Last Updated on June 2, 2026 by Paula
Your About page is one of the most visited pages on your website. People land there when they’re trying to decide whether to trust you, whether you’re the right fit, whether you understand their world, whether working with you is worth their time and money.
The About page is also one of the pages I see people struggle with the most. Why is it so hard to write about ourselves?! So if you’re struggling, it’s ok! It’s common and it’s good you found this post!
Here is what you need to include on your about page.
A Headline That Speaks to Your Ideal Client
The first thing someone sees on your About page should be a headline that makes your ideal client feel seen. too often I see websites that lead with, “About COMPANY NAME HERE.” And while that’s not terrible, it’s more something to be uses as a placeholder until you come up with the perfect line.
Your About page headline should be doing two jobs. It should tell your visitor they’re in the right place, and it should position you as someone who understands them. A strong About page headline leads with the person you serve and the transformation you offer not your company name. Here are a few examples using the different types of businesses I work with:
- “Helping Faith-Filled Women Break Free From the Lies Keeping Them Small” (life or mindset coach)
- “You Were Not Created to Play Small. Let’s Build the Business God Called You To” (business coach)
- “Whole-Body Wellness Rooted in Faith, Not Fear” (integrative health practitioner)
- “A Safe Place for Every Family in Our Community to Belong” (local community center)
None of these lead with a company name or a title. All of them make the right person feel like they just found exactly who they were looking for.
Keep the headline simple and clear. You can add a subheadline that fills in the specifics like who you serve, what you help them do, what makes you different. But remember to lead with your ideal visitor, not with yourself.
A Professional, Welcoming Headshot
Your About page should have a real photo of you the person behind the business. And if you have team members, your About page is good place to introduce them, though it is definitely ok to have a dedicated Team page for team members.
People buy from people, especially in the service-based and coaching world. Your dream clients want to see your face before they ever get on a call with you. A warm, professional photo, one where you look approachable and confident, starts building trust before they’ve even booked a call with you.
Professional brand photos are always best but not always in the budget. And that is ok! Our phones today can take really nice, quality pictures. So if professional photos aren’t in the budget yet, have your spouse or friend take some photos of you. And check out this post to learn more about adding headshots to your website.
Your Story and Bio Told With Your Community in Mind
This is the heart of your About page, and it’s where most business owners either get it right or go a bit sideways. You want to include your bio here and tell about yourself and also share the story of your business. The mistake I see people make is writing their story as a timeline of how they started their business. What you should be writing is your story in a way that helps your ideal client see themselves in it.
Why did you start this business? What were you frustrated by, passionate about, or called to? What do you understand about your clients’ struggles because you have been in that spot too? Your story doesn’t need to be something dramatic or long. It just needs to be real and relevant to your audience.
As faith-based business owners you have a calling story worth sharing. How God led you here, what you walked away from, what you stepped into. That kind of story doesn’t just make you interesting it helps you attract the right clients to your business.
Who You Serve and How You Help Them
Be very specific about who you help and what you help them do. If you have a mission statement this can be a place you expand on that.
Your About page is different from a services page where you are listing deliverables as well as talking about the benefits of your services. Here you’re painting a picture of the person you work with and the transformation you help them experience.
And the About page is also different from the homepage in that you can go more in depth here. On the homepage, you might have a positioning statement like, “I help Christian moms who are done with the overwhelm and ready to build a business that works around their family”. On your About Page, you go into why you want to work with Christian Moms and how you help them achieve that dream of building a business that fits their life.
The clearer you are about your who you work with and your how you help them, the more your ideal client feels like you wrote this page just for them.
Your Credentials and Experience
This is what a lot of people forget to include but it’s important to building trust not just with your human visitors but also with Search and AI visitors. And please don’t worry! You don’t need a formal degree or a long list of certifications for people to trust you, but if you have those things, you should include them.
Here are some things you should consider including in this section: years of experience, client results, specific training or programs you’ve completed, industries you’ve worked in, problems you’ve solved firsthand. Life experience 100% counts. What matters is that your visitor walks away understanding why you know what you know.
Don’t bury this section at the bottom of the page. I like to include it right after the sections on your story and who you serve. Remember your expertise is not an afterthought it’s a important trust signal. And in 2026, Google’s quality framework places real weight on author credentials when evaluating whether your content is worth ranking. Your About page is a direct input into that evaluation.
Social Proof
Testimonials, media features, podcast appearances, and client results all belong on your About page too. This is your social proof section, and it does something your words alone can’t. You see anyone online can say that they can do anything whether they can or not. So sharing what other people have said about working with you carries a lot more weight.
If you’ve been featured on podcasts or in articles, add an “As Seen In” section with logos or links. If you have a powerful client testimonial, put it here, not just on your services page. A few specific, results-focused testimonials are worth far more than a dozen vague ones.
If you don’t have any features or testimonials yet, please don’t worry! We all start with zero. Now you know, that you should be working toward getting those things.
Your Values
For faith-based business owners, values are really a great addition to your About page. They make it clear what you stand for so that you can attract clients with similar values. People today want to spend their hard earned money with others who share similar beliefs and support similar causes. And this can be a wonderful way to start connecting with your audience.
Your values inform who you are and how you do business. And while I encourage clients to include them on their websites, your values shouldn’t just be a list on your About page. Be sure that the values you hold dear are reflected throughout your website copy, social media captions, emails and anywhere else you are online.
That consistency will help create trust with your community as they see the same message everywhere.
A few ways to weave values into your About page naturally:
- A sentence or two in your story about what drives your work
- A short “What I Believe” or “Values That Are Important to Me” section with three to five core values
- Language throughout your copy that reflects your faith without being preachy
You don’t need a separate section with a header that says “My Values” if that doesn’t feel like you. Sometimes it can be the thread running through everything else on the page and your ideal client will still come away understanding what you believe in.
A Clear Call to Action
Every page on your website should tell visitors where to go next, and your About page is no exception. Someone who has just read your story, connected with your mission, and decided you might be the right person for them needs to know what to do with that feeling.
Point them somewhere specific. Book a discovery call. Read a blog post that solves a problem they’re dealing with. Download your free resource. Whatever the next logical step is in your client journey, make it easy to take from your About page.
One strong call to action is better than three competing ones. Pick the most important next step and lead them there.
Your About page isn’t just for your human visitors. Google’s quality raters look at About pages specifically when evaluating whether a website has real expertise and trustworthiness behind it. A well-written About page that clearly identifies who you are, who you serve, and why you’re qualified is one of the most impactful things you can have in place for both search visibility and conversions.
It’s not just a nice-to-have page on your website. It’s one of the most important ones.
