How to Write an About Page (without the cringe)

Most people searching how to write an about page end up treating it like a cover letter. But that approach misses the point entirely.

But here’s the truth: your About Page isn’t really about you.

It’s about how you make them feel seen.
It’s about giving your audience the words they didn’t know they were looking for — the ones that make them say, “Wait…who is this & why have they been reading my notes app?”

And yet, most About Pages follow a rinse-and-repeat formula:

“Hi, I’m so-and-so, I started my business in 2019, I’m passionate about serving others, I love coffee and my golden retriever, and I’m so glad you’re here!”

You too? Scroll. Scroll. And exit.

If your About Page reads like your LinkedIn summary and makes you feel like a watered-down version of yourself, this blog is for you.

Let’s rewrite the rules.

Here are 5 things your About Page actually needs — the non-negotiables that turn lurkers into loyal readers, and readers into clients who feel like they’ve known you forever.

5 Sections Every About Page Needs To Connect

If you’ve been wondering how to write an About page that makes people feel something (and take action), start with these 5 essentials.

1. A Point of View (a.k.a. The Hill You’d Die On)

In an online world that’s oversaturated with “I just love love” and “I’m here to capture your story,” your point of view is what sets you apart.

Your About Page should tell me:

• What you believe that others in your industry don’t
• What you’re sick of seeing
• What conversation you’re here to change

This doesn’t have to be loud or spicy — but it does need to feel clear.
It’s your line in the sand. Your “I don’t do things the way they do — and here’s why.”

Our example: “We created this space because we are tired of watching creative people water themselves down just to sound “marketable.”

This is bold, opinionated, and clearly not copy-pasteable. We’re drawing a line in the sand and saying, “this is what we do not do.”

Your POV doesn’t just describe what you do. It reframes it.

2. A Personal Detail (Not Your Whole Life Story)

This isn’t your memoir — but a single detail can build real connection.

We’re not talking about listing your whole resume. We’re talking about one thread that connects your personal experience to your professional mission.

Here’s what that might look like:

• “I used to write songs in my journal growing up — now I help creatives tell stories that stick.”
• “My first business was a lemonade stand with a glitter sign and a ‘buy 1, get 2’ sale strategy. It flopped. I’ve been learning about sales psychology ever since.”

Our Example: “One recovery therapist. One SEO brain, one big ‘What If’

This is the connective tissue of Kinfolk Creative. It’s personal without being long-winded, and it’s totally ours. It helps ours reader see the real people behind the brand — and invites them into the room.

The right personal detail is sticky. It makes someone say, “OMG, same.”
And that’s way more powerful than saying you love lattes.

3. A Truth That Speaks to Their Stuck Point

Your About Page isn’t just about how you got here — it’s about what’s keeping them from moving forward.

• What does your ideal person believe before they find you?
• What assumptions, fears, or narratives do they carry?
• What’s made them feel like this solution isn’t for people like them?

Then — flip it on its head.

• Rewrite their inner dialogue.
• Give them permission to want more.
• Show them how their “too much” or “not enough” is exactly what qualifies them to work with you.

Because this is the point where your About Page stops being about you — and starts being for them.

Our Example: We don’t squeeze brands into neat little categories. We build messaging too clear, too bold, and too real to be ignored. Formulas be damned.

4. A Standout Line That Makes Them Pause

Most people don’t remember “professional, passionate, creative.”
They remember the one-liner that punched them in the gut (in a good way).

You want one sentence that’s so you, it could live on a T-shirt.
It should sound like something you’d text your best friend. Something sticky enough to quote, screenshot, or use in their own brand voice guide.

Here’s a few prompts to find it:

• What’s something you say often that makes people laugh or nod?
• What’s a truth you wish more people knew about your work?
• What’s your “I’m not like the others” moment — said in your own language?
• What is an ‘ick” in your industry that you cannot NOT share anymore?

This line? It’s your mic-drop.

Our Example: If being unhinged, strategic, and stupidly in love was a niche? We’d have the SEO on lock. or marketing that raises an eyebrow.

These are screenshot-worthy, sticky, brand-defining phrases of Kinfolk Creative that people will remember (and want to quote). They also happen to be hilarious and deeply human.

5. A Clear, Personal Next Step

You’d be surprised how many About Pages forget this one.
You’ve just poured your heart out… now what?

This is where you invite them in.

Not just a “check out my services” link buried in the footer.
Make the next step feel obvious, intuitive, and friendly.

Some ideas:

• “Ready to stop forcing your voice into someone else’s mold? Let’s write something that finally sounds like you.”
• “I’ll bring the camera, you bring the snacks. Let’s talk elopement dreams.”
• “You in? Click here to start your application.”

An About Page should never leave someone hanging.
End it like you’d end a great conversation — by keeping it going.

Your About Page Isn’t About Proving Yourself

It’s about positioning yourself.

Not by showing up polished and perfect, but by showing up honest and unmissable.

So if you’ve been agonizing over how to write an About Page…
Start here. Start with truth. And start with what only you can say.

Because you’re not just another option.
You’re the only one who thinks about it this way.

And that? That’s worth clicking on.

p.s. Want help figuring out how to write an About page that’s memorable and magnetic? Let’s work together to make it happen.

---

See our full about page, here!

If you enjoyed this blog, you’ll want to keep the party going with this one!
P.s. want to stay connected? Head to our Instagram!