How to Craft a Squarespace About Page That Converts
Your About page isn’t just about you, but about the connection you’re building with your audience. It’s where potential clients go to decide if they trust you, align with your story, and want to work with you.
But crafting a strategic, personality-driven About page? That can feel overwhelming. This guide will walk you through how to use Squarespace’s tools to create an About page that reflects your brand and converts visitors into clients.
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Why a Well-Written Squarespace About Page Matters
An About page is a strategic tool that can:
Build Trust
It makes your brand feel personal and relatable.
Show Credibility
It establishes why you’re the right person (or team) for the job.
Encourage Action
It guides visitors to take the next step, whether that’s booking a call, making a purchase, or joining your email list.
If your About page is just a generic bio or a long list of credentials, you’re missing a huge opportunity. Let’s change that.
Start with Your Audience in Mind
The secret to a compelling About page? Make your audience the focus. Yes, you’re sharing your story, but frame it in a way that answers their biggest question: Why should I care?
Ask yourself:
Who is my ideal audience?
What do they value?
What problem do they need solved?
How does my story connect with their journey?
Your answers will shape your messaging, structure, and tone, ensuring your About page speaks to the people you want to reach.
Need help defining your ideal client? Check out our guide to Creating Ideal Client Avatars for a step-by-step process.
How to Write a Compelling About Page Headline for Squarespace
Your headline is the first thing visitors see. It should immediately grab attention and make them want to keep reading. Instead of simply introducing yourself, focus on what you do and how it helps them.
Examples:
Hi, I’m [Your Name]. I help [your audience] achieve [their goal] with [your solution].
Helping you [achieve a specific transformation] through [your product or service].
Make your headline clear, confident, and aligned with your brand voice.
How to Write Your Story on a Squarespace About Page
Your story is what sets you apart, but it needs to be told in a way that feels relevant to your audience. Use this three-part structure:
Hook Them: Start with a relatable moment, a surprising fact, or a challenge you overcame.
Build Credibility: Highlight your expertise, experience, and the “why” behind your business.
Connect the Dots: Show how your journey makes you the perfect fit to serve your audience.
Example: A few years ago, I was stuck in a 9-to-5 that left me uninspired. I craved more creativity and freedom but didn’t know where to start. Fast-forward to today, and I’ve helped hundreds of small business owners create brands that reflect their values and attract their dream clients.
The key? Make your story feel relatable, not just resume-like.
Not sure how to structure your story? The Storybrand Framework is a proven method for crafting a compelling narrative.
Use Imagery to Strengthen Your Story
Squarespace makes it easy to integrate visuals that bring your About page to life.Squarespace makes it easy to incorporate visuals that enhance your About page. Use a mix of professional photos and personal touches to make your page visually appealing and authentic.
Hero Image
Choose a high-quality image that reflects your brand’s personality. This could be a picture of you in your element or a behind-the-scenes shot of your process.
Gallery or Timeline
Use Squarespace’s gallery blocks to show your journey, key milestones, or even client transformations.
Video
If you’re comfortable on camera, add a short “Meet Me” video. It’s a great way to make your About page feel more personal.
Your visuals should feel aligned with your brand aesthetic and enhance your storytelling.
Highlight Your Values and Mission
Your audience wants to know what you stand for. By clearly stating your values, you help potential customers see themselves in your brand, creating deeper, lasting relationships that go beyond just a transaction. Here’s how:
Create a dedicated section for your mission statement.
Use Squarespace’s quote or text blocks to highlight key values.
Consider a bullet-point list to make your mission easy to scan.
Example:
At [Your Business Name], we believe in…
Building relationships over transactions.
Supporting sustainable practices.
Empowering small business owners to succeed.
Need help articulating your brand mission? Check out this post on Finding Your Brand Mission for clarity and inspiration. And, if you haven’t defined them yet, start with this guide to Brand Values.
Add Social Proof and Testimonials
Your audience needs reassurance that they’re making the right choice by working with you. This is where testimonials, client features, and success stories come in.
Examples:
A short client testimonial with their photo.
Logos of brands or publications you’ve worked with.
Statistics that show your impact (e.g., Over 200 happy clients served!).
Use Squarespace’s testimonial blocks or carousel features to display these beautifully.
Include a Clear Call-to-Action (CTA)
Your About page isn’t just for storytelling. It’s also a strategic opportunity to guide your audience to the next step. Whether you want them to book a call, browse your shop, or subscribe to your newsletter, make your CTA clear and compelling.
Examples:
“Let’s work together! Click below to book your free consultation.”
“Ready to get started? Explore my services here.”
“Want more tips like this? Subscribe to my newsletter!”
Use Squarespace’s button blocks to create visually distinct CTAs that stand out on the page. Place your CTA in multiple locations on the page (e.g., after your introduction, at the end of your story, and again near the footer).
Keep It Fresh and Up-To-Date
Your story, and your business, will change over time. Set a reminder to review it every few months, updating photos, messaging, and new milestones.
Ask yourself:
Does this still reflect my brand and business direction?
Have I added any new accomplishments or skills?
Is my CTA aligned with my current offers?
Keeping your About page up to date ensures it always represents your best work.
Bonus: Tips for Writing with Personality
Let’s make sure your About page sounds like you:
Write like you talk. Keep it warm, natural, and engaging.
Avoid jargon. Clarity over complexity, always.
Sprinkle in personality. A fun fact or favorite quote can make your page feel more human.
Concluding Thoughts
Your About page is one of the most visited pages on your site. Done right, it becomes a trust-building space that inspires action. So grab a cup of coffee, open up your Squarespace dashboard, and craft a page that connects.
Need a strategic, high-end Squarespace site? Explore our Squarespace templates, designed to help you showcase your work, connect with your audience, and turn visitors into clients.
