How to Create an Effective “About” Page That Converts Visitors into Subscribers

Your About page is key to building trust in your local newsletter. Learn how to craft an engaging and converting About page for your Substack site.

Hey there, it’s Reginaldo Osnildo!

Let’s talk about something that might seem simple—but can make a huge difference in building your local newsletter’s credibility and community: your About page.

Many newsletter creators treat their About page as an afterthought. Yet it’s one of the most important places on your Substack. It’s here that you can:

  • Introduce yourself and your mission

  • Explain what readers can expect

  • Build trust and authority

  • Turn casual visitors into loyal subscribers

Here’s how I craft an About page that connects with my community and helps convert visitors.

1. Start With a Clear and Compelling Mission Statement

Your About page should answer:

  • Who are you?

  • What’s your story?

  • Why do you care about local journalism?

For example:

“I’m Reginaldo Osnildo, a local storyteller dedicated to helping [City Name] stay informed, connected, and engaged. I cover the stories that matter—community events, local issues, and the voices of everyday neighbors—so that every resident can feel seen and heard.”

Keep it authentic and personal. Your mission is the heart of your newsletter.

2. Share Your Story and Values

Your journey can be a major trust-builder:

  • Explain why you started the newsletter

  • Highlight any unique experiences or local insights that shape your work

  • Outline the values that drive your reporting (transparency, community first, independent journalism)

Be honest—if you’re a one-person operation just starting out, say so. Authenticity beats a forced aura of expertise.

3. Clearly Explain What Readers Can Expect

Set clear reader expectations:

  • What topics will you cover?

  • How often do you publish?

  • What makes your local news unique?

For instance:

“Every week, you’ll receive curated updates on neighborhood events, in-depth coverage of local government, and stories spotlighting the real voices of [City Name]. Whether you’re a busy parent, a small business owner, or simply curious about your community, this newsletter is your trusted source.”

Providing a clear roadmap helps visitors decide if they’re in the right place.

4. Show Your Personality

Your About page is your chance to be memorable.

  • Use a warm, conversational tone

  • Include a friendly portrait or local photo

  • Add a personal anecdote or fun fact that makes you relatable

This isn’t a corporate “About Us”—it’s you. Let your personality shine.

5. Include Social Proof and Milestones

If you’ve got any of these, let visitors know:

  • Subscriber count (even if small, every number matters)

  • Testimonials from readers or community leaders

  • Any notable mentions in local media

Even a simple statement like, “Join the growing community of [City Name] readers who trust us for local news,” can build confidence.

6. Make It Easy to Subscribe

Place a clear call-to-action (CTA) on your About page:

  • A prominent “Subscribe Now” button

  • A short explanation of the benefits of subscribing

  • Optionally, mention free and paid tiers if applicable

Make joining as simple as a single click.

7. Keep It Updated

Your About page should evolve with your newsletter.

  • Revisit it every few months

  • Update milestones, new initiatives, or changes in focus

  • Reflect on community feedback

A dynamic About page shows that you’re actively engaged with your readers and your mission.

8. Design Matters, But Keep It Simple

You don’t need fancy design tools—clarity is key.

  • Use bullet points, headings, and short paragraphs for easy reading

  • Ensure your mobile experience is smooth

  • Incorporate visual elements (images, logos) that reflect your local flavor

A clean and well-structured layout helps keep readers on the page.

Ready to Build a Newsletter That Truly Represents Your Community?

If you’re ready to craft an About page—and an entire newsletter—that not only tells your story but also converts visitors into loyal subscribers, I’ve got the complete roadmap for you.

👉 Local Journalism on Substack: How to Create a Low-Cost, Monetizable News Site and Newsletter Network

Inside, you’ll find:

  • Step-by-step guides for every part of your newsletter strategy

  • Templates for crafting your About page, headlines, and more

  • Proven engagement and monetization techniques

  • A 30-day action plan to build your local media platform from scratch

Your story matters, and your community deserves to hear it.

Let’s build a newsletter that stands out—together.