How to write an About page that actually books clients
Did you know that your About page is one of the most visited pages on your entire website?
After someone stumbles across your portfolio or lands on your website homepage, the very next thing they typically do is click “About.”
Rightly so, they want to know:
Who is this person?
Do I trust her?
Is she the right fit for me?
That’s a lot of weight for one page to carry! And yet, for many interior designers, it’s the page that gets the least strategic attention.
But don’t worry.
Once you understand what your About page is actually supposed to do (hint: it’s not just for listing your credentials), writing one that connects, builds trust, and gently nudges someone toward booking a call becomes a whole lot more natural.
Let’s walk through it together.
Why most interior designer About pages fall flat
Most interior designers write their About page like it’s a professional bio. Like a neat summary of where they trained, how many years they’ve been in business, and a list of software they use. It reads more like a LinkedIn profile than a real conversation.
The problem isn’t the information itself. It’s the order and the energy.
A list of facts doesn’t make someone feel anything. And when a prospective client is deciding whether to trust you with their home (one of the most personal spaces in their life!), how they feel about you matters enormously.
Another common misstep is making the page entirely about you, when your reader is likely wondering, “But what does this mean for me?”
The most effective About pages hold both: your story and your client’s world.
The connection–credibility–clarity framework
Think of your About page as moving through three distinct layers.
Each one builds on the last, and together they do the underlying, steady work of turning a curious visitor into a confident inquiry.
LAYER 1 — Connection
Lead with something real.
Before you share a single credential, let your reader feel seen. This doesn’t mean oversharing or writing a personal essay. It means opening with something true that creates an immediate moment of recognition.
Think about why you do this work. What do you believe about homes and the people who live in them? What drew you into interior design in the first place? A genuine, specific answer to any of these creates more connection than a decade of experience listed in bullet points.
LAYER 2 — Credibility
Earn their confidence, naturally.
Once someone feels connected to you, they’re ready to hear about your expertise. This is where your background, experience, and approach come in. But it should be woven into a narrative rather than itemized in a list.
What have you done? What do you specialize in? What results do your clients typically experience? You can absolutely mention your training, certifications, or the caliber of projects you’ve worked on. Just let it flow like a conversation, not a résumé printout.
LAYER 3 — Clarity
Tell them exactly what to do next.
A warm, well-written About page with no clear next step is a missed opportunity. End with an invitation that feels like a natural continuation of the relationship you’ve just started building. This is where your CTA (call-to-action) lives, and it should feel less like a sales pitch and more like an open door.
About page example openings that work
The first two or three sentences of your About page should do the heavy lifting.
Here are a few different approaches. Notice how each one creates an immediate sense of personality and warmth:
BELIEF-LED OPENING
“I believe a well-designed home doesn’t just look beautiful. It makes your whole life feel a little easier. That’s the standard I hold for every project I take on, whether it’s a single room refresh or a full home transformation.”
CLIENT-CENTERED OPENING
“If you’ve ever walked into a space and immediately felt at home — calm, comfortable, like everything is exactly right — then you already know what I’m working toward for every single client.”
STORY-LED OPENING
“I came to interior design the long way around. After years of working in [previous career/field], I finally gave myself permission to pursue the thing I’d always loved most: turning spaces into something that actually feels like the people who live in them.”
Notice that none of these lead with “Hi, I’m [Name]!” or “I’ve been an interior designer for X years.” Both of those openings put the reader in a passive role.
The examples above, instead, invite them into something: a perspective, a feeling, a story.
What to leave out
Just as important as what you include is what you edit OUT. A few things that often clutter an About page without doing much work:
Leave out: A long list of software or tools
Your clients aren’t hiring you for AutoCAD, they’re hiring you for your eye, your judgment, and your ability to manage their project beautifully. Skills lists can often undermine the premium feel you’re going for.
Leave out: Every job you’ve ever had
Unless a past role is directly relevant to why you’re exceptional at what you do now, it doesn’t need to be there. Focus on the thread that connects your work to your clients’ outcomes.
Leave out: Filler phrases
“Passionate about design.” “Detail-oriented.” “Dedicated to client satisfaction.” These phrases appear on virtually every designer’s website, which means they’ve become invisible. Swap them for something specific and true to you.
Leave out: An apologetic or overly humble tone
You are wonderful at what you do. Your About page should reflect that confidence. Warmly, yes, but clearly.
A few more touches that make a difference
Do include: A great photo of you
Not just your portfolio. You. Prospective clients want to see the person they’ll be trusting with their home. A warm, professional image does more connection-building than almost anything else on the page.
Do include: A small personal detail or two
Not your whole life story, but a glimpse. Where you live, what you love outside of work, something that makes you human and memorable. This is especially resonant for clients who are also juggling busy family lives and want to work with someone who genuinely gets it.
Do include: Your voice
Write like you talk. Read your About page out loud. If it sounds stiff or formal in a way that doesn’t match how you’d actually introduce yourself to a new client over coffee, it’s worth softening. Approachability is part of your brand.
Putting it all together
Your website’s About page, at its best, is a conversation that happens before you ever get on a call. It says: I see you, I know what you need, I’m great at this, and I’d love to help. When it does that job well, the people who land there don’t just browse, they reach out.
You don’t need to reinvent yourself or write something overly polished. You just need to be clear, warm, and real… in that order.
The framework is simple. The words are already in you. It’s just a matter of getting them onto the page in a way that serves the people who need you most.
Ready to tell your story in a way that converts?
Your About page is just one piece of a website that should be actively working for your business: bringing in the right clients, building trust before you ever speak, and giving you back a little more of your time.
If you’re ready to build a website that does all of that, one that truly reflects who you are and the caliber of work you do, we’d love to explore what that can look like.
