Be honest.
Most About pages feel like the scene where you check your phone.
Nothing’s wrong with them.
They’re just… forgettable.
And culturally, we are exceptionally good at clocking out when a story stops giving us something to feel.
Because no one falls in love with a character because of their credentials.
They fall in love because of the moment something changes.
Pop culture never opens with the boring bit
We don’t meet iconic characters at their best.
We meet them:
- mid-chaos
- mid-identity crisis
- mid-wrong-life
We meet Elle Woods being underestimated.
We meet Luke Skywalker bored on a farm.
We meet Fleabag breaking the fourth wall.
We meet Tony Stark before the humility.
We meet Barbie before the disillusionment.
None of these stories start with a résumé.
They start with tension.
Your About page should too.
Why your About page isn’t doing its job
Most creative service businesses use their About page to sound:
Professional.
Credible.
Established.
Which usually translates to:
Safe.
Neutral.
Skimmable.
And in a world raised on redemption arcs, reinvention eras, villains-we-understand, and slow-burn payoffs, that’s a missed opportunity.
People don’t want to know everything about you.
They want to know why this exists.
Your About page is a pilot episode, not a Wikipedia entry
Think about pilots that hooked you instantly.
The ones that made you say “okay fine, one more episode.”
They don’t explain everything.
They establish:
- the problem
- the worldview
- the emotional promise
They tell you what kind of story you’re in.
Your About page should do the same.
It’s not there to document your entire career.
It’s there to answer one question:
“Is this for me?”
Highlight reels don’t build attachment — context does
Pop culture has proven this over and over again.
We don’t obsess over characters who win easily.
We obsess over:
- glow-ups
- comeback eras
- anti-heroes
- people who choose differently
We didn’t care about the montage.
We cared about the decision.
The moment someone stopped pretending.
The moment they chose themselves.
The moment the story turned.
That’s what makes things iconic.
How all four storytelling archetypes belong on your About page
A powerful About page doesn’t pick one lane.
It layers them.
Strategist — gives us the thinking.
The reason you do things the way you do.
The lesson learned the hard way.
Firestarter — gives us the friction.
The thing that wasn’t working.
The rule you stopped following.
Connector — gives us recognition.
The “oh god, same” moment.
The feeling of being understood.
Main Character — gives us evolution.
Not ego.
Growth.
That combination is what makes a story feel alive instead of corporate.
What to write instead of your life story
If your About page feels flat, stop asking:
“What should I include?”
And start asking:
- What moment changed how I see this work?
- What problem do I care about more than most?
- What do I refuse to do the old way anymore?
That’s story.
Why people say “I feel like I already know you”
No one bonds with brands through facts.
They bond through:
- tone
- shared references
- emotional familiarity
The same reason certain characters feel like old friends.
Story creates trust faster than proof ever will.
Your next episode
If this made you realise your About page is doing admin instead of storytelling, you don’t need to burn it all down today.
You just need to rewrite it like it matters.
- Join the waitlist for 1:1 or group coaching if you want your messaging to sound like a story, not a brochure
- The podcast is launching soon, breaking down pop culture, storytelling, and emotionally intelligent marketing
- The book dives deeper into archetypes, identity, and brand storytelling
- Download one of the free storytelling PDFs if you want a softer starting point
Your About page isn’t there to explain you.
It’s there to make someone stay.
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