How to Write an 'About' Page or Social Bio That Actually Sells. Hint: It’s Not Really About You!
- Erin Ratliff
- May 29
- 8 min read
Updated: Jun 1
"The purpose of your life is to discover your Gift. The work of your life is to develop it. The meaning of your life is to give your gift away.
David Viscott
As an entrepreneur, having a compelling personal brand and digital presence isn’t optional—it’s essential. Your job is to make sure your personality, voice and services stand out so that you're top of mind when your customer is ready to buy.
Whether you’re attracting clients, applying for jobs, or pitching yourself to the press, your bio is your chance to make a stellar first impression and win people over with your unique mix of charm and credibility.
Ready to stand out in a crowded and noisy online space? Let’s dive into how to write an About Page or bio blurb that grabs attention and keeps it- all from telling your story in a way that resonates with your audience and drives action.
Did you know...Your bio is often the first thing people read when they land on your Instagram or LinkedIn. And your website’s About Page? It’s typically the second-most visited page after the homepage. In other words, make it memorable!
Your About Page is a Sales Page
If you only take ONE thing from this post, let it be this: your About Page isn’t just about you. It's also about your customer.
Your About/Bio page is your digital handshake. It’s where potential clients, collaborators, or employers get to know the person behind the brand.
Far more than a resume or list of accomplishments, this page should:
Create a sense of connection, relatability and resonance with those who share your values
Establish trust and credibility
Share a clear call to action that encourages next steps
It’s your opportunity to turn casual browsers into loyal fans, subscribers, or customers. And whether you like it or not, the goal is to selling you. Because Newslash: you are your business.
“People don’t buy what you do; they buy why you do it.”
Simon Sinek
How to Build a Scroll-Worthy About Page
Part 1: Speak to Your Customer
This might feel counterintuitive—but start by making it about them, not you.
What are your reader’s primary struggles? ("If you're like me, you've faced...")
What do they want or dream of? ("Like you, I always wished..."/ "dreamed of")
How will their life be better after working with you? ("After partnering with me, clients feel...")
Write it in a way that's so specific and resonant, they feel seen!
Part 2: Share Your Story
Ease into a heartfelt, authentic story that reveals who you are and how you got here. Let them really see you!
What recurring themes or challenges shaped your path?(“Throughout my life I have always felt /done /been /had...”)
What personal epiphanies or professional breakthroughs have you had? ("After that I realized...")
What hardships or obstacles have you overcome? ("After I experienced... " or "Since then...")
What are you most proud of? (“My biggest accomplishment to date is...” )
What professional “win” defines your current credibility? ("I am proud to have...")
This is your opportunity for transparency, vulnerability or even shameless self-promotion.
Part 3: Go Deeper
This is your time to shine and stand out. Go ahead and brag, or wear your heart on your sleeve and bare your soul!
What’s your greatest skill or strength? ("My superpower is...")
What truths do you live by? ("I have always believed that...")
What makes you unique or quirky? (“I have a slight obsession with...”)
What lights you up in life? (“I am energized by...”)
What are your hobbies or passions? (“On the weekends you can find me...” or “My happy place is...”)
How would you describe yourself in three vivid, descriptive nouns? (("I am a..." or "As a...")
Part 4: Define Your Mission
Share what drives you and what you’re here to change or create.
Who do you help, and how? " ("I help...to transform...into ... so that")
What are your foundational beliefs about your industry/market/niche/audience? (“I believe that...”)
What values guide your work? (“I strive to live my life and operate my business with...” "I am a big believer in..."))
Why are you passionate about your industry or niche? (“It’s easy to get out of bed every day because...”)
“Your About Us page isn’t about you. It’s about why your story matters to the people you’re trying to reach.”
Ann Handley
Part 5: Close with Connection
Remind the reader that you’re excited they’re here. Invite them to take the next step.
“Thanks for being here—I can’t wait to support your journey.”
“If you’re ready to work together, I’d love to hear from you.”
“Let’s stay connected—drop your email below or follow along on social.”
Part 6: Show You're Legit
You need third-party trust indicators to show you’re authoritative, reliable and credible. Even small amounts of social proof can go a long way in helping someone say, “Yes—I trust you.”
Client Testimonials/ Customer Reviews
Media mentions (“As Seen In/On”)
Your unique process or methodology
Seals/badges/promises/guarantees
Stats, guarantees, or quality promises
Professional associations or affiliations
Certifications, awards, recognition credentials
Audience size (followers, subscribers)
Impact metrics (served thus far)
Logos of reputable clients or partners
Part 7: Call to Action
What is the next step you want your reader to take?
Email Opt-in ("Become a subscriber to.." )
Reservation/Booking ("Ready to get started and work with me?" )
Social Following ("Lets stay connected on..." )
Group Membership ("Join me in an online community of...")
“We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.”
Tom Peters
Going Deeper: Bonus Prompts
Want to expand your story for use in founder interviews, brand messaging, or media coverage? Answer these deep-dive questions to build your personal brand story, and then share them in a way that's sharp and scroll-stopping.
What is the background/meaning of your company, brand or idea?
What's the one thing I want to be remembered for in the industry?
What change do you hope to create in the world? What legacy do you want to leave?
What twists, setbacks, or unexpected pivots led you here?
What does your ideal day look like?
Why does this service/product/niche/customer matter to you?
When and how did the idea for your business originate, and how did it feel?
What random facts make you relatable or memorable? (first job, favorite food, what you were like as a child or teen, etc)
What has been the most rewarding part of your journey?
What issues or hobbies are you passionate about outside of work?
What makes you love your work? What is your favorite part of your job?
What did your business look like in the very beginning, compared to what it looks like now? How has your life changed since then?
What does your typical day look like?
What personal qualities or characteristics enabled you to reach your goals and overcome adversity?
What interesting things have you experienced or noticed within your niche?
Take your experiences, achievements, and values and craft them into a narrative that engages, informs and inspires. Weave your journey into a tapestry of words that spark genuine connection and leave your audience hungry for more.
About Page Template
Hook/Headline
Grab attention with a one-liner that reflects your brand and speaks to your reader’s problem.
“Ever felt stuck trying to [solve a specific problem]? I’ve been there—and now I help people like you move forward with confidence.”
Professional Photo
Use a high-resolution image that feels authentic and approachable.
Welcome Paragraph
Introduce yourself in a customer-centric way.
"Hi, I’m [Your Name], a [Profession] helping [Your People] achieve [Transformation]. My approach to [Your Service] isn’t about [Generic Industry Cliché]—it’s about [Your Unique Perspective]."
What Makes You Different
Tell your reader what sets you apart with heart, humor, or humility. Keep it scannable with bullet points and quick explanations.
Unique Selling Point 1
Unique Selling Point 2
Unique Selling Point 3
Your Journey
"Before becoming a [Your Role], I was [Previous Role or Identity]. I loved [Previous Work], but I craved [Bigger Impact or Dream]. So I made the leap—and now I combine [Old Passion] with [New Purpose]."
Casual/Candid Photo
Include a second image—maybe you with family, in nature, or doing something you love.
Your Core Values
Use clear, emotionally resonant language to describe what you stand for. Keep it simple with bullet points and quick explanations.
Value 1
Value 2
Value 3
Your Invite
"Ready to elevate your [specific goal]? Let’s make it happen. Whether you’re looking to [Outcome 1], [Outcome 2], or [Outcome 3], I’m here to help.
I offer a range of services tailored to your unique needs:
Service 1 + Secondary CTA
Service 2 + Secondary CTA
Service 3 + Secondary CTA
"Embark on a transformative journey with me, and reach (a goal). Together, we'll navigate the challenges of [Specific Challenge], ensuring your [Specific Goal] not only survives but thrives. [Primary CTA ] and let's get started.
Did you know... a photo of yourself converts almost twice as better compared to using a generic image!
Tips & Tricks for Crafting a Magnetic About Page
Know Your Audience
Get specific about who you’re talking to. The more tailored your tone and message is to them, the more magnetic your presence.
Know Your Keywords
Focus on the top 5 words or phrases for SEO to boost visibility in the SERPs.
Stay Focused & Concise
Keep every section aligned with your brand, mission, and customer. It's ok to leave a little mystery and not reveal your entire life story. Hint at deeper experiences, and invite your reader to stick around, subscribe, or reach out. Save the long backstories or personal anecdotes for a dedicated blog or email sequence.
Overshare just enough to seem relatable but not enough to scare off your audience!
Be Real
Your tone, voice and messaging should be reflective of your authentic personality and your offerings. Perhaps that is..
Conversational?
Friendly?
Playful?
Inclusive?
Inspirational?
Empathetic?
Don’t fake a rags-to-riches story. Be honest and true to who you are.
Create Flow
Break up long blocks of text with images, headers, bullet points, and white space. Keep formatting clean and scannable.
Your About Page can be your strongest sales tool. It has the potential to be a powerful, high-converting part of your website, but only if it reflects you in a real and resonant way.
The Five Elements of a Strong Social Bio
Your social media bio is like a mini About page. In just a few words it offers a quick, compelling snapshot or elevator pitch to communicate your brand essence, highlight your unique value or transformative offer, and invite your ideal audience to connect or take action.
Think of your this bio like a story. To be compelling and captivating, it needs to unfold organically with five main elements.
1. WHO – Who you are / Who you help
2. WHAT – What do you do / What do you help others do
3. WHERE – Where can people find you or your work? Where do they go next
4. WHY – Why do you do what you do/ Why people should trust you
5. HOW – How do you help your audience?
When these all work together in harmony, they create the energetic “Chi” that draws your ideal audience in and keeps them engaged.
You’ve got just a few seconds to grab attention and make a good first impression, so make it count!
A strong bio is a mix of personality + clarity. It's about sparking curiosity and building trust.
Want Help Telling Your Story?
Need support building your brand and making a killer (digital) first impression?
I’m a digital wordsmith who transforms stories into compelling narratives that captivate and convert. With years of SEO strategy and storytelling expertise, I can help you craft a bio that reflects your magic and shows up in search engines.
Ready to connect? I look forward to hearing from you soon!
Erin Ratliff is a holistic, organic growth + visibility business coach and consultant serving energy-sensitive soul-preneurs, heart-led self-starters with the mission of personal and planetary healing.
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