Why Your ‘About’ Page Might Be Doing Too Much (Or Not Enough)

Your About page is one of the most visited, and potentially the most misunderstood, pages on your site.

If you’re a wellness practitioner or nonprofit founder, chances are you’ve put a lot of thought into your work. But when it comes time to write about yourself? It’s either a flood of personal details - or barely anything at all.

Here’s the truth: your About page isn’t really about you. It’s about the people you’re here to serve, and helping them understand why you’re the right one to help.

Let’s look at a few ways your About page might be off-balance and how to bring it back into alignment.

You’re telling your whole life story (while losing your reader)

Yes, your path matters. But too much backstory, especially without a clear connection to what you do now, can make visitors tune out. Focus less on chronology, more on purpose.

Try this: Share just enough of your story to build trust, and then shift the spotlight to how your experiences help the people reading.

You’re not saying why you do what you do

A list of credentials or services might feel professional, but without heart, it can come off as distant. People want to know what moves you. Why you care. Why this work matters.

Try this: Include a short paragraph that connects your values to your mission. Something honest, not overly polished. It makes a difference.

You’re missing a call to action

Your About page isn’t a dead end, it should guide people to what’s next. Whether that’s booking a session, exploring your services, or simply reaching out, give them a gentle next step.

Try this: Add a short sentence like, “Curious if we’re a fit?” or “Explore the ways we can work together” and link it to your contact or services page.

You’re not showing your face (or personality)

For small, service-based brands, trust starts with a sense of you. A warm photo, a few quirks, a line that makes someone smile these all go a long way in building connection.

Try this: Use a real photo. Write like you speak. And don’t be afraid to include one personal touch, like how you take your coffee or what grounds your work.

You’re overthinking it

The About page can be one of the hardest to write because it feels personal. But it doesn’t have to be perfect it just needs to feel true. You can revise it. You can grow with it. Just start with something honest and useful.

Try this: Ask yourself, “If someone only read this page, would they understand who I serve, why I do it, and how to take the next step?” If yes, you’re on the right track.

Need help shaping your About page?
Whether you’re starting from scratch or editing what’s already there, we offer writing support and website audits to help you tell your story clearly without losing your voice.