7 Rules for a High-Performing About Page

Rules for newsletter About Pages

Karen Cherry
6 min readJul 12, 2024

Who the hell are you and why does your publication exist?

That’s what people want to know when they discover your newsletter.

Reminder: Newsletter growth comes from converting strangers into readers; readers into subscribers and subscribers into raving fans who will share your work and help you grow on autopilot.

Hi, I’m Karen! I have thousands of subscribers across multiple Substack newsletters, including one that makes >$19K per year. In this post, (originally published on Substack), I share everything I’ve learned about About pages during my three years on the platform.

Who the hell are you, and why should I care? Your About page is your chance to ‘pitch’ your publication to your readers. Make it good. Image by author + robots

About pages are super important. Why is it so vital to have a good one?

Your About page exists to:

(1) Convert casual readers into subscribers;

and

(2) Convert subscribers into fans*.

You can only do those two things by answering this question: who are you and why does your publication exist?

*there is also a third reason, which we’ll get to later in this post.

What should you include in an About Page?

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Karen Cherry

Substack writer. Secret tree hugger. Aussie business owner with >$20K revenue on Substack. Refusing to dumb it down.