Content Website About Page Layout Guideline

Build Credibility With Your Story

Your About page is one of the most important trust-builders on your entire content website. Many of your visitors will be discovering you, and your work, for the very first time. They’re just getting to know your expertise, so this page needs to help them feel confident about why they should trust you and your content. 

Whether you run a blog, podcast, video channel, or a mix of all three, your About page tells new visitors who you are, what you stand for, and what makes you worth following. A clear, well-crafted About page builds credibility, showcases your expertise, and shows people exactly why your content is worth their valuable time.

It’s time to build a foundation for the relationship you will have with your audience.

I’ve created a Craft Your About Page Story: Fill-In Worksheet to accompany this guideline. Read through this article and then utilize the worksheet to take the guesswork out of making an impactful about us page.

Know Your Audience First

Before you write a single word, we need a clear view of who you are talking to. 

• Who is your website visitor and why is your content important to them? 

• What’s their relationship with your content? 

  • Are they beginners? 

  • Business owners? 

  • Curious hobbyists? 

  • Experts looking to level up their skills?

• What do they care about most? 

Your About page should show that you understand their challenges and that your content is built to help them solve real problems.

Start Here: Defining Your Audience to create a bulletproof way of ensuring your website connects with your audience. 

About Us Sections to Include

Use this combination of sections as the building blocks for your About Us page. 

An Introduction that Creates a Connection 

Your intro needs to make a huge impact by creating a clear connection with  your audience. It should define who you are, who you are speaking to, and how it is going to benefit your content consumers. 

Let’s look at some examples to get your creative thoughts flowing. 

Home Decorating Blog Example:

"Welcome! I’m Emma, a lifelong home design enthusiast here to help everyday homeowners create beautiful, functional spaces on a budget. If you’ve ever stood in your living room wondering where to start — you’re in the right place. Let’s turn your house into a home you truly love, one project at a time."

Superhero Movie Review Podcast Example:

"Calling all fans! We’re Sam and Casey! We grew up on comic books, are avid movie watchers and are your go-to crew for all things superhero cinema. Whether you love discovering Easter eggs, debating plot twists, or ranking your favorite heroes (and villains), this podcast is your new super-powered hangout. It’s time to assemble and hit play!"

Parenting Website Example:

"Hi, I’m Alex, a mom of three, former teacher, and your go-to resource for real-world parenting. This site is for anyone who wants practical advice with a side of humor and zero judgment. 

If you’re craving realistic tips, relatable stories, and a reminder that you’re doing better than you think — you’ve found your village.  Because there’s no manual for raising kids, but here’s the next best thing."

Build a Connection: Start by brainstorming answers to the questions, “Who are you?” and “Why your audience should care?” Choose the strongest answer and that will be the heart of your intro paragraph. Don’t be afraid to have fun with it. The more engaging and relatable you sound, the stronger the connection you’ll build with your audience.

Write it out: Answer the questions above and write an engaging introduction that makes a true connection with your audience.

Your Story

When crafting your story for your About page, think of it as a conversation. You’re letting visitors peek behind the scenes to see who you are, what drives you, and how you can help them. Touch on these key points to make your story compelling and clear.

What to Include:

• Who You Are: Share who you are in a way that feels authentic and relatable.

• Why This Content Matters to You: Explain why you care about this topic. What inspired you to create this site in the first place?

• Your Expertise: Build trust by highlighting your experience or unique perspective that makes you the right person to share this content.

• Why This Topic Matters: Help readers see the bigger picture of why this topic is important right now.

• What Needs Does It Address: Talk about the pain points or problems your audience faces and how your content helps solve them.

• How It Helps Your Audience: Make it clear how your content will improve their lives, answer their questions, or make something easier.

• Why Should They Care: Connect the dots on why they should stick around and trust you.

• What Solutions You Offer: End with a clear takeaway: what can your audience expect to gain by following your content?

Pro Tip: Keep your tone warm and conversational. A good story is honest, human, and shows your passion. When you connect these pieces well, your audience will feel like they know you and that’s exactly the trust you want to build.

Worksheet: Use the Craft Your About Page Story: Worksheet as a starting place to create your tailored About page story.

Meet the Content Creator(s) Section

For a content website, the content creators are the experts. Showcasing them helps build trust and credibility with your readers. If you’re a solo creator, your entire About Page should naturally highlight your expertise and story. Give your readers a human connection by including a dedicated spot with a photo and a short bio or message so visitors can connect with the real person behind the content.

If your website features multiple creators, use your story section to explain how your team or contributors come together to create valuable content. Then add a dedicated area that highlights each creator. Depending on how many people you feature, you can:

• Add a section with short bios for each creator directly on your About Page.

• Or, include a callout that links to a separate “Meet the Team” page with full creator bios.

Pro Tip: Keep individual author bios short on each blog post by linking them to your main creator bios page or About Page. This keeps your posts clean while giving interested readers a chance to learn more about each contributor’s expertise and background.

Building Trust by Backing It Up

This is your About page, go ahead and brag. Position yourself as the expert or experts on this topic. What’s even better than bragging is when you can back it up with trust signals. Consider peppering in these signals throughout the page, some items to consider:

• Awards you’ve received

• Media mentions - if you have a media mention icon bar on your homepage, include it on this page as well.

• Social media audience size or membership base

• Collaborations with well known brands

• Testimonials or positive comments

• Businesses you’ve worked for or worked with

Don’t worry if you don’t have most of these items above. Start with what you have and then build on them. 

Utilize some elements to give your page an extra pop, for example, a media mentions bar with recognizable logos from well-known outlets. Others can be woven naturally into your sections or sprinkled throughout your copy. The goal is to layer in different trust signals that build credibility and help reassure your readers as they explore your page.

Their Next Step

End with a clear next step. Now that you have established your credibility and built a stronger relationship with your reader, it’s time to lead them to their next action. Some options include:

• Callout to your top post or video

• Email sign up

• Connect on social

Esthetically it should look eye catching and be inviting. You can do this through the callout block layout, background color, or a high-quality image. 

Test it out: Try giving this section a different look and feel (that is still on brand) than the rest of your about page content. See if this increases the click rate of this section.

Content Website About Page Example Template

Your about page layout and design will fit your own brand, style and content. To help give you a place to start, use the About page template below.

Layout & Design Tips

About pages should look clean and organized in a way that can be skimmable. Utilize headings, short paragraphs and images to keep it visually engaging and readers on this page longer.  Be true to your brand style. As always, test how it looks on mobile. Your audience should get the same great experience on any screen.

SEO Tips for Your About Page

Good news, your About page is a great place to naturally include keywords that match your content niche. Link to main categories or pillar posts, mention your name and brand for trust signals, and keep your copy clear and conversational. Search engines (and people) will thank you.

What’s Next

Most of all, have fun with your About page. Be authentically you and speak directly to your audience. This is your chance to make that connection so they keep coming back for more content. 

To aid you in making this connection, check out the Craft Your About Page Story: Worksheet

When you are ready to move onto the next area of your website, check out your next guideline:

• Content Website Category Page Guideline

• Website Content Organization Guideline