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 when it comes to creative businesses where the relationship is just as important as the result.
Whether you’re a photographer, designer, or even a 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 About pages fall flat. They read like résumés or personal diaries that don’t explain why you matter to your ideal clients.
In this post, you’ll learn why your About page is a make-or-break opportunity, common mistakes to avoid, how to balance your story with client needs, and why web design strategy is the secret sauce to making it all work.
Why the About Page Matters (Especially for Creative Businesses and high-ticket services)
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
Example: Belinda Dorman Photography + Film
Brisbane family photographer Belinda Dorman shows clients she’s not just a photographer, but a mum who understands the chaos and beauty of family life. This emotional connection encourages clients to say yes.
Example: Allen Brothers Construction
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 Fall Flat
Too much “me, me, me” without connection. Listing qualifications or life story without explaining why it matters to your ideal client feels self-indulgent and unhelpful.
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. Even A-grade professional copy can fall flat if it’s trapped in cluttered or uninspired layouts.
How to Blend Your Story With What Your Clients Need
Your story is powerful—but it needs to be told with your client in mind.
The trick is making sure every detail serves a purpose. Ask yourself:
“So what? Why should they care?”
This simple check helps you shift the focus from you to how your story builds trust, understanding, and connection.
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.
For Belinda, this meant showing she’s a mum too—which matters, because it helps parents feel understood and relaxed in front of the camera. It also signals that she genuinely values the kind of family photos she creates for her clients. Instead of shying away from her professional background in another industry, Belinda joins the dots of relevance—vet → motherhood → community → creativity → family photography.
For Allen Brothers Construction, it meant spotlighting their values around craftsmanship, transparency, and the team. Their clients need to feel confident they’re working with people who will deliver with care, clarity, and deep respect for both the homeowners and their home. The team photos and bios demonstrate that every member of the team is valued, not just the founders, and not just the boys on site. By quietly including each team member’s length of employment, Allen Brothers communicates a culture of integrity, loyalty, and respect.
Allen Brothers Construction: Meet the Team.
Why Design Strategy is the Secret Sauce
This is where many people miss the mark. You can have beautiful photos and smashing copy, but if the layout is confusing or overwhelming, your message won’t land.
Thoughtful web design helps by:
Guiding the visitor’s eye through the page in a logical, easy and engaging way
Balancing images and text so your message is clear
Using brand elements and colour to build recognition, emotional resonance and enhance the message
Making calls-to-action clear and inviting so visitors know what to do next
Belinda Dorman Photography + Film’s new About page uses warm, grounded brand colours and a layout that flows naturally from her story to her values to her services. It makes it easy for visitors to connect emotionally and take the next step.
Of course, not every About page needs to look or feel the same. For a builder like Allen Brothers Construction, the strategy 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, we set the scene with a classic Queenslander home image to subtly ground the business in Brisbane. The rest of the About page balances striking imagery with company values, team introductions, awards, and client testimonials to build trust and credibility while keeping visitors engaged from start to finish.
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 feels like a “meh” experience, it might be time to rethink your story and your site design.
Think about:
Who your ideal client is
What they need to feel confident booking you
How your unique story helps 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 “I want to work with him/her.”
