How to Write an About Me Page: Six Blocks a Buyer Can Check

Write six blocks in this order: a two-line opener, the reader's problem, up to three proof lines, one to three offers, one human line and one next step. Fill each block only from records you could show a stranger, and keep to the word budget in the table.

The budgets add up to roughly 400 to 600 words, which is our recommendation for the whole page.

If block 1 will not come, write your personal brand statement first and cut it to two lines. The four-line spoken introduction uses the same ingredients, so the page and your introduction at events say the same thing.

On block 4, give a starting price, a range, or the thing your fee depends on, such as the number of sessions or the size of the team. A visitor who cannot tell how you charge has to ask, which is why we recommend a fee signal.

Because a visitor uses your page to work out what you do and whether to trust it, and a biography makes them do that work themselves. Usability research from Nielsen Norman Group, published in 2019, observed more than 70 users across 100 tested websites. It found users were often unable to work out what an organisation did, and that they leaned on peers' recommendations because they were sceptical of what a company says about itself (Nielsen Norman Group).

That is why block 1 names the reader and the outcome, and block 2 states the problem. We read the first text block of five Indian coaching pages to see how they open.

How we counted. The sample is five About or founder pages from business and executive coaching firms serving Indian clients, read in October 2026. A page was included if it sat on the firm's own domain and had About or founder content, and we scored only the first text block and the page text. Four pages state a count of people coached, trained or reached; one page shows only placeholder counters, so it is excluded from the last row. This is a small sample, not a picture of the market. We publish this page, and our own site was not among those compared.

Only one page passes the first row, and even there the firm is the grammatical subject. The other four open with the firm, the founder or a general line about leadership. A buyer comparing you with pages like these meets few openers that name them, so an opener that does is a way to stand apart.

A claim belongs on your About page only if a stranger can check it in about a minute. Four tests decide that: the count test, the show-me test, the ranking test and the delete rule. Treat your About page as an advertisement. As of 14 October 2026, the Central Consumer Protection Authority's 2022 guidelines apply to service providers (clause 2) and to all advertisements in any medium (clause 3), so every claim should be one you can substantiate (guidelines).

Count test: does every number say what it counts and when?

It passes if the sentence holds the number, the unit and the period, such as "[n] founders coached one-to-one, [month year] to [month year]". It fails if it reads "thousands of leaders" or gives a headcount with no period. Clause 4 of the guidelines requires "truthful and honest representation", and a number with no unit or period cannot be shown to be either.

Show-me test: can a stranger see the evidence in a minute?

It passes if there is something to open: a credential lookup, a certificate number, a recording, or a dated client message you hold permission to use. International Coaching Federation (ICF) credentials can be looked up by name in ICF's Verify a Coach tool. For speakers, trainers and consultants, a certificate number the issuer can confirm or a public registry entry does the same job. It fails if only you hold the proof. Clause 13 requires an endorsement to reflect "the genuine, reasonably current opinion" of the person giving it, so re-confirm old testimonials before keeping them. A careful buyer asks for much the same records before paying; we list them in six records that test an online coaching claim.

Ranking test: does every ranking or superlative name its source?

It passes if "top", "first" or "best" is followed by a named list, a year and a link. It fails if the word stands alone. If you cannot link it, cut the word.

Delete rule: does any line hedge a number you cannot show?

It passes if no line puts "over", "more than", "thousands" or "many" in front of a number or count you cannot show. It fails if any line does. Replace the line with the exact figure and period, or delete it. A shorter page with true lines is stronger than a longer one with a doubtful line among them.

Say what you can verify, and keep it short: the years in the role you came from, one finished piece of work, and a pilot with a client who agreed to be named. Two true proof lines are better than five stretched ones.

Spend the space you saved on block 2 and block 4. Describe the problem precisely and say exactly how your first session works; that is evidence of thinking a stranger can judge without any past clients. Offer a small, scoped pilot to your first few clients and ask permission to quote a dated message afterwards. If you are building a coaching practice from zero, a 40-day plan for a coach's personal brand before testimonials covers what to publish while the proof accumulates.

Our Brand New Brand You masterclass covers positioning, visual identity and audience connection, which are the decisions behind blocks 1 and 2: who you serve, what you stand for and how the page looks and sounds. You can see it among our programs.

Block 6 only works if the contact route on your site works, so we also create websites that carry the finished page.