Have you ever tried to write about yourself as a business? Tried to write a bio or about what you can offer without cringing? Yeah, it seems almost impossible to achieve this. However, it’s important that you get this right when creating an “About Me” page for yourself and the services that you offer.
As a self-employed professional, it’s arguably one of the most important pages of a website; it’s what provides visitors with a snapshot of you, a first impression, and what they can expect if they are to use your services. It helps to build trust, which can lead to potential business. As a result, it can often be one of the most-visited, making it essential to get it right.
In the UK, we – rightly – want to know what we can expect before paying for something. It’s all about trust in the end; if we have a good feeling about a business based on what we’ve read, then we are more likely to part with our money and make a purchase. Treat your “About Me” page as a mini-review of yourself, highlighting what you bring to the table and how you can be trusted to do so in a clear manner.
Continue to read this SelfEmployed360 guide, as we’ll detail everything you need to know and should include to create an effective “About Me” page. We can’t promise you won’t still cringe when it comes to writing one, but we do promise it’ll be an effective one that won’t leave your potential customers disappointed!
What Your Future Clients Are Really Looking For
We know the main reason people visit your page; hopefully, they’re ready to purchase your products/services. But what are they really looking for in the “About Me” section? What are they trying to find out and learn?
As noted above, an “About Me” section should be used to provide visitors with an overview of you and/or the business. It should outline everything that can help to facilitate and build trust.
It doesn’t necessarily have to feature a personal history, but including your professional background is highly beneficial. Potential customers want to know about your background and experience, as this can give them a general sense of the quality they can expect. As consumers, we would rather be afforded a sense of straightforwardness, reliability, and warmth than be sold with flashy claims or lengthy CVs.
When writing the “About Me” page, it’s a good idea to establish the right tone in its presentation. Think about writing for them, not yourself. Consider the questions that visitors may have about you and how you can help them, then offer them the solution.
Examples of strong first impressions can be as follows:
- “As a seasoned content strategist and copywriter, I help brands craft compelling stories that drive customer engagement and boost conversions. My work is rooted in understanding audience psychology and delivering clear, persuasive messages that resonate across channels.”
- “With over 8 years in digital marketing and SEO-focused writing, I specialise in creating high-impact campaigns that increase organic traffic and amplify brand voice. I combine creativity with analytics to deliver measurable business growth for clients.”
- “I am a passionate storyteller and marketing consultant who believes in the power of authentic communication. By merging data-driven insights with creative flair, I help companies build meaningful connections with their audiences and stand out in crowded markets.”
Compare that to the following ‘weak’ statements:
- “I write content for websites and help with marketing. I like working with clients.”
- “I do some marketing and write articles. I try to make things interesting.”
- “I’m a writer and marketer. I do my best to help companies get noticed.”
The strength and impact between the two are self-explanatory.
The Five Building Blocks of an Effective Page
When creating your “About Me” page, we recommend following a five-step plan to maximize its effectiveness.
By following the building blocks outlined below, you can ensure that your page answers all the questions visitors have about you and your product/service. They will leave without being left confused, which can help encourage them to part with their money and pay for your services, as they will have trust and confidence in your ability to deliver.
Your Headline and Opening Lines
The first step is to capture the immediate attention of visitors. To achieve this, provide your page with a headline and create a strong impression from the outset. Answer the very first question that a visitor will have: “What can you offer me and how can you help?”
As we highlighted before, use one of the strong examples that can create a hook and interest readers. Present the value you bring by detailing your experience and providing answers to the questions they have immediately. Remember, people in the UK prefer straight-to-the-point answers; we don’t want to go around the houses to find the answers we’re looking for if we don’t have to.
A quick example could be:
“Bringing 8+ years of expertise in digital marketing and SEO-driven content creation, I craft strategic campaigns that boost organic reach and strengthen brand identity. By blending innovative storytelling with data analysis, I help clients achieve tangible growth and lasting audience engagement.”
Your Story – Professional, Not Personal Diary
The next step to creating an effective “About Me” page is to provide your experience and professional story. It’s essential to focus on the key points and how customers can benefit, rather than detailing the steps that led to your current position and the rationale behind your actions.
Continue to focus on answering the questions that customers have by providing them with the solutions. Tell them how you can benefit them and what you can bring to the table. Do it in a professional manner, using a confident tone but ensuring you don’t overdo it.
It can be beneficial to include a few personal details, as this helps build trust with visitors. Providing information that fosters a sense of relatability can help you appear more trustworthy, which in turn encourages people to make a purchase. Still, make sure the information is relevant and isn’t included just to try and be boastful; arrogance can be a turn-off for many, while others may view it as an exaggeration, leaving you to oversell yourself.
Credibility and Proof
Your “About Me” page is the perfect opportunity to showcase your credentials and demonstrate your credibility as a professional. It’s arguably the most important part, as this can help build trust instantly with visitors.
If possible, you can include aspects like reviews and testimonials from previous clients on this page. These can do more positive marketing for you and your business than anything you can share yourself. The power that other people’s voices and views have about their experiences with your product can be all that some people need to make a purchase.
In this section, it may also be worth briefly mentioning how you will protect clients, such as by handling their data securely. You can highlight how you follow the GDPR laws in the UK when quotes are made, such as keeping potential client data (including phone number, email address, and address) safe and stored securely. Once again, this can help to build trust in your professionalism and your business.
Tone, Personality, and Visuals
We’ve mentioned it a few times, but we cannot stress the importance of having the right tone of voice on your “About Me” page. You need to sound confident about your business’s ability to provide the solution that visitors are looking for, but you cannot sound arrogant or appear to exaggerate.
Balance the tone of your words with professionalism and authenticity. Write in a way that explains how you would carry out the task by detailing your expertise, but in an authentic way that doesn’t appear to talk down to readers.
It can be a good idea to include a photo of yourself (and your team) on your “About Me” page, as this can help build confidence and trust with potential clients, especially if networking events aren’t always possible to attend. If they can see that you are a real person, they may be more willing to work with you. Some make judgments based on appearances; they may receive a good vibe from what they see. Still, ensure it’s as professional as possible and shines you in a business-like way.
Call to Action and SEO Touches
At the end of your “About Me” page, encourage readers to reach out. Provide a friendly call-to-action, such as a button that allows them to book a call, request a quote, or contact you with any further questions.
It’s important to have this page SEO-optimised. Include specific keywords related to your business, the services you are offering, and the expertise you have to help the page rank highly on search engines.
Mistakes to Avoid (and Quick Fixes)
The following are common mistakes that can be made when making an “About Me” page. However, many quick fixes can be applied.
- Too much “me”, not enough “you” – provide answers that benefit the reader as a potential client.
- Buzzword-heavy or corporate-sounding – tone the language down and speak like a person; maintain an air of professionalism, but keep language easy to understand.
- Out-of-date or inconsistent information – keep updating the page frequently and follow our breakdown to stay consistent.
- No clear contact or next step – Ensure there is a CTA at the bottom of the page.
- Oversharing or sounding unprofessional – Keep language neutral and only offer information that is straightforward and to the point.
Keep It Working: Maintenance, Metrics and Next Steps
The “About Me” page should be considered one of the main pages of your website. Think of it as the “heart” of your website, as it can be a huge part of why your business is successful or not. Don’t overlook it, as this is where many will go, especially if they like the product/service you are offering.
Keep reviewing the page by using analytical tools. This can help you assess how successful things are going and whether any changes are needed. For instance, you can measure the time that is spent on the page, click-through rates, and other key aspects.
As a general rule, we recommend reviewing the page every six to twelve months, depending on the nature of your business. If a major change occurs that is related to your business, please update this page promptly.
Your “About Me” page can be one of the keys to success in your self-employment journey; ensure it works as hard as you do to make your business as successful as possible.
