Why Your About Page Needs a Holiday Refresh (And How to Do It)
Here's something most business owners don't realise: your About page is one of your hardest-working sales tools during the holiday season.
While you're busy optimising product pages and planning promotions, your About page is quietly doing the heavy lifting — building trust with shoppers who want to know there's a real person behind the brand they're about to buy from.
And during the holidays? That connection matters more than ever.
Holiday shoppers aren't just buying products. They're buying stories, values, and relationships. They want to support brands that align with their beliefs and feel authentic. Which means your About page isn't just a "nice to have"—it's a conversion tool.
If yours hasn't been updated since you first launched your business, now's the time to give it some love.
Why the Holiday Season is the Perfect Time to Refresh Your About Page
The holiday season brings a surge of new visitors to your website. People discovering your brand through gift guides, Instagram posts, boutique fairs, and word-of-mouth recommendations.
Many of them will land on your About page before they ever click "Add to Cart."
Think about your own shopping behaviour. When you discover a new brand, especially during the holidays when you're buying gifts for people you care about, don't you want to know who's behind it? What they stand for? Why they started their business?
Your About page answers those questions—and when it's done well, it turns curious browsers into loyal customers.
But here's the catch: if your About page reads like a corporate bio or a list of credentials, you're missing the opportunity to connect. Holiday shoppers are looking for warmth, authenticity, and shared values. They want to feel something when they read your story.
How to Balance Professional Credibility with Personal Connection
One of the biggest struggles I see with About pages is finding the balance between "professional enough" and "personal enough."
You want to establish credibility and prove you know what you're doing. But you also want to sound like a real human being—someone your ideal customer would actually want to support.
The secret? Lead with story, then layer in the credentials.
Start by sharing why you started your business. What problem were you trying to solve? What experience shaped your perspective? What moment made you realise you had to do this work?
Then, weave in your expertise and experience as proof that you can deliver on your promise. But don't lead with it. Nobody connects emotionally with a resume.
Instead of: "I have 15 years of experience in sustainable fashion and a degree in textile design."
Try: "After years of working in fast fashion and watching perfectly good garments end up in landfills, I knew something had to change. That's when I started designing pieces that last—backed by 15 years of textile expertise and a deep commitment to sustainability."
See the difference? Same information, but one version invites connection while the other just lists facts.
The Crucial Elements Every Converting About Page Needs
Your About page should answer five key questions, in this order:
1. Who is this for?
Your ideal customer should recognise themselves immediately. Speak directly to their experience, their struggles, or their values right from the opening.
2. Why should I trust you?
Share your origin story, your credentials, or the results you've achieved. This builds credibility without feeling salesy.
3. What do you believe?
Your values set you apart. Whether it's sustainability, inclusivity, craftsmanship, or community—make it clear what drives your decisions.
4. What makes you different?
Don't just say you're "passionate" or "dedicated" (everyone says that). Share your unique perspective, process, or approach.
5. What should I do next?
Every About page needs a clear call-to-action. Whether it's "Shop the Collection," "Work with Me," or "Join Our Community," give visitors a next step.
Common Mistakes That Make About Pages Forgettable
Let's talk about what doesn't work—because I see these mistakes all the time:
Writing in third person. Unless you have a team of 50+, write in first person. It's warmer, more authentic, and easier to connect with.
Leading with credentials. Nobody cares about your qualifications until they care about you. Start with story, not resume.
Being vague. "I'm passionate about helping people live their best lives" doesn't tell me anything. Get specific about who you help and how.
Forgetting to include a CTA. Your About page should guide visitors somewhere—whether that's your shop, your contact form, or your newsletter signup.
Sounding like everyone else. If I could swap your brand name with a competitor's and the About page would still make sense, it's too generic. Inject your personality.
How to Structure Your Brand Story to Resonate with Holiday Shoppers
Holiday shoppers are looking for brands that feel aligned with their values. They want to buy gifts that mean something—and they want to support businesses with purpose.
Your About page should reflect that.
Here's a simple structure that works beautifully during the holidays:
The Hook
Open with a moment, a feeling, or a problem your ideal customer will recognise. Draw them in immediately.
Example: "Every year, I watched my daughter outgrow perfectly good clothes within months—and the guilt of contributing to landfills kept me up at night."
The Journey
Share how you went from that problem to creating your solution. What challenges did you face? What did you learn? This is where vulnerability builds connection.
The Mission
Clearly state what you do now and who you help. This is your value proposition wrapped in story.
The Values
Tell readers what drives your business decisions. Whether it's sustainability, ethical sourcing, supporting local artisans, or creating inclusive products—make it clear what you stand for.
The Invitation
End with a warm, clear call-to-action that invites them to take the next step with you.
Your About Page Refresh Action Plan
Ready to give your About page the holiday glow-up it deserves?
Here's what to do:
Read your current About page out loud. Does it sound like you? Or does it sound stiff and corporate?
Ask yourself the five key questions. Does your page clearly answer who it's for, why to trust you, what you believe, what makes you different, and what to do next?
Add a personal story. Even if it's just a paragraph, weave in a moment that shows your human side and connects to why you do this work.
Check your CTA. Make sure you're guiding visitors somewhere intentional—whether that's your shop, your services, or your email list.
Get a fresh pair of eyes. Have someone in your target audience read it and tell you what they learned about you. If they can't clearly articulate your story and your offer, revise.
Ready to Transform Your About Page Into a Conversion Tool?
Your About page has the potential to be one of your strongest sales assets—especially during the holiday season when connection and trust matter most.
But getting it right requires strategy, structure, and a clear understanding of what your ideal customer needs to hear.
Ready to craft an About page that builds trust and drives sales? Download my free Bio Blueprint for a step-by-step guide to writing an About page that converts browsers into buyers.
Because your story deserves to be told in a way that resonates — and your business deserves an About page that actually works for you.
the author
Hi, I’m Melody! I help women-led brands make money with copy that reflects their true brand personality and speaks directly to their audience’s hearts.
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