Reveal Your Inner Awesome
Don’t Hide Your About Page
I’d sign off on this in permanent ink, ANY DAY. You must include an about section on your website.
I’ve had conversations with a bunch of business owners who felt that this wasn’t the right move for them and opted to go without one.
The five objections making the rounds were:
- QThat they wanted the spotlight entirely on their products or services, so storytelling might distract from direct conversions or sales messaging.
- QStart-ups or solo founders skipped it if they felt their story wasn’t “impressive enough” yet and preferred to wait until they had bigger milestones or credibility markers.
- QCompanies operating in highly competitive or copycat industries wanted to limit background details to avoid revealing their strategy, positioning, or internal structure.
- QFast-moving promotional brands saw an About page as static content that quickly becomes outdated and adds maintenance work they’d rather avoid.
- QMinority-owned businesses worried that publicly highlighting the racial or cultural background of the owner or team could expose them to bias or discrimination from potential clients. So, they chose to keep personal details minimal to reduce the risk of lost opportunities.
I say, Bah humbug. Here’s what the results over the years have shown.
- RA clear brand story often builds trust faster and actually shortens the path to conversion rather than delaying it. The success of Coca-Cola is due to the amount of storytelling they’ve done.
- REven if a founder feels their journey isn’t “big enough,” authenticity and relatability resonate more with clients than polished accolades or inflated milestones. People connect with people.
- RAlthough competitors might see your background, the true differentiator is execution and personality — elements that can’t be copied from a paragraph on a page. Liquid Death and Fiji sell the same thing. But both are billion-dollar companies with very different verbal identity strategies.
- RDespite concerns about content becoming outdated, an About section can be written around enduring values and mission, requiring minimal updates while still anchoring your credibility.
- RYes, some worry that revealing racial or cultural identity could invite bias, but being transparent during lead acquisition naturally filters out misaligned prospects and attracts clients who genuinely value and celebrate what you bring to the table.
And here’s the kicker:
Your About page is the hype man that gets you the date with the pretty girl. Use it to your advantage and let it actually get you the people you would want to connect with. Part of the client’s discovery process is scoping the sea to see how well they can potentially vibe with you and your team.
Representation is one of those subtle power moves! If your headshots feel approachable, and your bios position you with professionalism and authority, together they create that undeniable WOW factor that makes people excited to work with you.
I’m Jane, and I help build brands that people celebrate. Get in touch with me to write an About page that reveals your spark.
Jane Clark, Co-Founder & CEO
Ready to create some magic?
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