Writing an About page that earns trust

Your About page is where a stranger decides whether you're a real person worth listening to. It's often one of the pages people check before they sign up or buy. They're not looking for a life story. They're looking for a reason to trust you.

This lesson gives you a simple structure for an About page, with example lines you can adapt. By the end, you'll have a rough draft written and a short list of things to cut.

You don't need to be impressive. You need to be clear and honest.

The short version

• An About page is really about the visitor: who you help, how, and why you're a fair person to help them.
• Use a simple order: who it's for, who you are, why you do this, what to do next.
• Only say true things. Plain and real beats polished and puffed up every time.

What an About page is actually for

Here's the twist. A good About page is mostly about the reader.

When someone clicks "About," they're quietly asking a few questions:

• Is this person real?
• Do they understand people like me?
• Do they know enough to help?
• Can I trust them with my email or my money?

Your job is to answer those questions in plain words. Anything that doesn't answer one of them is probably filler.

A simple four-part structure

You can write a solid About page with four short sections. Each one can be a paragraph or two.

1. Who this site is for

Start with the reader, not yourself. One or two sentences that say who you help and with what.

"This site is for people who want to start a vegetable garden but have a small yard, little time, and no idea where to begin."

The right reader thinks, "That's me." The wrong reader knows to move on. Both are good outcomes.

2. Who you are

Now introduce yourself. Keep it short and specific. Your name, what you do, and the experience that's relevant to the reader.

"I'm Dana. I've been growing food in a tiny backyard for years, mostly through trial and a lot of error. I write down what works so you can skip some of the error."

Notice what's missing: no claims of being the world's top expert, no fancy titles that don't mean anything. Just the relevant truth.

3. Why you do this

People trust people who have a reason. Say yours in a sentence or two. It doesn't need to be dramatic.

"I started because I wanted cheaper tomatoes. I kept going because I like teaching it."

That's enough. Plain reasons are believable. Big speeches usually aren't.

4. What to do next

End with one clear next step. Usually that's joining your email list, reading a starter post, or looking at what you offer.

"If you're new, start with the beginner's guide. If you want a short weekly tip, join the list below."

Don't leave people at the bottom of the page with nowhere to go.

Things that build trust

Small, specific details do more work than big claims. Here are honest ways to show you're real.

• A real photo of you. It doesn't need to be professional. A clear, friendly photo in decent light is fine. If you'd rather not show your face, say so plainly and use something else honest.
• Relevant experience, stated simply. "I've done bookkeeping for small shops" beats "I'm a financial wizard."
• What you don't do. "I'm not a lawyer, so I don't give legal advice" builds trust, because it shows you know your limits.
• A way to reach you. An email address or a contact page. People trust what they can reach.
• Your voice. Write like you talk. If you're dry and blunt in person, be dry and blunt on the page.

The details that build the most trust are small, specific and easy to check.

Things that break trust

These are the common mistakes. Some are just weak writing. Some cross a line.

Weak, but fixable

• Starting with "I was born in..." Nobody needs that unless it matters to the reader.
• A long list of every job you've ever had. Keep only what's relevant.
• Vague words like "passionate," "dedicated" and "results-driven." They take up space and say nothing.
• Writing about yourself in the third person on a one-person site. "Dana believes..." It can feel stiff. First person is usually warmer.

Lines not to cross

• Made-up credentials. Don't claim degrees, certifications or awards you don't have.
• Borrowed authority. Don't show logos of places you were never featured, or hint you work with people you don't.
• Results you can't back up. Don't say "I've helped thousands" unless that's true and you could show it.
• Fake history. Don't invent a dramatic backstory. If it didn't happen, it doesn't go on the page.

What if you're brand new

This is where a lot of beginners freeze. "I don't have experience. What do I even say?"

Say the truth. You can be new and still be useful.

• Be the person one step ahead. "I'm learning this too, and I share what I figure out as I go." That's honest and relatable.
• Share what you've actually done. Even small things count if they're real. "I've built three of these planners for my own family."
• Show your work. Point to your posts or your free resource. Let the work speak.

Being honest about where you are is a strength. People are tired of everyone online pretending to be an expert.

Write it in one sitting, then trim

Here's a practical way to get it done.

1. Set a timer for thirty minutes.
2. Write one paragraph for each of the four parts above. Don't edit yet.
3. Take a break. Come back later.
4. Read it out loud. Anything that sounds like a brochure, rewrite in your normal voice.
5. Cut every sentence that doesn't answer one of the reader's questions.
6. Check every claim. If it isn't true or you couldn't show it, remove it.
7. Add your photo, your contact link and your one next step.

A good About page is often shorter than people expect. A few short sections is plenty.

Keep it current

Your About page isn't carved in stone. Update it when things change.

• Changed what you offer? Update the "who this is for" part.
• Learned something new that matters to readers? Add a line.
• Old details no longer true? Remove them.

Put a reminder on your calendar to reread it every few months. Out-of-date pages quietly chip away at trust.

Do this next

• Write one sentence that says who your site is for.
• Draft the four parts: who it's for, who you are, why you do it, what to do next.
• Read it out loud and rewrite anything that sounds like a brochure.
• Check every claim and cut anything you can't back up.
• Add a real photo or an honest alternative, plus a way to contact you.
• Set a calendar reminder to review the page every few months.

Tell them who you are, tell them the truth, and point them somewhere useful.