Your About page isn’t your LinkedIn.

We have LinkedIn for that. 🙄

The bio you share on your website is something completely different.

…or is it? 👀

Does your About page sound like a list of your career milestones, complete with bullet points of past jobs and accolades? If so, we have a problem.

While LinkedIn is great for networking and showcasing your professional journey, your About page has a different job: to connect with your audience on a human level.

Here’s why ditching the LinkedIn vibes is the best thing you can do for your About page — and what to do instead.

Why Your About Page Needs a Different Approach Than Your LinkedIn Profile

#1 — You Already Have a LinkedIn Profile

If people want to scroll through your professional history, they’ll head there. Your website, however, is not the place to regurgitate your resume.

#2 — IT’S BORING!

Listing your credentials and calling it a day? Snooze-worthy. Your audience wants more than a dry recap of your work experience.

#3 — You’re More Than Your Job Titles

Your work history might be impressive, but it doesn’t tell the full story. Your personality, values, and unique approach are what truly set you apart.

Read this to find out which information is relevant to share on your About page!

#4 — Your Ideal Clients Need Context

Your audience wants to know you; the person behind the business. They’re curious about what makes you different, why you do what you do, and how your unique perspective benefits them.

Especially if you’re a service-based business owner who they may be spending a lot of time working with, or trusting with a big project.

#5 — Personality Is What Makes You Stand Out

A LinkedIn-style About page isn’t gonna cut it, because it’s all RESUME, no REAL LIFE.

You won’t differentiate yourself from your competitors if all you do is talk about your credentials and accolades and education.

(And, most of the time, that shit isn’t even relevant. Does me having Bachelor’s Degrees in Political Science, Sociology, Criminal Justice, and minors in Philosophy and Paralegal Studies have ANYTHING to do with me being a Website Copywriter? NO! Am I still the best Website Copywriter money can buy? Yeah!)

(Yes, that was me bragging. I earned it ok???)

Showing off your personality matters way more to your people than showing off your professional experience.

And, sure, both are relevant — but if we’re deciding between the two, the HUMAN side is what’s going to make you stand out.

Keep the LinkedIn shit on LinkedIn.

What Your Audience Actually Wants to See On Your About Page

Instead of relying on a professional rundown, use your About page to…

Build Trust

Your audience is looking for reasons to trust you. Highlight what makes you credible, but do so in a way that’s conversational and approachable.

Showcase Personality

Clients are more likely to hire someone they feel a connection with. Infuse your About page with elements of your personality that will help them decide if you’re a good match.

Share Your “Why”

If your journey to starting your business aligns with your client’s goals or values, share it. It adds depth and makes your story relatable.

Explain What Sets You Apart

Why should someone choose you over a competitor? Be clear about what makes your approach different and why that difference matters to your audience.

Highlight the Transformation You Offer

Your About page isn’t just about you—it’s about how you can help your audience. Show them the results they can expect when they work with you.

Add Fun, Relatable Details

Don’t underestimate the power of what I call the “seemingly irrelevant details” — people care more about those relatability factors than you think! Whether it’s your go-to gas station snack or your guilty-pleasure playlist, these tidbits may seem irrelevant, but in fact, they make you memorable and relatable.

HERE ARE A FEW ABOUT PAGE EXAMPLES OF THOSE FUN PERSONALITY-BASED SECTIONS 👇

What to Include on Your About Page

If you’re still feeling stuck writing your About page and having it *not* sound like your CV, here’s a quick list of things to include:

• A value-packed introduction: Tell them what you do and why it matters.
• Your unique selling points: Highlight what makes you different from your competitors.
• Relatable backstory: Share why you started your business and how it connects to your audience’s needs.
• Fun facts: Give them a glimpse of your personality outside of work.
• Social proof: Sprinkle in testimonials or achievements that build credibility.
• A clear call to action: Direct them to the next step, whether it’s booking a consultation or exploring your services.

Need help writing your About page? My easy-to-follow website copywriting course might be exactly what you need 👀 I also have a website copy template for biz owners who want to publish their websites even faster!

Long Story Short: Humanize Your About Page — It’s Not Your LinkedIn Profile Reincarnated

Your About page isn’t a formality — it’s a powerful tool for building relationships with your audience. Ditch the LinkedIn vibes, lean into your personality, and give your readers a reason to connect with and trust you.

If you’re ready revamp your About page, start by thinking about what your ideal client really wants to know.

(Spoiler: it’s not just your job history, it’s YOU.)

Click here to learn more about my website copywriting course if you’re looking for more support writing your About page! It’s rampant with About page examples (and every-other-page examples, too).