Ah, the ol’ About Page. Probably the most awkward page I’ve ever written.
The first time I did mine, it was basically a resume copy-paste. Third-person bio, list of credentials, weird flexes like “featured in XYZ.” It sounded like I was trying to impress a hiring manager, not connect with a real human.
And that’s the problem a lot of folks run into. We think the About Page is supposed to be… well, about us. But here’s what I learned after redoing mine a dozen times:
Your About Page isn’t about you, it’s about them trusting you.
Start With Their Story, Not Yours
Sounds backwards, I know. But the first thing your reader wants to know is:
“Can this person help me?”
Not “where you went to school” or “how long you’ve been in the industry.”
So now, I open mine with something like:
“You’re not here because you care about my life story. You’re here because you’re tired of Googling the same advice over and over and still feeling stuck.”
It’s like saying, “I see you.”
Only after that do I segue into my background—because now they care. Now they see I get their problem.
If you’re working on making your entire storefront feel more trustworthy, start by customizing your Payhip storefront to look professional and sell more. Consistency across your pages builds trust.
Ditch the Corporate Voice
For the love of coffee, don’t write your About Page like it’s a press release.
I tried that once and it flopped. Bounce rates were sky-high. When I switched to a first-person, slightly goofy tone—something more like “Hey, I’m Jamie. I help solopreneurs make content that doesn’t suck”—my conversions jumped.
People don’t trust brands. They trust people. The more you you can sound, the better.
You can even throw in a fun fact or two. I mention my obsession with iced lattes and that I once cried during a Pixar short. That stuff’s sticky. It’s what people remember.
Want more ways to reinforce authenticity? Try adding testimonials and reviews to your store. It’s a powerful way to show—not just tell—people why they should trust you.
Use Real Photos, Not Stock Stuff
One of my clients had a gorgeous About Page with perfect layout, but stock photos of “smiling team members.” It looked professional… and fake.
We swapped in real photos—her messy desk, her dog laying across her keyboard, her laughing during a Zoom call. Suddenly, people started responding like she was a person, not a brand.
Trust is visual. If you’re solo, show your face. If you’re a team, show your real team. Bonus points if you add a caption that makes people smile.
Also, if you’re serious about creating a personal connection, don’t forget to add custom branding to your store. It gives your About Page and entire site a unified, human feel.
Add Micro-Stories That Create Connection
Don’t just list your achievements. That’s boring.
Tell a quick story that gives context. Like:
“I started this site after getting laid off in 2016. I had $87 in my account and no clue what I was doing. But I did have a laptop, a lot of late nights, and a stubborn streak.”
That kinda stuff builds emotional connection. People trust people who’ve been through stuff—especially if they’ve come out the other side with lessons to share.
Include Trust Builders (Without Being Braggy)
You still need to show why they should trust you, but you can do it without sounding like a robot. Here’s what’s worked for me:
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A short list of clients or features (“Seen in Forbes, Zapier, and The Muse”)
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Screenshots of real testimonials
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Stats that show your impact (“Over 3 million words written. 1,200+ students helped.”)
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A quick mention of relevant creds—but only after showing empathy
And if you’ve got a cool origin story? Tell it. But make it short. This isn’t a memoir.
End With a Clear Next Step
Most people forget this! I used to just say “Thanks for reading” and leave it at that. But if someone made it all the way to the bottom of your About Page, they’re interested. Don’t let that momentum die.
Now I end mine with:
“Still here? Awesome. Grab my free content calendar template and let’s get your strategy moving.”
Or:
“If you’re nodding your head, book a free discovery call. Let’s talk.”
Simple. Inviting. Zero pressure. Just giving them a door to walk through.
Conclusion
Writing a trust-building About Page isn’t about perfection, it’s about presence. Show up like a real person. Be relatable, not resume-worthy. Lead with empathy, sprinkle in some proof, and talk like you would to a friend over coffee.
Because at the end of the day? People don’t connect with bullet points.
They connect with you.
