Your About page is one of the most visited pages on your website and almost certainly one of the most underperforming. Here's why: people visit your About page to answer one question — 'can I trust this person?' — and most About pages answer a completely different question: 'here's our origin story.'
Nobody visits your About page to learn your history. They visit because something on your site interested them enough to want to know more about the person behind it. They're close to making a decision. This is your moment to seal it — and most businesses blow it by leading with themselves.
The about-page rewrite formula:
Paragraph 1 — Start with them. Name the problem your ideal client is experiencing. Make them feel seen immediately. "If you've ever felt like your brand looks nothing like the business you actually built..." — now you have their attention.
Paragraph 2 — Bridge to you. Now introduce yourself, but through the lens of how your experience solves their problem. Not "I've worked in marketing for 15 years." More like: "I've spent 15 years watching great products fail because the brand didn't do them justice. I built MiM Creative to fix that."
Paragraph 3 — Proof and personality. One or two credibility signals — not a full CV. And a sentence or two of personality that makes you feel like a real human, not a LinkedIn profile.
Paragraph 4 — What happens next. A clear invitation: "If you're ready to build a brand that actually matches your ambition, let's talk."
That's it. Four paragraphs. Most people read About pages for under 30 seconds. Make every sentence count.