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Let me guess: You’re here because writing your wedding business About page feels as challenging as getting a straight answer from a politician.

You need the words to connect, convert, and make an impact—but getting them onto that Google Doc and off your to-do list? Easier said than done.

If it feels hard—you’re not alone.

Because writing about yourself can feel all kinds of icky. 

But that’s where this About page copywriting guide steps in because I’m sharing my easy go-to formula for writing an About page that connects with your dream couples. 

PLUS 12 examples of must-see About pages to get inspired by.

Ready to jump in?

CONTENTS

1. Why your About Us page is SO important for your wedding business
2. Quick reminder: What your About page is NOT
3. H.E.A.R.T.: My ultimate About page copywriting formula for wedding businesses
4. 12 drool-worthy About page examples to spark your imagination 
5. Conclusion: Key takeaways on how to write an About Us page that connects

Why your About Us page is SO important for your wedding business

People buy from people they know, like, and trust.

Never is that saying more true than in the wedding industry.

And your About page has a HUGE impact on whether someone feels like they know, like and trust you.

Because when they land on your About page, they’re trying to figure out IF you’re the right fit for them.

They’re asking themselves if they’d hire you. 

If they can trust you. 

If they vibe with your personality. 

Couples are trusting you with one of the biggest days of their lives. 

And your About page is where you can start to build a relationship with them.

It’s the perfect place to show more of your personality and convey why you’re different from the competition. 

And like WedVibes uncovered in their wedding industry study, a whopping 69% of couples said they choose a professional because of their personality. 

Showing your personality—and getting that valuable connection on your website—is a huge competitive advantage for your business.

Quick reminder: What your About page is NOT

If you’re writing your About page like it’s a copy-paste of your resume, hit delete.

Your About page is not just about listing your achievements. 

It’s not a resume.

Yes, your couples care about how many years of experience you have BUT more importantly, they want to know this…

…do you get them? 

And can they trust you to show up with a passion for what you do?

So convey who you are—your story, your passion, your uniqueness and how, and why, you do what you do.

Focus on storytelling and bringing to life what drives you and how you relate to your couples personally.

Remember: Your About page is your chance to build a connection, not just list credentials.

H.E.A.R.T.: My ultimate About page copywriting formula for wedding businesses

I’ve written dozens of About pages for my clients, and I’m now revealing the proven copywriting formula I use so you can create a compelling, connection-driven About page for your wedding business.

To keep it simple and memorable, I call my About page formula H.E.A.R.T.

Here’s how it goes:

H – Hook with your Why using an attention-grabbing headline

Don’t start your About page with “Welcome” or “About Me”. 

There is SO much more value you can convey in your headline. 

Start the page off with a strong headline that draws the reader in. 

To avoid being ego-centric, focus on “why” and not “I”.

Show why you’re passionate and who you serve. Let the reader know they’re in the right place.

If you’re struggling to convey your why in a headline, then you could also hook with your value proposition instead.

This is where you convey what’s unique and desirable about you.

Or, a third option, is to hook with your one big promise.

What is the big promise you make to your clients? How will you improve their lives? What is the transformation that happens when they work with you?

Once you’ve written your About page, brainstorm at least 10 different headlines.

Writing a captivating headline is normally the hardest part of writing an About page, but it’s often easier once you’ve nailed the rest of the page.

👀 Look how Jasmine Star shares a one big promise to her audience in her headline:

E – Establish Trust & Acknowledge Their Needs

Now it’s time to reassure your reader that they’re in the right place. 

Get yourself into their mindset and reflect their feelings in your copy—acknowledge their pain points, challenges or desires. 

Show them that you understand what they’re looking for and that you’re going to help them.

You might say something like:

“I know you want your wedding to be a true reflection of your love story, from the smallest details to the grandest moments. That’s why I’m here—to lift that weight off your shoulders so you can enjoy every second, knowing I’ve got everything handled. Whether it’s curating a stunning floral design or coordinating a surprise flash mob dance from your best friends, my mission is to make your day as joyful as possible.’

Your couples need to feel you’re not just a vendor, you’re their partner in this experience.

A – Add Your Origin Story

Sharing your origin story on your About page gives your reader a behind-the-scenes look at what fueled your passion.

Did you jump into planning your best friend’s wedding on a whim and instantly fall in love with the wedding industry? 

Or perhaps you’ve always had a talent for organising Pinterest-perfect parties? 

Why did you start doing what you do? What sparked that fire inside you? 

Did you stumble into the wedding industry or was it always your dream?

Share your story because it has the *superpower* to make you both memorable and relatable.

Finally link your origin story back to your current work, and show how your journey and experiences shape what you offer today.

Paint a vivid picture, keep it personal, and don’t be afraid to sprinkle some of that messiness or magic that got you here. 

• Example: “My love for weddings started in a very unexpected way. I was stuck in my corporate accountancy job, drowning in soulless spreadsheets, when I jumped in to help a friend plan her wedding. That experience opened my eyes to the joy of creating not just events, but unforgettable moments filled with love and laughter. In that whirlwind of planning, I realised I wanted to ditch the 9-to-5 grind and embrace wedding planning, where I could blend my creativity with my passion for storytelling to bring each couple’s vision to life.”

👀 See how Jenna Kutcher uses a strong headline to draw the reader into her origin story and how she ties it back to what she’s achieved in her business: 

R – Reveal Your Credibility

This is the moment on your About page to show you’re the real deal.

It’s time to build trust with that reader who’s still scrolling down your About page wondering, ‘But can they really pull off my dream day?’.

Here’s how to reassure them that YES you absolutely can.

Here’s how: 

Showcase your experience and sprinkle in those glowing ‘OMG, thank goodness I found you’ client stories like confetti.

If you have accolades like features in Style Me Pretty or The Knot, flaunt them here. 

This is also a good place to share an anecdote about how you handled something that didn’t quite go to plan on the day but how your calm, cool and collected approach saved the day. 

Example:

“With over 150 weddings planned—and a few rainstorms and cake mishaps gracefully handled—I specialise in creating stress-free celebrations that reflect you. My work has been featured in The Knot and Brides, but it’s the sweet notes from my couples that mean the most. They say I’m the rock steady hand on their biggest day, making sure every detail falls into place even when the unexpected happens.”

This is your moment to SHINE with:

• Testimonials and reviews
• Number of weddings / happy couples under your belt
• Years in business
• Press features or awards
• Client success stories
• Professional affiliations or certifications  

Bragging rights fully permitted in this section.

👀 See how Amy Porterfield packs a credibility punch on her About page.

T – Tell Them What’s Next

You’ve poured your HEART into this About page, so don’t let readers hit a dead end (something way too many About pages do). 

They’ve made it to the bottom of the page, and now you want them to be thinking, “YES! I want to work with them!”

So first give them a final reminder of why they should work with you.

Example: “Whether you’re dreaming of an intimate garden ceremony, a glamorous ballroom reception, or a quirky celebration that perfectly reflects your love story, I’m here to guide you every step of the way. Don’t leave it to chance—let’s make sure your wedding day is everything you’ve always dreamed of”

Then wrap up your with a crystal-clear invitation (CTA) for couples to connect with you. 

Make it feel personal, easy, and exciting. Reinforce that you’re eager to hear about their vision and to be part of their special day.

What ONE action do you want them to take next?

Here are some ideas:

• Schedule your free consultation today
• Check availability for your date
• Reach out for a personalised quote
• Fill out this contact form and let’s talk about your vision
• Want to see if we’re the perfect fit? Click here to book a discovery call
• Contact me today for a free wedding planning session
• Curious about my services? Get in touch for a custom proposal.

👀 Using humour and concise copy B2B copywriter, Michal Eisik, reminds the reader of the value of working with them and gives them a clear CTA at the close of her About page:

12 drool-worthy About page examples to spark your imagination 

Now it’s time to spark inspo and creative juice from 12 stunning About pages.

Dive into the mix of personal stories, mission-driven content, beautiful design, credibility boosters, and a whole lotta personality—all the ingredients for a compelling and conversion-focused About page.

Whether it’s through humour, a shared mission, or storytelling, these brands connect with their audience on a deep, authentic level.

Sidenote: I’ve mostly selected examples from outside the wedding bubble. This helps avoid the trap of saying, and doing, exactly the same thing as every other planner, photographer, venue, or florist in the wedding space. 

Remember, the goal is to show YOUR personality and to STAND OUT from the pack.

1. Jasmine Star (Photographer/Business Strategist)
   Visit Jasmine Star’s About page.
   
2. Jenna Kutcher (Photographer/Entrepreneur)
   Visit Jenna Kutcher’s About page.
   
3. Marie Forleo (Entrepreneur/Business Coach)
   Visit Marie Forleo’s About page
   
4. Amy Porterfield (Online Marketing Coach)
   Visit Amy Porterfield’s About page
   
5. Lifestyle Business School
   Visit the Lifestyle Business School About page
   
6. Michal Eisik (B2B Copywriter and Coach)
   Visit Michal Eisik’s About page
   
7. Tonic (Showit template website designers)
   Visit Tonic’s About page
   
8. Brandee Gaar (Wedding Business Coach)
   Visit Brandee Gaar’s About page
   
9. Balter Beer (Beer!)
   Visit Balter Beer’s About page
   
10. Ramit Sethi (Author)
    Visit Ramit’s About page
    
11. KT Merry (Luxury Photographer)
    Visit KT Merry’s About page
    
12. Sweetgreen (Fast-food salads) 
    Visit Sweetgreen’s About page

Conclusion: Key takeaways on how to write an About Us page that connects 

Your About page is THE place on your website to connect with your dream couples.

Get that connection?

You’re much more likely to win the booking.

In the wedding industry, you’re not just offering a service—you’re crafting an experience. 

Your About page is the opening chapter of that journey for couples trusting you with their biggest day. 

So, share your story, show them what makes you you, and give them those warm fuzzies that scream, “This is The One!”

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Jennie Hawkins, website copywriter and SEO strategist for the wedding industry. 

I help wedding professionals stand out online with website copy that woos their ideal couples.  

Find out about my wedding-industry copywriting services

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