The About page is the second most-visited page on most blogs and one of the worst-written ones. Bloggers default to two patterns: the third-person CV (“Jane Smith is a writer and educator with a background in…”) or the empty welcome (“Hi, I’m Jane! Welcome to my blog!”). Neither does the job.
The About page exists to turn an interested reader into a connected one. That requires actual writing, rather than a default template filled in on autopilot. This post explains what works.
Why About pages matter
Readers click “About” for one reason: they liked something they read and want to know more about the person behind it. That’s a high-trust moment. The About page either deepens the trust or wastes it. NN/g’s research on About Us page usability found that visitors often check these pages early, specifically to answer foundational questions about who they’re dealing with.
A weak About page doesn’t kill a blog. But a strong one converts readers into subscribers, regular visitors, and people who share your work. The leverage is real, and it isn’t only a reader-trust question either. Google’s own guidance on experience and trustworthiness signals treats a clear, honest account of who’s behind the content as part of what separates trustworthy sites from thin ones.
What doesn’t work
The third-person CV
“Jane Smith is a writer and educator with over ten years of experience in…”
Written as if a publicist did it. Reads as corporate, distant, and slightly suspect. The third person is almost always wrong on a personal blog, so use first person instead.
The generic welcome
“Hi, I’m Jane and welcome to my blog! Here I write about various topics that interest me. Hope you enjoy!”
This says nothing at all. The reader is no closer to knowing who you are or what you write. Generic intros like this one are pure filler.
The full life story
Some bloggers swing the other way: 3,000 words on their childhood, education, career, divorce, awakening, and current life philosophy. By paragraph four, the reader has bounced.
About pages should be substantial but not infinite. A page that needs five minutes to read is too long for most visitors.
The list of credentials
“Featured in Forbes, Bloomberg, and the New York Times…” Some credentials are worth mentioning. A list of them, on its own, reads as a brag wall.
What works
1. Open with a moment, not a label
Instead of “I’m a food blogger,” open with the moment that made you start writing about food. A specific, small story does more for trust than any credential.
This doesn’t have to be long. One paragraph is enough. A small story is more memorable than ten lines of “I’m passionate about…”
2. State who the blog is for
One or two sentences naming the audience. “This blog is for parents who want to cook real food on a real budget.” “I write for new bloggers who are tired of formulaic advice.” Specific is good. Vague is bad.
The reader uses this to decide if they’re in the right place. If they recognize themselves in your description, they stay.
3. Explain what the blog offers
What kind of content do you publish? How often? What can a reader expect? This sets expectations and earns trust.
Three or four sentences is enough here. Don’t promise things you won’t actually deliver.
4. A small amount of context about you
Two or three paragraphs about your background, as it relates to the blog. Not your whole life story, just enough to feel like a real person: where you live, what you do, and why this blog exists for you specifically.
5. A clear next step
End with one call to action. A few options work well:
- Email signup. Strongest option. Email is the most durable connection you can build with a reader.
- “Start Here” links. Send the reader to your best posts.
- Contact link. If you’re open to questions or work, surface this clearly.
Pick one main call to action, not five competing for attention.
A simple structure that works
Total length: 500 to 1,000 words. More than that and you’ve written an essay, not an About page.
- Opening (1 to 2 paragraphs): a small story or moment.
- Who this is for (2 to 3 sentences): name the reader.
- What you publish (2 to 3 sentences): set expectations.
- About you (2 to 3 paragraphs): relevant context.
- Next step (1 call to action): one clear action.
The photo question
Yes, use a real photo of yourself. It’s the same advice we give in the author page guide. Real photos build trust faster than any amount of careful writing.
If you absolutely won’t show your face, an illustration or a signature is the next-best option.
The voice question
The About page is the place where your voice should be loudest, not louder than the rest of your writing, just the same voice, carried through consistently. If your blog posts are warm and conversational and your About page sounds like a press release, the reader notices and the trust collapses.
Read the page out loud. Does it sound like you? If not, keep rewriting until it does.
The “should I include monetization” question
If your blog has a product, course, or paid service, the About page is one of the right places to mention it. Don’t make it the focus, though. Mention it briefly, link to the dedicated page, and move on. About pages that turn into sales pages stop being About pages.
Updating it
About pages decay fast. The version you wrote three years ago doesn’t reflect who you are now. Re-read it twice a year. Update what’s out of date, and tighten what’s gotten flabby. This is one of those small maintenance jobs that compounds over time, in the same way finding and keeping a consistent blog voice compounds across every post you publish.
The “ABOUT” link in navigation
Make sure your About page is one click away from anywhere on the site. Header navigation is the usual place for it. Some blogs also link to it from the author bio at the bottom of each post. Either way, it should be easy to find, not buried three menus deep. A theme like Aurora that gives you flexible header and menu options makes this easy to get right without custom code.
What a good one actually reads like
Good About pages tell a small story, name who the blog is for, explain what it offers, give a little real context about the writer, and end with one clear next step. Write in first person. Keep it under 1,000 words. Use a real photo. Update twice a year. Skip the credentials list and the generic welcome. The About page is a conversation starter, not a CV.
