If you’re trying to write your About page copy and thinking, “I don’t even know where to start,” I get it. This is the one place you’re expected to describe what you do confidently but without sounding inflated, personal without oversharing, and clear without flattening everything you’ve learned into a generic paragraph. When you’re a solopreneur, your work is also your taste, your judgment, your experience, and your point of view. Trying to translate all of that into a few short sections of copy can feel like trying to summarize a whole person, and sound engaging while doing it because no one wants someone else’s eyes glazing over in the middle of a conversation.

Here’s the conversation I end up having with smart, capable experts all the time: your About page isn’t the place to prove you’re legitimate or capture your entire career. It’s the place to help the right reader quickly understand what you’re about, who you’re for, and why your way of working is worth paying attention to.

One thing that usually helps is to stop writing your About page copy like a biography. Your reader isn’t looking for a timeline of roles and credentials first; they’re looking for a signal that you understand their world.

Your opening About page copy lines matter

Imagine you’re a consultant who helps small businesses grow, and you’ve been describing your work the same way for years. Maybe your current About copy says something like, “I help small businesses grow through strategy and coaching.” It’s true, but it’s also the kind of sentence that disappears the second someone reads it, because it could describe a thousand different people. Meanwhile, your value lives in the details: what you notice quickly, how you diagnose what’s really going on, and the way you help a business owner make decisions they’ve been avoiding.

This is where your opening lines matter more than your bio. Instead of starting with “Hi, I’m ___” and hoping your reader sticks around long enough to get to the good part, start with recognition. Here’s an opening that works well for this kind of consulting work: “Most small businesses don’t need more ideas, they need a clearer diagnosis and a plan they can execute. I help owners find the real bottleneck (offer, pricing, capacity, or sales) and fix it with straightforward strategy and hands-on support.”

Show what it’s like to work with you

You can follow that immediately with what it looks like in your world. You’re still saying “I help small businesses grow,” but the truth is you do something more specific than that. You help owners choose the right priorities, stop bleeding time in the wrong places, and build a plan they can execute.

From there, your About page can do its real job: show your reader what it’s like to work with you. This is where you get to talk about your approach and describe what you do in plain language. Maybe you’re the consultant who doesn’t hand over a glossy plan and disappear, instead you walk them through he entire process, step-by-step. Maybe you specialize in translating big goals into weekly decisions, or you’re especially good at finding the bottleneck that’s holding the business back—capacity, pricing, offer clarity, or a faulty sales process. The more you can describe your work in concrete terms, the less you have to “sell” it. The right person will recognize the fit.

Try this process for your About page copy

If it helps, here’s a simple structure you can give yourself so you’re not reinventing the wheel every time you sit down to write. Think of it as a set of placeholders you fill in with your real language, then refine.

• Start with recognition: state the problem your client faces right now (what’s frustrating, confusing, or no longer working).
• Talk about your work in plain language: what you help them do, without packing it with jargon.
• Share your point of view: one or two sentences about how you approach the problem differently, or what you believe is true that shapes your work.
• Offer a little proof: a short credential, a result, or a pattern you’ve seen across clients that shows you’re not guessing.
• Close with a next step: what you’d like them to do next, in a low-pressure way.

Once you have that skeleton, the next job is specificity. If your About page leads with “I help small businesses grow,” you don’t have to throw it out, you just need to finish the thought. What kind of small businesses? What tends to be stuck when they come to you? What do you actually change first: pricing, offer clarity, sales process, operations, capacity?

Let your clients recognize themselves

A sentence a real client recognizes might sound like, “I help service-based businesses get out of the revenue plateau by tightening their offer, fixing pricing, and building a simple sales process you can implement,” or “I help small teams grow without adding chaos by turning big goals into a focused plan with clear priorities and weekly execution.” The point isn’t to narrow for the sake of narrowing; it’s to make it easy for the right business owner to see themselves in your messaging and think, “That’s exactly what I need.”

Finally, give yourself permission to write the first draft the way you’d say it out loud. If your About page sounds like a suited, corporate version of you, it won’t land. The best test I know is simple: read it to a friend. If you find yourself wanting to apologize, explain, or add a bunch of context, the copy is probably too vague. If you can read it and think, “Yes, this is true, and this sounds like me,” you’re close.

(And, spoiler alert, you can also use your About page copy for your LinkedIn About section.)

Need some help?

If you’d like to see the ways I can help with this—from standalone About page copy to deeper positioning work—my Services Guide lays out all of my packages and pricing in one place. Get the Services Guide here. If you’re ready to work with me, reach out to get the process started!

Or, if you prefer to go it alone, you can get my guide “Words that Attract Clients: A Guide to Writing About You and Your Business.” It’s filled with tips, ideas, and exercises to help you share your value in plain language and highlight what makes you stand out.