Most people think of the About page as just a quick bio or a list of credentials—but it’s actually one of the most important pages on your website. It’s often the second-most visited page after your homepage, and it plays a key role in turning casual visitors into loyal followers or paying clients.
A strong About page doesn’t just tell people who you are. It shows them why they should care.
Today, we’re looking at four creatives who are doing their About pages right—each in different industries, with unique approaches, but all with a clear understanding of how to connect with their audience.
1. Kat Irwin Design: Calm, Clear, and Rooted in Experience
Kat Irwin’s About page isn’t flashy—but that’s the point. Her brand is built on clarity and simplicity for business owners who want freedom from the hustle. And her content reflects that. She immediately tells you what she does: she helps entrepreneurs simplify their online presence through thoughtful web design.
Instead of listing a résumé, she shares a personal story that explains why she does this work. From her start in London working with fintech apps to the moment she realized she wanted more creative freedom, Kat takes you through her journey without losing focus on what’s in it for the reader.
She also addresses burnout and the pressure to “keep up,” which resonates with her ideal client—busy entrepreneurs craving calm. She invites them into her process with honesty and warmth.
What makes it work:
- A personal story that builds credibility without oversharing
- A conversational tone that’s still professional
- Clear values (honesty, calm, generosity) woven throughout
- A client-centered message: it’s not just about her—it’s about how she helps others
2. Bake Cook Repeat: Simplicity That Feels Personal
Patricia, the food blogger behind Bake Cook Repeat, takes a refreshingly simple approach. Her About page doesn’t try to over-explain or pitch—it gives readers exactly what they came for: a glimpse of the person behind the recipes.
She starts with a friendly greeting, explains what kind of recipes she shares (simple, seasonal, and realistic), and briefly connects it back to her life and values. The tone is warm, accessible, and consistent with her blog’s style.
She doesn’t position herself as a chef or expert—just someone who loves to cook for the people she loves. That level of honesty and restraint is rare, and it helps readers feel like they’re getting to know a real person, not a brand voice.
What makes it work:
- Short, clear, and free of fluff
- Focused on the reader’s expectations
- Reinforces the blog’s niche and tone
- Establishes a relatable, trustworthy presence without trying too hard
3. Rescue Media: Mission-First Messaging with Emotional Weight
The About section at Rescue Media gets right to the heart of things. Founder Brian Bell shares not only what the company does—video production—but why: to rescue you from mundane media and support animal rescue organizations.
That clarity of purpose elevates the brand instantly. It’s not just about stunning visuals—it’s about making a difference. The mission is repeated throughout the content, but never in a gimmicky way. It’s tied directly to Brian’s values and the company’s ongoing actions (e.g., donating a portion of proceeds to animal rescue efforts).
This kind of messaging builds trust fast. It also makes the content feel human and intentional, even as the work itself remains polished and high-end.
What makes it work:
- Strong, values-driven storytelling
- Clear differentiation (mission-backed media, not just media)
- Ties business operations to a broader impact
- Keeps the tone direct and focused on action
4. HM Protection: A Personal Origin Story That Connects the Dots
Damei Jia (Mae), founder of HM Protection, opens her About section with a personal memory: the day she left the stove on while playing with her toddler. That one moment of fear led to a lifelong mission to make fire safety training more accessible and effective.
She walks the reader through how she met Swedish engineers who were frustrated with traditional fire extinguisher training and how they developed a better solution together. The story is told with clarity and empathy—and it ties directly into the product and the mission.
Her content doesn’t just explain what the product is—it explains why it matters. And because that’s grounded in real-life experience, it feels credible. The About page also covers company values (sustainability, accessibility, reliability) and leaves readers with a sense of respect for the mission behind the brand.
What makes it work:
- A powerful origin story that immediately hooks the reader
- Emotional resonance paired with clear product relevance
- A mission that’s easy to support and understand
- Emphasis on both personal values and product value
What These Creatives Have in Common
Even though their industries vary—web design, food blogging, video production, fire safety training—they all approach their About pages with intention. Here’s what sets their content apart:
1. They lead with connection, not credentials.
Yes, their experience matters—but they don’t open with awards or achievements. They open with stories, values, and relatable experiences.
2. They write for their audience, not themselves.
Every one of these About pages answers an unspoken question from the reader: Why should I trust you? Why should I care?
3. They keep it consistent.
Tone, voice, and brand messaging align across the website. The About page doesn’t feel like a different brand—it reinforces what’s already been introduced on the homepage and service pages.
4. They go beyond facts and give context.
Instead of just listing what they do, they explain how they got there and why they’re doing it. That depth creates a much stronger impression.
Final Thoughts
Your About page isn’t just about you—it’s about how you want people to experience your brand. Whether you’re a creative, a founder, or a solo entrepreneur, the strongest About pages strike a balance between personal and practical, story and strategy.
Use it to share your mission, your voice, and most importantly—your why. When you do, your audience won’t just read your story. They’ll remember it.