Craft Your About Page Story: Worksheet

Your About Page is where you show visitors who you are, what you stand for, and why they should trust your content, services or products. Use this worksheet to draft a genuine, engaging story that makes a real connection with your audience in order to build trust and drive repeat visitors.

Instructions: Work through each section and answer the prompts honestly and from the heart. The more specific and authentic your answers are, the better. You don’t need to answer every single question; just focus on the ones that best reflect you and your website’s mission. When you’re done, you’ll have a solid foundation you can weave together into a compelling About Page story.

Write it out: Take the time and write out each of your answers. It’s easy to just give a quick answer in your head, but we are looking for solid answers that can then be combined into the draft of your About Us Page. 

The Questions

Start here. Take some time and answer as many questions as possible from the list below. You don’t have to answer all of them, but make sure to at least answer one in each category. 

Who You Are

• What’s your name (or your company’s name) and what do you do?

• How would you introduce yourself, your services or company if you only had one sentence?

• What’s one thing you want readers to remember about you?

Why This Matters to You

• What inspired you to start creating this content, products or services?

• Was there a moment or story that made you passionate about this topic or niche?

• How has this topic or niche impacted your own life?

Build Credibility & Trust (Your Expertise)

• What experience, training, or background makes you a trustworthy source worth listening to?

• Do you have any milestones or achievements related to this topic or niche?

• What makes you different from others covering the same topic, products or services?

Why This Matters

• Why is this topic, product or service important today?

• Who does it impact the most?

• What would happen if this topic wasn’t talked about or these products or services weren't offered?

What Motivated You to Start This Website

• What problem were you trying to solve when you started?

• What was missing from other sources that compelled you to create this website?  

• How do you feel when you see your audience using your content, products or services?

What Needs Does It Cover

• What specific challenges does your audience face?

• What do your readers say they struggle with most?

• What questions do you help answer for them?

• What solutions does your content, product or service offer them?

How This Helps Your Audience

• What value will your audience get from your site?

• How does your content, products or services make their lives easier, better, or happier?

• What’s one promise you can make to your website visitors?

Why Should Your Audience Care

• What do you want your audience to feel after reading this?

• Why should they choose your site, products or services over others?

• How will their life improve by coming back again and again?

• How will their life improve through your products or services?

What Solutions Does It Offer

• What results can your audience expect if they use your content, products or services?

• What actions will you guide them through?

• How does your content, product or services help them get from Point A to Point B?

Creating Your About Page Draft

After you have answered the questions above you have the elements that we need to build out a solid draft of your about page. 

Have this article open as we go through the steps listed in one of these guidelines: Content Website About Page Layout Guideline or eCommerce About Us Page Layout Guideline

Introduction

Your About Page introduction should instantly connect with your audience. Here are a few winning combinations of the questions above that you can mix and match to craft a compelling introduction.

Who You Are + Why Should Your Audience Care

• How would you introduce yourself, your services or company if you only had one sentence?

• What do you want your audience to feel after reading this?

or...

• What’s your name (or your company’s name) and what do you do?

• How will their life improve by coming back again and again? or

• How will their life improve through your products or services?

Who You Are + How This Helps Your Audience

• What’s your name (or your company’s name) and what do you do?

• How does your content, products or services make their lives easier, better, or happier?

or...

• What’s one thing you want readers to remember about you?

• What’s one promise you can make to your website visitors?

Mix and match your answers until you have a winning combination. 

Your Story

This is the main section of your about page. You have drawn your audience in with your introduction, and now you need to build that relationship in order to win them over. 

For this section you will want to develop a cohesive story that deepens their connection to your site and lets them know how your content will be relevant to them. 

Mix and match answers from the following categories:

• Why This Matters to You

• Why This Matters

• What Motivated You to Start This Website

• What Needs Does It Cover

• How This Helps Your Audience

• Why Should Your Audience Care

• What Solutions Does It Offer

Find your winning combination: Have fun with this section and play around with different combinations of your answers. 

One to Three Sentences

One of the trickiest things to accomplish on your about page is to convey your idea without creating long text sections. The entire page should only be a few clear and engaging paragraphs. 

So how do we accomplish this? As you write, make every sentence count - adding value without unnecessary filler. 

Your audience doesn’t need to know everything about you. Your about page isn’t your autobiography, instead it only needs to convey these three things:

• Relevance 

• Credibility

• Trust

And believe me, the shorter your copy, the better. This will become even more obvious when you are laying out your text on the page itself. 

The secret: When you are writing out your content sections keep each paragraph to 1-3 sentences. That means that the answers to each of the questions above should only be 1-2 sentences, allowing you to combine these into sections on your page.

Meet the, Company, CEO or Content Creator(s) Section

Here is where you strengthen your credibility and your readers trust in you. In this section you will want to combine answers from:

Build Credibility & Trust (Your Expertise) + Why This Matters to You

As with your Story, this section should be short. Focus on relationship building and positioning yourself or your company as the expert on this topic or field. 

Remember the goal is to define you as a credible source, and guide them back to consuming your content. You will do this through the Meet the Content Creator(s) section, Building Trust section and then lead them into the What’s Next? section. 

Trust and CTA Sections

Follow the steps in the Content Website About Page Layout Guideline or eCommerce About Us Page Layout Guideline for these final two sections of your website.

Layout Your Draft

Now it’s time to map out where your content will live on the page. Once you’ve completed each of the previous steps, you’ll have a strong working draft for your About Page. The next step is to bring it to life visually.

Start by placing each section of your content into the layout. As you do, you’ll quickly see what flows naturally and what might need adjusting. Refine as you go — add where your story feels thin, trim where it feels long, and edit for clarity so your audience gets the best possible experience.

Mobile and Desktop Experiences

You’re not done yet. Once it looks great on desktop, you will need to ensure that your website visitors are getting the same amazing experience on mobile. This is where the 1-3 Sentences tip comes into play. The last thing you want is an endless wall of text for your mobile users. See what your mobile layout shows you on how to edit your content for both mobile and desktop experiences. 

How to Use Ai for your About Page

Utilizing a large language model Ai, such as ChatGPT, can be a powerful tool when used correctly. I am all for using Ai as your assistant (and sometimes editor). If you need help putting all of this together into an amazing About page, then utilize your Ai assistant. Here’s one way to do this:

Step 1: 

Answer the questions above yourself. Don’t use Ai for this part. Your writing does not need to be perfect, but your answers should be genuinely yours. 

Step 2:

Feed the answers to all of your questions into an Ai tool with this prompt: “I need to create a story (Or intro or meet me section) for my website’s About page. Create a draft that incorporates the following information [copy and paste what answers you want to include]. Tailor it to the following audience [insert your primary audience] and write it in the style of [insert your brand’s tone].” 

Step 3:

Edit and adjust. You should always be the first and last step when using an Ai tool. The content it gives you is a place to start, it is not the finished product. 

How Not to Use Ai

Ai should not be doing everything for you. This is still your website, and you are the expert in this field, so you need to be creating the content. Here are constant Ai pitfalls to avoid:

• Have Ai generate all of the content for you

• Use what Ai gives you without going back through and editing it

Yes, Ai makes creating content quick and easy, but ask yourself, is that content actually valuable to your audience?

Ai is a powerful tool when you know how to use it correctly for your site.

What’s Next

If you haven’t already, complete your About Page draft with the Content Website About Page Layout Guideline or eCommerce About Us Page Layout Guideline.

When you are ready to dive into another top, check out: How to Build Trust Sections on Your Website