How to Write an About Page That Wins Clients (With a Template)
How to write an about page that doesn't sound self-centered but answers your client's most important question – with structure, examples and a simple template.
The about page is underrated. A lot of people treat it as a chore, spend ten minutes on a few sentences about their career, and move on to the next task. Yet it gets read more often than you'd think, often right after the home page, and it decides whether someone hires you more often than you'd like. The catch: a good about page isn't really about you in the first place.
The most common mistake: about you instead of about the client
Most about pages read like a résumé in prose: born, studied, first job, second job, freelance today. Factually correct and almost worthless to the reader. Because anyone who lands on your page is quietly asking one question: "Can this person help me with my problem?" A page that just runs through your career doesn't answer it.
The fix is to flip the perspective. Not "who am I?" but "who am I here for, and for what?". Your career doesn't disappear in the process, it just changes role: from the content to the proof. It explains why someone can trust you with exactly this problem. Writing about yourself means writing about the work you do for others.
How to structure a strong about page
A page that wins clients almost always follows the same order, four parts that build on each other:
- Opening: who you help. The first sentence answers the reader's question directly, no run-up. Who do you help, and with what?
- Proof and competence. Now your career steps in, but as evidence: roles, specialization, a concrete result. Why you specifically?
- A personal touch. A sentence or two showing there's a human behind it, not an agency template. How you work, what matters to you.
- A clear next step. Say what should happen now. An about page with no next step throws away the exact moment someone is convinced.
In that order you walk the reader from their question through your proof to the action, without making them piece anything together.
Before / after: the first sentence decides
The opening sentence carries almost all the weight. An illustrative example, the same person, written once weakly and once strongly:
Before: "I'm a passionate designer with over ten years of experience and an eye for detail." This could sit above a thousand other profiles. It says nothing about who he works for or which problem he solves, and "passionate" is a claim with no proof.
After: "I help B2B software teams turn complex products into interfaces customers can use without training." Suddenly the right reader knows immediately: that's me, that's my problem. The second sentence doesn't include more people, it includes the right ones, and that's the whole point of the page.
Tone: professional but human
You don't have to choose between credible and likeable, they go together. Write in the first person, it lands more directly and honestly than a distant "John Miller is an experienced…". Stay concrete: instead of "broadly experienced", name the two or three areas where you're genuinely strong.
And cut the filler. Words like "passionate", "innovative" or "solution-oriented" cost nothing and prove nothing, anyone can claim them. Replace them with what would back them up: a project, a result, a way of working. Someone who writes "I reply within one business day" sounds more reliable than anyone who simply calls themselves "reliable". How you want to sound overall hangs on your positioning as a consultant: the clearer that is, the easier the tone comes.
A simple template
If you don't know where to start, fill in these four sentences. It's deliberately plain, a scaffold, not a finished text, that you then put into your own words afterward:
I help [target audience] [result or problem you solve]. Over the past [time period] I've [proof: projects, roles, a concrete result]. What matters to me is [your way of working or your standard]. If you're [the reader's typical situation], [next step: message me / let's talk].
Filled in, that might sound like this (again, as an example): "I help self-employed coaches structure their offers so that intro calls turn into clients. Over the past five years I've worked with more than forty coaches. What matters to me is that you end up with an offer that feels right to you. If you're refining your offer right now, message me." Four sentences, and the most important question is answered.
Your about page online in minutes
A good about page only helps if people can reach it, and if the reader knows where to go afterward. That's exactly what profilo is for. You drop your text into a bio module on your own page at profilo.so/yourname, next to a photo, because a face builds trust no sentence alone can replace. And right below it, a contact module with an email button, so the "clear next step" isn't just stated but clickable.
You don't have to start from scratch: upload your CV, and profilo auto-fills your roles and focus areas into the right modules, a solid starting point you then shape into your about text. Publishing means the page goes live under your name, for free and without a line of code. For how it fits into your wider presence, see the post on personal branding.
Conclusion
The best about page doesn't sound like self-promotion, it sounds like an offer: it answers the quiet question "can you help me?", backs the promise with your career, and ends by saying clearly what to do next. Flip the perspective from yourself to the reader, cut the filler, and put it somewhere the next step is only a click away. That's all it takes.