How to Write an About Page That Attracts Your Dream Couples
Two people stand side by side on a concrete pavement that reads “Passion Led Us Here” — a symbolic image for modern wedding creatives in the UK and Ireland building purpose-led businesses. The photo evokes values of authenticity, vision, and community, making it perfect for use in wedding supplier blogs or values-led brand content.
Written by Melissa Woods
Let’s talk about your About page. Yep - that little corner of your website you may or may not have written in a rush between editing galleries and posting on your Instagram.
But here’s the thing: your About page is one of the most visited pages on your entire site. Modern couples want to know who they’re working with. Not just what you do, but who you are, what you stand for, and why you do it. I’m always slightly baffled when I visit a supplier’s website and they’ve managed to overlook their About page. It kinda makes you invisible, or at least makes it harder for your dream couples to get to know you and resonate with you.
Here’s how to make it count.
1. Tell People ‘Why’
This isn’t a CV. Don’t open with “I started my business in 2018 and I’ve shot 200 weddings.” Start with the heart. Tell them the reason why you do what you do. Why you love working with couples who want to break the mould. Why you believe in making new traditions.
When you lead with passion and purpose, you connect emotionally. That’s what today’s couples are craving, and that’s what’s going to set you apart from your competition.
2. Show Them What You Stand For
Are you LGBTQ+ inclusive? Are you a champion of body positivity, sustainability or anti-diet culture? Say it loudly. Say it clearly. And don’t just say it… show it. Does your work reflect what you are saying?
This doesn’t just build trust. It tells the right couples, “You belong here.”
3. Sprinkle in Some Personality
Modern couples are hiring you, not just a service. So give them a sense of who you are.
Love 90s music? Perhaps they do too, so mention it. Dog obsessed? People who love dogs love other dog lovers, so tell them. Hate chair covers? Chances are they d too, so you know what to do, right? This is your chance to show your vibe and attract people who vibe with you.
A modern wedding business owner sits on a sofa at home with a laptop on a tray, wearing headphones and surrounded by framed wall art. They are cuddling a relaxed dog wrapped in a blanket. This image captures the cosy, creative energy of running a purpose-led wedding business in the UK or Ireland, with authenticity and heart at the core.
4. Include a Call-to-Action (CTA)
Never leave people hanging. Always tell them what to do next. Whether that’s booking a call, filling out a form, or stalking your latest wedding on Instagram, be clear and confident about where you want to send them so that they can get to know you more.
5. Make It Skimmable
Use short paragraphs, bold key ideas, and break up text with headings or quotes. Nobody wants to read a wall of text. Bonus points if you add a few great images of you with your dog listening to 90s music.
TLDR
Your About page can do a lot of heavy lifting - but only if you treat it like the key sales tool it really is. So write it with the same energy that you would write your Tinder profile!
It’s not just about what you do. It’s about why it matters.