About Pages
While about pages are an opportunity to humanize you and share a bit more about your story, ultimately they’re not really about you. They’re about how you can help serve your customers, with a bit more emotion than the rest of your site.
The about page’s job
Building bridges by answering your visitors questions like:
Who are you?
Are you trustworthy?
What are you about?
What experiences/perspective do you bring to the table and how do they benefit me?
Do you align with me & what I’m looking for? (in terms of values and vibe)
Not the about page’s job
Talking about yourself and only yourself, avoid the following:
To tell your life story* (*probably— if this is a super personal website or you’re writing a memoir or something like that there may be a time and a place for it but 98% of the time it’s self indulgent and not needed)
Filling the entire page with “I”, “me”, and “we” statements instead of framing statements around how it benefits your visitors.
Losing sight of your brand and copy strategy. While the about page does have more room for emotion, BTS, and breathing room than say a product page or a booking page— you’re still selling and it’s important to stay aligned.
What kind of things are included on an interesting & effective about page
Value Prop
Who you are, what you do, and why you do it. Keep it simple and make it clear & obvious.
A relevant story or anecdote
Sharing a personal story describing what got you into the field you’re in and why you started your business can build trust and humanize your brand. Including things like what problem you’re solving, why it matters, and why you’re the best person to solve it show your unique perspective and build credibility.
Share your values
Whether you’re committed to sustainability, equity, exploration, transparency, or anything else—share your social/environmental responsibility efforts. People love to work with people who stand for something and whose value they align with.
Credentials & social proof
Certifications, brands you’ve worked with, awards, testimonials, or stats highlighting your accomplishments (like how many paintings you’ve delivered, clients you’ve served, how long you’ve been working, or the impact of your work.)
Showcase you, your team, and your workspace.
Adding pictures is a sure-fire way to humanize your business, it creates familiarity and builds trust in a way that words don’t. Consider introducing you and/or your team with pictures and brief bios that show everyone’s personality. These don’t need to be professional studio photos, friendly and authentic images of your people, workspace, and workflow are super valuable and go a long way to create context around everything else you’ve shared.
