People want to work with people they like — show off your personality and engage with your visitors by telling the story of your business, achievements, and goals. It needn’t be longer than a paragraph or two, but that’s enough space to paint the right picture of who you are.

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The content of your About page should speak directly to your audience. Use language they can connect with, whether it be more casual, formal, creative or straightforward. It’s not about changing your own story, but rather about how you tell it, based on your audience.