How to write the perfect about page in 2026

How to write an about page for your website (2026 Edition)

So you’re here because you want to know how to write that perfect about page, huh? Don’t worry, I’ve got you.

When it comes to writing copy for your own website, it can be difficult to see the wood for the trees. Do you include all of your qualifications? What about a staff bio section? Am I showing off too much?

A couple of months ago I sat across from a new client. He was in the process of having a new website built and had contacted me to work on the copy. We got through the home page fine — he knew exactly what he sold and who to. But as we moved towards the content for his about page, I sensed an awkward shift in energy. Then he said, “I never know what to include on this page. It’s all a bit embarrassing having to put yourself out there, isn’t it?”

If I had a penny for every time I’ve heard a version of that sentence, I’d have…well, less than £1. However! You get my drift. Writing about yourself is a genuinely strange task. Most of us were raised to believe that talking yourself up is somewhere between rude and cringeworthy.

But here’s the thing: your about page isn’t really about you. Stick with me, I promise that’s not a contradiction.

It’s not all about you (yes, really)

I know, I know. It’s called an about page. Surely it’s about you?

Not quite. It’s about what you can do for the person reading it. Every fact you include — your ten years’ experience, your qualifications, your love of Sunday morning runs — only earns its place if it answers one question your reader is asking: can I trust this person to solve my problem?

The fact that you like wild swimming doesn’t tell your reader whether you can be trusted to do their taxes. But explaining that you built a system after forgetting to file your own return (to ensure it doesn’t happen to anyone else) well, that tells your reader a little more.

I’d suggest that before you write a single word, get clear about who you’re actually writing to. Rather than “everyone who might buy from me” think about the actual person:

• What are they concerned about?
• What’s made them wary of people in your industry before?
• What would make them relax?

Once you know that, you’ve got the building blocks for your page to come together.

About page tips for freelancers vs companies

Not every about page should be structured the same. If you’re a sole trader, freelancer, or the face of your business, your about page has one big advantage: people can connect with you, directly.

If you’re writing for a company — even a small one with a team of three — you’re humanising something bigger than one person, and that needs a slightly different angle.

Here’s the structure I use for each.

Tips for writing an about page for a personal brand

Think about your headline

Don’t settle for the bog standard ‘About us’ to introduce your visitors to your business. Have a play around. Jot down a few ideas.

Remember, a headline is prime real estate, so use it to give your reader an immediate sense that they’re in the right place. Speak to their situation rather than summarising your CV.

A reassuring first line

Once you’ve got the headline nailed, it’s time to reassure the reader that they’re in the right place.

Straight after the headline, tell them they’ve landed somewhere useful. I’d personally avoid cliches such as ‘you’re in the right place”. Think about what sets you apart from your competitors. Do you specialise in a particular niche? Perhaps you can share a little about what you’re passionate about. In other words, what is your unique selling point?

Your story, angled towards your mission

This is a great way for your reader to get to know you a little better. A good way to introduce yourself is to weave in your origin story and no, I don’t mean your villain origin story. You don’t need your entire life story, just the bit that explains your why.

Here are three questions to unlock the gold you’re looking for:

• Why did you start your business?
• What were you trying to fix, prove or escape?
• What are you trying to achieve now?

Explained in plain English

Don’t underestimate the importance of speaking in plain English. You want the reader to easily understand what exactly it is you do and what you offer.

If you list your qualifications (especially as an abbreviation) make sure you translate them or link to the course or institution. Don’t assume your reader knows what a qualification actually means in practice. If it’s not immediately obvious, tell them why it matters to their problem, not just that you have it.

Include credibility

Remember to include evidence of your experience or expertise. This could be links to publications you are featured in, relevant memberships, or accreditations from governing bodies.

If you have a podcast or have featured in a guest episode — include the link for your readers to listen. If you’ve spoken at conferences, let people know. It all adds to your credibility and lets your potential client know they can trust you.

A clear next step

Don’t let all your hard work on your about page fizzle out. Tell your reader exactly what you want them to do next with a clear call to action. This could be to book a call, browse your work, or get in touch. Use an actual verb, not a vague “learn more.”

If you’re writing an about page for an organisation…

Your mission and vision

Rather than one person’s story, this will be the page to include the bigger “why” behind the company. Think about your company vision and mission. Spend some time mapping out the key moments in your company history. Ask yourself:

• When was the company formed?
• What was the motivation behind the company forming?
• What are the key dates and moments in your brand evolution?

Humanise your brand

This is your opportunity to inject some personality into your company website and show the human-side behind the organisation.

A staff bio goes a long way, even if there are just two of you in your team. Customers increasingly want to know there are humans behind a brand, not just a logo, so include real names and real faces to show the people actually doing the work.

This is also the opportunity to showcase your company culture. Are there any behind-the-scenes snippets you can include? Perhaps you prioritise fundraising for a particular cause? Or do you prioritise CPD through staff learning opportunities?

Everything else — the headline, reassurance, story, clear next step — stays the same shape.

Prove you’re not AI

Here’s the bit that didn’t exist as advice a few years back, but is growing in importance now that AI fatigue has set in. Your reader is now half-expecting your website to be written by AI. Google is also increasingly taking this into consideration when it decides who to trust and rank.

Here are some things to consider:

• Mention something specific and dated — an actual client, an actual year, an actual place — rather than vague “years of experience”
• Say something a competitor couldn’t copy and paste onto their own site
• If it feels right for your brand, a short welcome video does an enormous amount of trust-building in a very small space of time. A copywriter can help you work out the script for this.

Bring it together

So to sum up: A good about page in 2026 does four things:

1. It speaks to your reader’s problem before your own achievements
2. It proves you’re a real person worth trusting
3. It’s short enough that someone will actually finish reading it
4. It ends by telling your reader what to do next

Now go and have another look at your about page and if it’s falling short, contact a copywriter to help get your copy just right. I just happen to know a good one. 😉

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