rebels & other service based small business owners offering a done for you small business marketing package or brand & marketing coaching.You can visit her at lindabasso.com or join her FB conversation.

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