If you have ever stared at a blank page wondering how to write an about page without sounding like a resume or a sales pitch, you are in good company. It is the page most consultants put off longest. It feels awkward to write about yourself, and it is hard to know what a stranger actually wants to read.
Here is what we see over and over. A procurement manager at a school district gets a proposal from a security consultant. Before she forwards it to her boss, she opens the consultant’s website and clicks “About.” She is not looking for poetry. She wants to know who this person is, whether they have done this before, and whether they seem like someone she can put in front of a superintendent. Two minutes later, she has decided.
We have written and rewritten about pages for dozens of consultants, experts and small firms. The good news is that the structure is learnable. Here is how to write an about page that does its job, step by step, with example openings you can adapt.
- Your about page is about the client first. Start with who you help and why it matters to them.
- Tell a short, specific story about why you do this work, then back it up with credentials.
- Use real, recent photos. They do more for trust than any paragraph.
- For small firms, introduce the team as people, not a grid of job titles.
- End with a clear next step, such as booking a call, so the page leads somewhere.
Why learning how to write an about page matters
On most consultant and small firm websites, the about page is one of the most visited pages after the homepage. People who click it are interested. They are past “what do you do?” and on to “can I trust you?” That makes it one of your best chances to turn a curious visitor into a conversation.
It also matters for search. Google’s guidance on creating helpful, reliable content talks about showing who is behind a site and why they are qualified. A clear about page helps search engines and AI tools understand who you are. Our guide on AI search optimization explains why that is becoming more important.
Mistakes to avoid when you learn how to write an about page
- Opening with “Founded in 2009, XYZ Consulting is a leading provider of…”
- Writing entirely about yourself, with nothing about the client.
- Listing every certification before telling any story.
- Using stock photos instead of real people.
- Ending with no call to action, so readers simply leave.
If you recognize two or three of these, don’t worry. Knowing how to write an about page is mostly about fixing these habits in the right order.
How to write an about page: the structure we use
Before the steps, here is the overall shape of how to write an about page that works. Almost every good about page for a consultant or small firm follows a version of this order.
- Opening: who you help and what changes for them.
- Story: why you do this work, in a few short paragraphs.
- Approach: how you work and what clients can expect.
- Credentials: experience, certifications, education, notable clients (with permission).
- Photos: real, recent and professional.
- Team (for firms): people with faces and short bios.
- Proof: a few testimonials or recognitions.
- Call to action: a clear next step.
You don’t need every section. A solo consultant might skip the team section. A firm with a long history might give the story more room. But this order works because it answers the reader’s questions in the order they ask them.
Step 1. Open with the client, not with you
The first lines of the page should speak to the reader’s situation. That sounds odd on a page called “About,” but it works. People click about pages hoping to confirm that you are the right fit for their problem. Start there.
Here is the simplest rule for how to write an about page opening: name who you help, the problem they face, and the change you help them reach. Then introduce yourself.
Example openings (generic, adapt freely)
- “School leaders call me when safety plans look fine on paper but nobody is sure they would work on a real Tuesday morning.”
- “Most HR problems at growing companies start small: one unclear policy, one awkward conversation that never happened. We help leaders fix them before they turn into legal ones.”
- “I spent twenty years running operations at manufacturing plants. Now I help owners find the bottlenecks they can no longer see.”
- “We are a three person firm that does one thing well: we help nonprofits prepare for audits without losing a month of sleep.”
- “If you have been told your building is ‘probably fine,’ I am the person who checks.”
Notice what these do. They are specific, they mention a real situation, and they make the reader think “that’s me.” That is the core of how to write an about page that people keep reading.
Step 2. Tell your story with a point
When you work out how to write an about page story, remember it is not your life history. It is the short version of why you do this work and why you are good at it. Pick one or two moments that explain your perspective.
Maybe you were a school principal who lived through a lockdown and decided to help other schools prepare. Maybe you were the HR director who cleaned up after a bad termination and realized most of the damage was preventable. Maybe you were an engineer who got tired of watching good projects fail because nobody asked the right questions early.
Keep it to three or four short paragraphs. Write in first person if you are a solo consultant; it feels more natural and warmer. Small firms can use “we,” with a founder story in first person. When people ask us how to write an about page story, our answer is always the same: be specific, be brief and connect it to the reader.
Story questions to answer
- What did you do before this, and what did it teach you?
- What moment made you start this business?
- What do you believe about your field that others might not?
- Why do clients tend to choose you over alternatives?
Step 3. Explain how you work
After the story, give the reader a sense of what working with you looks like. This is where you reduce the uncertainty that stops people from reaching out.
- Do you start with an assessment, a discovery call or a workshop?
- Do you work on site, remotely or both?
- What kind of clients do you work with most?
- What do clients typically walk away with?
When planning how to write an about page section like this, a short paragraph or a simple three step list is enough. You can link to your services pages for detail. Our guide to consultant website design covers how the about page and service pages should support each other.
Step 4. Add credentials without burying the story
When thinking about how to write an about page, remember that credentials matter, especially for consultants who sell to cautious buyers like school districts, hospitals, law firms or government agencies. But they belong after the story, not before it.
Group them in a clean, scannable section: years of experience, certifications, education, professional memberships, publications, speaking and notable clients (only with permission). A simple list or a few short lines works better than a dense paragraph.
A practical tip on how to write an about page for experts: link credentials to proof wherever you can. Link a publication to the article, a talk to the video, a certification to the issuing body. Mark up your profile with Person schema so search engines connect the dots.
Credentials earn the second look. The story earns the call.
Step 5. Use real photos
Photos are part of how to write an about page, even though they aren’t words. A warm, recent, professional headshot does more for trust than almost anything you can write. Add one or two candid photos of you working, speaking or meeting with clients, if you have them.
Avoid stock images of handshakes and skyscrapers. Avoid the ten year old photo, too. When someone meets you on a video call, you want them to recognize you. Our professional headshot tips explain what to wear, where to shoot and how to brief a photographer.
Stuck on your own about page?We’ll interview you, write the page and design it so it sounds like you on your best day.
Step 6. How to write an about page for a small firm team
If you are a small firm, the team section is where you show that real people do the work. Clients want to know who will actually show up.
Give each person a photo, name, role and a short bio of two or three sentences. Include a human detail or two: what they focus on, what they did before, or why they enjoy this work. Link to fuller bios or LinkedIn profiles where it makes sense.
Team section tips
- Use consistent photos (similar lighting, background and framing).
- Lead with the people clients will work with most.
- Keep bios in the same voice and length.
- Update the page whenever someone joins or leaves.
Knowing how to write an about page for a team is mostly about consistency. A tidy, consistent team section signals a tidy, consistent firm. You can see how we present our own small team on our about us page and on Imtiaz Ahmed’s founder page.
Step 7. Add proof that backs up your words
A few short testimonials or recognitions near the end of the page reassure readers that others have trusted you. Choose ones that support the story you just told. If your story is about calm, practical help in a crisis, pick a testimonial that mentions exactly that.
Part of how to write an about page honestly is simple: only use real words from real clients, with their permission. Logos of organizations you have worked with can help too, but check that you are allowed to show them. Our guide on how to write a case study explains how to gather stronger proof over time.
Step 8. End with a clear next step
Many about pages end with a final paragraph and nothing else. That is a missed opportunity. The reader has just spent a few minutes getting to know you, so invite them to take the next step.
- “Book a free twenty minute call to talk about your situation.”
- “Download our one page overview to share with your team.”
- “Read how we helped a district like yours.”
One clear button is better than three competing ones. This simple habit is the most overlooked part of how to write an about page that brings in work.
Step 9. Edit for voice and length
The last step in how to write an about page is editing. Once you have a draft, read it out loud. Does it sound like you talking to a client over coffee? Cut anything you would never say in person. Remove jargon. Break long paragraphs into short ones. Most about pages land between four hundred and nine hundred words, which is enough to tell a story without testing the reader’s patience.
Then ask someone who doesn’t know your work well to read it. Ask them what you do, who you help and what they should do next. If they can answer all three, the page works. Our website copywriting tips cover more editing techniques.
How to write an about page for different kinds of experts
The structure stays the same, but the emphasis shifts with the buyer. Here is how to write an about page for a few of the consultants and firms we work with most.
Security and safety consultants
Buyers are cautious and often answer to a board. Lead with the environments you know (schools, hospitals, workplaces), give credentials more room than usual, and mention the kinds of assessments or plans you deliver. Calm and precise beats dramatic.
Expert witnesses
Attorneys read about pages looking for relevance and credibility under cross examination. Keep the tone factual, list your areas of expertise clearly, and link to a full CV. Our expert witness website guide goes deeper.
Coaches and trainers
Here the story carries more weight. Explain what you did before coaching and why it gives you insight into your clients’ world. Real testimonials matter more than certifications.
Small professional firms
For accounting, HR, engineering or legal firms, knowing how to write an about page means balancing the firm story with the people. Give the founder note a short section, then let the team section show depth.
If you fit more than one category, pick the buyer who matters most to you this year and write for them. You can always adjust later. That is the practical answer to how to write an about page when you serve more than one market.
How to write an about page: quick template
| Section | What to write | Length |
|---|---|---|
| Opening | Who you help, their problem, the change | 2 to 3 sentences |
| Story | Why you do this work, one or two key moments | 3 to 4 short paragraphs |
| Approach | How you work and what clients get | 1 paragraph or 3 bullets |
| Credentials | Experience, certifications, memberships, publications | Short list |
| Photos | Recent headshot plus one or two candid shots | 2 to 3 images |
| Team | Photo, name, role, short bio for each person | 2 to 3 sentences each |
| Proof | Two or three real testimonials | 1 to 2 sentences each |
| Call to action | One clear next step | 1 button |
Copy this table into a document and fill it in section by section. It is the fastest way we know to get past the blank page when working out how to write an about page.
Quick tip: Write your LinkedIn About section from the same draft, trimmed and adjusted for the platform. Our LinkedIn About section examples show how, and our LinkedIn profile optimization service can do it for you.
Frequently asked questions
How to write an about page if I am a solo consultant?
Write in first person, open with who you help, tell a short story about why you do this work, add credentials and a real photo, and end with a clear call to action. Skip the team section entirely.
Should an about page be in first or third person?
First person usually feels warmer for solo consultants. Small firms often use “we” for the firm and first person for a founder note. Keep third person bios for your media kit and speaker introductions.
How long should an about page be?
Long enough to tell your story and show credentials, short enough to read in a few minutes. For most consultants and small firms, that is somewhere between four hundred and nine hundred words.
What is the biggest mistake when learning how to write an about page?
Making it entirely about you. The best about pages start with the reader’s situation, then explain why you are the right person to help.
Can you write my about page for me?
Yes. We interview you, draft the page in your voice and design it with your photos and brand. Our brand identity design and website services often include this.
Your story deserves a better page
Most consultants are far more interesting than their about pages suggest. Once you know how to write an about page, the process is simple: lead with the client, tell a short story with a point, back it up with credentials and photos, introduce the team, and finish with a clear next step.
If you would rather not write it alone, that is exactly the kind of work we do at Design Fly 24, a New York agency serving consultants and small firms across the US. Have a look at our work, and get in touch when you are ready to talk.
