Kristina ;D
How to Write an About Page That Helps You Get Clients
A good about page answers one question for the visitor: why should I trust this person with my project? It is not a diary. It explains who you help, how you work and what makes you reliable, and then it gives a clear next step. Talk about yourself in the way that helps the reader decide.
Why visitors open the about page
On a small business or freelance site, the about page is a place many visitors check before they get in touch. They want to know who is behind the work, whether you are real and whether you understand their situation. They do not have much time, and they are scanning for signs of trust: a face, a clear description, evidence of experience and a way to get in touch.
A structure that works
- Start with the reader. One or two sentences about the kind of people you help and what you help them achieve.
- Introduce yourself. Who you are, where you work and what you do, in plain words.
- Explain how you work. The main steps of your process, so that the visitor knows what to expect.
- Show relevant experience. A short selection of projects, skills or training that relate to the work you want to get.
- Add a personal touch. One or two details that make you memorable, such as why you chose this work or what you enjoy.
- Finish with a next step. A button or a short invitation to write to you.
What to include
- A clear, friendly photo. People like to see who they are going to work with.
- Your name and what you do, in the first lines.
- The languages you work in and the places or time zones you serve, if relevant.
- Tools or methods only if they matter to the client.
- Links to your work and to your contact page.
- Your availability or how quickly you usually reply, but only if you can keep that promise.
What to leave out
- Long life stories with no connection to the work.
- Lists of every course and tool you have ever tried.
- Big claims that you cannot support, such as "the best" or "number one", unless you can show who says so and why.
- Private information that you would not share with a new client.
Write in a human voice
Use the first person and everyday language. "I design websites for small creative businesses" is better than "We provide holistic digital solutions". Avoid corporate phrases that could belong to anyone. If you are an independent worker, say so: many clients prefer to work with a person, not a faceless team, and that is a strength, not something to hide.
Be honest about your experience
If you are early in your career, you do not need to pretend otherwise. Show real projects, explain what you learned and what you can offer, such as care, fast replies or a fresh point of view. Honest descriptions build more trust than exaggerated ones, and clients can usually tell the difference. If you use tools that help you work faster, including AI tools, you can say how you use them and where your own judgment comes in. See AI-generated images for your website for an example of being open about it.
Connect the page to the rest of the site
The about page should lead somewhere. Link to your portfolio, to the services you offer and to a contact option. Add one or two testimonials if you have them. See customer testimonials on your website. A visitor who has read your story and feels reassured is a person who is ready to take a small step.
Check it with a simple test
Ask someone who does not know you to read the page for a minute and then answer three questions: who does this person help, what do they do and what would you do next? If they cannot answer clearly, simplify the page. For more ideas about wording on the main pages, read how to write homepage text that explains what you do.
A short example of the difference
Compare two openings. The first: "Hi, I am Anna, I was born in a small town and I have always loved drawing." The second: "I help small music projects get a website they can update themselves. I am a freelance web designer and developer, and I work with clients remotely." The second tells the visitor immediately whether they are in the right place. The personal story can come later, shorter and connected to the work, for example why you care about simple tools for artists.
Include a way to see you at work
If you are comfortable, add a short video or a photo of your workspace, a sketch from a project or a small behind-the-scenes note. These details make a page feel alive and show that a real person does the work. Keep them tasteful and related to the service, and do not share anything private that you would not like strangers to see.
Beyond the about page
Your story also works across other channels. See building a personal brand as a freelancer for how to stay consistent.
FAQ
How long should an about page be?
Long enough to answer the reader's questions, and short enough to be read in a couple of minutes.
Should I use "I" or "we"?
Use "I" if you work alone. Use "we" only if there is a real team.
Do I need a photo?
It is not required, but it is recommended. A clear, friendly photo helps visitors see that a real person does the work.
Should I put my full story on it?
Only the parts that help the visitor decide. You can tell the full story in an article or on a social profile.
How often should I update it?
Review it a few times a year and whenever your services or experience change.