A great 'about me' page as a freelancer: how to win over visitors

Most freelancers treat their 'about me' page as an afterthought. They write a few lines about their background, upload a photo and leave it untouched for years. That's a missed opportunity, because this page is often where visitors make up their minds about whether to reach out.

Write for your visitor, not about yourself

That might sound odd for an 'about me' page, but it's the most important thing to keep in mind. Visitors aren't reading your page out of curiosity. They want to know whether you can solve their problem. So don't open with when you started your business or what qualifications you have. Start with what you do and who you do it for.

Something like "I help small business owners build websites that actually bring in customers" lands much better than "My name is John and I've been working in IT for ten years."

Be specific about what you offer

Vague language is one of the most common mistakes on about pages. Phrases like "delivering solutions" or "results-driven" mean nothing to a visitor. Tell them exactly what you make, who you make it for and what they get out of it. Link through to your services or let your work speak for itself with your portfolio. That gives visitors a clear next step.

Show some personality

When someone hires a freelancer, they're not just buying a service. They're choosing to work with a person. That doesn't mean you need to share your life story, but a little personality goes a long way. Share briefly why you do this work, what drives you or how you approach projects. It helps visitors feel like they already know you a little before they reach out.

A good photo helps too. Not a stock image or an old LinkedIn headshot, just a clear and approachable photo of you.

Build trust with proof

Saying good things about yourself is easy. Showing evidence is what actually convinces people. Add a short quote from a happy client, mention recognisable clients you've worked with or note how many projects you've completed. If you're just getting started and don't have many reviews yet, the blog post Klantreviews verzamelen als zzp'er: zo bouw je online vertrouwen walks you through how to get them.

Always end with a clear call to action

The biggest mistake on about pages is that they just stop. There's some information about the person and then nothing. No invitation, no button, no next step. Tell visitors what you want them to do. If you want them to request a quote, say so. If you want them to see how you work first, link there.

• End with a short and friendly invitation to get in touch
• Use a button or link to your contact page
• Lower the threshold with something like: "No obligations, just a quick chat"
• Point hesitant visitors to your frequently asked questions

Keep it short and easy to read

Nobody reads walls of text. Use short paragraphs, white space and a subheading or two. For most freelancers, 200 to 400 words is plenty. If you're just starting out and still figuring out what your website needs in the first place, the blog post Je eerste website als zzp'er: wat heb je écht nodig? is a solid starting point.

A strong about page takes a bit of thought and effort, but it's worth it. It's often the page that turns a casual visitor into someone who actually gets in touch.