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Entrepreneurs, Your About Page Has Been Half-Written for Three Years
June 7, 2026
the page that runs your business
Your About page is the highest-traffic page on your site and it's been a placeholder since 2023.
The About page is also the page most founders avoid finishing because it asks them to articulate who they are and what they offer in the same paragraph, and that's vulnerable in a way most copy isn't. We talk about the About-page paralysis that hits every founder, the Maven About template that has shipped more pages for clients than any other tool I own, and the one paragraph that does most of the persuasion. Spoiler: it's not the one you think.
The Maven About template
| Section | What goes here |
|---|---|
| Hook line | Who you serve and what they get |
| Origin story (1 paragraph) | Why you do this, not your full history |
| What you believe | Three sentences. The reader self-selects. |
| What you offer | Three to five things, max |
| Proof | One quote, one stat |
| Invitation | One specific next step |
Ship the About page this weekend
- Fill in the template sections. One paragraph each.
- Use second person ('you') for the hook and invitation.
- Use first person for the origin and beliefs.
- Keep total length under 600 words.
- Publish. Edit only if something is wrong.
The About page has been half-written since 2023 because it asks you to be specific about yourself. Be specific. Publish. The world doesn't end.
— L.A. Walton, The Book Maven
From the Maven Catalog
- Master Course — Ship the About Page
- eBook — The About Template
- Toolkit — Entrepreneur's Web Copy Toolkit
- Planner — Web Copy Planner
Use the template. Fill the sections. Publish before Sunday night. The page that runs your business finally exists. The right clients self-select. Wrong ones leave. Both are wins.