Crafting an About Page That Connects Emotion to Strategy

When you're building a creative business, there’s one often-overlooked website page that holds more power than most people realize: your About page. This is where you get to speak directly to your dream clients. It’s also your chance to build trust, show them what matters to you, and make them feel like they already know you. But writing an About page that connects emotionally and supports your business strategy? That’s where many creatives get stuck.

What Makes an About Page That Connects?

An About page that connects doesn’t just list your credentials or give a vague overview of your brand vibe. It does something more meaningful. It creates a sense of recognition. It helps the reader feel like they’ve just met someone who gets them, someone they’d love to work with.

The best About pages speak from the heart, but they also serve a purpose. They don’t perform. They invite.

The Problem With Most About Pages

Here’s what I see all the time:

• Creatives who focus so much on aesthetics and mood that they forget to share who they really are.

• Entrepreneurs who treat their About Us page like a resumé and forget to speak to their reader.

In both cases, something important gets lost. When you miss either the emotional or the strategic piece, your About page doesn’t do its job.

Why Most Templates Don’t Go Deep Enough

Sure, there are hundreds of guides out there promising to help you write the perfect About Me page. But they often prioritize polish over depth. They teach you how to sound good, not how to sound like you.

The truth? Your About page is less about impressing and more about connecting.

What to Include in an About Page That Connects

There’s no one right way to structure your page, but there are essential elements every About page that connects should cover:

• Speak directly to your reader. Let them know they’re in the right place.

• Share your "why." Why do you do what you do? Where did it start?

• Lead with values and mission. These form the backbone of trust.

• Reveal who you are behind the business. Personality matters.

• Explain how your background or story informs your approach.

• Set expectations. What’s it like to work with you? Why does that matter?

Consider also linking to key pages like your Contact Us page or product pages to support internal linking strategy and create a seamless journey through your site.

Balancing Emotion with Strategy

Writing an About page that connects isn’t just about vulnerability. It’s also about weaving your story in a way that supports your business goals. When I work with clients on About pages, we start with the why. Then, from there, we build outward, linking their personal story to the services they provide and the needs they meet.

Strategic doesn’t mean stiff. It means intentional.

The Power of Sharing Your "Why"

I’ve seen it over and over again: the moment someone dares to say what really matters to them, their voice comes alive. They stop sounding like everyone else. They sound like themselves.

And that’s when the magic happens. They start attracting the right clients. The ones who resonate with their values, appreciate their perspective, and are especially excited to work together.

The Risk of Hiding Behind the Brand

Early in my own business journey, I tried to sound perfectly professional. I used all the “right” words, the words I'd been taught in every business writing class I'd ever taken, but none of them were mine. So, my About page felt flat. It didn’t reflect my passion, my heart, or the kind of experience I offered.

Once I let go of the script and started writing from a place of authenticity, everything changed. The people who reached out to work with me? They understood me. They valued what I brought to the table. And they were a joy to work with.

What Happens When You Get It Right

An About page that connects brings clarity, not just for your audience, but for you. It gives you the confidence to show up consistently. It sets the tone for every interaction. And it also builds a bridge between your inner why and your outward strategy.

When your page reflects the real you, you attract people who trust you, value your work, and want what you’re offering. It also supports your broader digital presence, from your social media profiles to your product launches.

If You’re Afraid to Get Too Personal

Here’s what I want you to remember: there’s no one right way to show up online. Your quirks, your softness, your fire, that’s what makes your brand magnetic. You don’t have to tell your entire life story. But the parts of you that feel honest, imperfect, or a little unexpected? Those are often the pieces that land the deepest.

So, let this be your challenge to craft an About page that feels like an invitation, not a performance.

Start with a Few Honest Questions

If you’re staring at a blinking cursor, unsure where to begin, try this:

• What do you wish people understood about your work?

• What are you tired of pretending doesn’t matter?

• What drew you to this work in the first place?

• What would you say if you weren’t trying to sound impressive?

Then, use those answers to guide your voice. Your readers will feel it.

Let’s Create Your About Page That Connects

You don’t need to be louder, trendier, or more polished. You just need to be real and intentional. Altogether, your About page can be one of the most powerful tools in your brand toolkit, if you let it be.

So, if you’re ready to write an About page that connects emotion to strategy, I’d love to help. Explore my Brand Writing Services, learn more about me, or reach out directly through my contact form to start the conversation.

Because the most compelling brand story is the one that’s true.