For a long time, the About page was treated like a résumé or a tidy timeline of achievements and polished mission statements. Efficient, but empty… and at this point, pretty ineffective.
I think it can be something different.
A good About page feels like sitting down at someone’s kitchen table. You can tell what kind of house you’ve entered by the smell of the tea, the pace of the conversation, the warmth in the air.
You don’t need to perform expertise here or announce what you’re selling unless you feel like it, but you do have the rest of the site to show your stuff. Instead, let this page feel like a conversation. A small act of welcome. Tell me why you care. Tell me what keeps you curious. Tell me what you’re tending and what you’re learning from it.
When you write this page from that place, it becomes more than a bio. It becomes an invitation toward your work for those who resonate with it, and makes it clear to people who aren’t the right fit that they’d be better served looking elsewhere.
A Few Ideas to Bring The About Page to Life
1. Begin with warmth.
Skip the tagline and start like a human. Imagine someone just arrived at your garden gate.
“Hi, I’m Mara. I build slow websites for people who care about soil, story, and staying small.”
“Welcome. I’m Taye. I make herbal vinegar blends and small-batch goods inspired by what’s growing around me.”
A simple, relational opening immediately softens the tone.
2. Tell your story like a path, not a pitch.
Instead of listing credentials, tell a small story about how you got here. What changed for you? What did you notice? Take up space and be a guide for others who are learning how to do that. Be human!
“I used to work in marketing, writing copy that felt hollow. Now I help small businesses write words that feel like real conversations.”
“After years of chasing growth, I started tending the quiet edges of my craft and realized that’s where the real life was.”
Keep it human. Let people feel your journey, not just read it.
3. Name your values and relationships.
Who are you in service to? What web are you part of? Mention mentors, communities, or the land that shapes your work.
“I’ve learned from the gardeners, mothers, and artists who taught me how to make beauty out of what’s already here.”
“This work is rooted in gratitude for the land I live on, and for those who’ve tended it long before me.”
This gives your work roots. It moves your About page from individualism to interconnection.
4. End with an open door.
No “calls to action.” Just an invitation. A gentle way to keep the conversation going.
“If you’re tending something small and meaningful, I’d love to hear about it.”
“If you’re thinking about expanding your reach for the next event you host, reach out.”
Copy Template (for your next rewrite or redesign!)
Here’s a loose, base structure to guide people writing their own living About page. Feel free to expand or contract, whatever makes sense for you. The blank page is sometimes the hardest part, so I hope this helps.
[Warm greeting — name, tone, energy]
Hi, I’m [name]. I [what you do in plain language], for people who [your people].
[Your story — in 2–3 sentences]
I used to [what you used to do / believe]. Then I [what changed]. Now I [what you do differently].
[Your roots — your values, teachers, or relationships]
My work is shaped by [land / mentors / community]. I believe in [your core value].
[Your invitation — relational closing]
If you [type of person or project you want to connect with], I’d love to [hear / collaborate / hold space].
~
Your About page doesn’t have to impress anyone. Share, connect, and be.
When it’s written from that place, the cool thing is that it stops being only a page about you, and becomes a place where others feel seen.
