Plot twist! Your about page isn’t actually about you
For good reason, your About page is often one of the most visited pages on your website. People want to know who they’re working with, especially for creative businesses where the relationship is just as important as the result.
Whether you’re a photographer, designer, or builder working on luxury projects, your About page is your chance to build trust, connect emotionally, and show why you’re the right choice.
But too many miss the mark. They read like résumés or personal diaries that don’t explain why you matter to your ideal clients. Passion alone isn’t enough — clients want proof that your experience, approach, and values align with what they need.
In this post, you’ll learn why your About page is a make-or-break opportunity, common mistakes that make it fall flat, how to tell your story in a way clients actually care about, and how thoughtful design ties it all together.
Why about pages matter for creative businesses
Creative work is personal. Your clients aren’t just buying a product or service; they’re investing in an experience, a collaboration, and a relationship.
Before anyone books a session, hires you, or commits to a project, they want to feel confident you get them.
Your About page is the place to:
Show who you are beyond your portfolio
Share what drives you and how you work
Build emotional connection and trust
Help visitors decide if you’re the right fit
Allen Brothers Construction, a high-end luxury home builder, uses its About page to introduce its founders and team, highlights its values and experience, and reassures potential clients about the quality and integrity behind every project.
Common mistakes that make about pages flop
Too much “me, me, me” – Listing qualifications or life story without explaining why it matters to clients feels self-indulgent.
Lack of clear structure – A scattered layout can confuse visitors, making it hard to follow your story or understand your value.
No client focus – Failing to address how you solve client problems or what working with you feels like misses the point entirely.
Ignoring the power of design – Thoughtful design ensures that your story, visuals, and key messages are presented clearly and consistently, guiding visitors smoothly through your About page.
Passion isn’t proof
It’s tempting to tell the story of how you fell in love with what you do — the moment you picked up a camera, stitched your first dress, or sketched a drawing. But the hard truth is that passion alone doesn’t prove you’re the right choice.
Clients aren’t invested in your journey; they’re invested in theirs.
Clients won’t choose you because they’re passionate. They choose you because you understand their goals, anticipate their needs, and can deliver the results they want.
Your passion is relevant only so far as you can translate it into something your clients care about:
How does your experience help them avoid headaches?
How your values shape the way you deliver your service.
How your perspective gives them confidence in the process.
Passion might start the story, but proof (results, credibility, and connection) earns the booking.
The ‘so what?’ test
Every detail on your About page should answer one simple question: “So what?”
Ask yourself:
Does this show my experience in a way that’s relevant to my clients?
Does it highlight values or approaches that make working with me easier or more rewarding?
Does it give visitors confidence in my ability to deliver what they need?
What did I learn from this experience that helps me deliver better results today?
Does this image actually communicate value to the client, or is it just nostalgia?
For example, childhood photos of you drawing, building, or dancing may feel cute and sentimental, but they don’t help a client understand why you’re the right professional to hire today. Instead, showcase professional photos that reinforce your credibility, approach, and results. For eg. photos of your team in action, your work environment, or examples of your work.
Here’s how to strike the right balance:
Lead with empathy. Start with what your clients are feeling, experiencing, or needing. This shows you get it.
Share what drives you… with relevance. Instead of listing your life story, highlight moments or values that align with what your clients are looking for.
Show how you work. Give insight into your approach and what it’s like to work with you. This reduces hesitation and builds trust.
Make space for them. Even though it's your story, leave room for the reader to see themselves in it. Your About page should feel relatable, not like a monologue.
Real Examples of Relevance in Action
For Belinda Dorman Photography + Film, this meant highlighting that she’s a mum too — helping parents feel understood and relaxed in front of the camera. She connects her personal experience to her professional work, showing clients why she values capturing authentic family moments.
Belinda Dorman Photo and Film: About page hero section
For Allen Brothers Construction, it meant spotlighting their values around craftsmanship, transparency, and teamwork. Team photos and bios communicate that every member is valued, and the founders’ approach reassures clients that projects are handled with care, integrity, and respect.
Allen Brothers Construction: Meet the Team.
Both examples show how personal details, professional experience, and carefully chosen imagery can be framed to answer the visitor’s unspoken question: “So what? Why should I care?”
The final step to a client-focused about page
Once you’ve crafted a story that’s relevant, relatable, and proof-driven, thoughtful design is the final step. The layout, imagery, and flow of your About page guide visitors through your story, highlight what matters most, and make it easy for clients to see why you’re the right choice.
Thoughtful web design helps by:
Guiding the visitor’s eye through the page in a logical, engaging way
Balancing images and text so your message is clear and approachable
Using brand elements and colour to build recognition, emotional resonance, and enhance key points
Making calls-to-action obvious and inviting, so visitors know what to do next
Belinda Dorman Photography + Film’s About page uses warm, grounded brand colours and a natural layout to move visitors from her story to her values and services. It makes it effortless for clients to connect emotionally and take the next step.
For Allen Brothers Construction, the approach was different but just as considered. We led with the founders in the hero section, because when your name is Allen Brothers Construction, it makes sense to introduce the brothers first! From there, the page flows through a classic Queenslander home image, company values, team introductions, awards, and client testimonials — all balanced to build trust and credibility while keeping visitors engaged from start to finish.
By the time someone finishes scrolling, they’ve absorbed your story, understood your approach, and seen proof that you’re capable — all wrapped in a design that makes it easy and enjoyable to explore.
Your about page is your connection page
Your About page isn’t just a bio or a box to tick. It’s where you build trust, spark emotion, and help your ideal clients decide that you’re the person for their project.
If your About page has a whiff of backstory without the relevance, it’s time to reframe your story to demonstrate why you’re the right fit… then back it up with intentional design.
Think about:
Who is your ideal client?
What do they need to feel confident booking you?
How does your unique story help build that trust?
How your page’s design guides visitors smoothly through that journey
When your About page works, it’s a big step towards “Take my money, I want to work with [insert your name here].”
