How to Make a Great About Page

Best practice and common pitfalls with newsletter About pages

Karen Cherry
6 min readJun 13, 2024

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

That’s what people want to know when they discover your Substack or Beehiiv 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.

There are three ways to show readers who you are and what you are all about: your ‘hero post’; in-post introductions and calls to action (CTAs); and the About page. This post is all about the About page.

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;


(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?



Karen Cherry

Substack writer. Secret tree hugger. Aussie business owner with >$19K revenue on Substack. Refusing to dumb it down.