---
title: "About page template built on Know - Trust - Love"
description: "The about page template fits Know - Trust - Love into one page with 6 blocks, plus how to adjust it by business model and 3 rules."
type: "Know post"
docType: "Reference"
from: "write-to-sell/introduction"
tags: ["Resources"]
entity: "about page template"
---

> Documentation Index
> Fetch the complete documentation index at: https://cuongthach.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# About page template built on Know - Trust - Love

The about page template splits the page into **6 blocks across the 3 layers Know, Trust and Love**. You fill each block with your own story and expertise instead of starting from a blank page. [Hoang Hxn](https://cuongthach.com/docs/write-to-sell/instructors), the companion coach of Write to Sell, shares it on [Blueky](https://blueky.com/?id=1).

![About page template](https://cuongthach.com/docs/_nimbus/md/nwqs4i/illus-docs-nhiet-ke-niem-tin.en.svg "Fill the trust first, then invite the sale")

## What do customers ask here?

An about page is not a place for an autobiography or a list of achievements. Customers open it to answer one question. **Has this person been stuck where they are now, and can this person pull them out?**

The template answers it by fitting the [Content funnel](https://cuongthach.com/docs/content-system/know-trust-love/introduction) Know - Trust - Love into a single page. The Know layer shows you understand them, the Trust layer gives them proof, and only the Love layer invites them to act.

## Six blocks in 3 layers

1. **Statement and context**

   The first two blocks are the Know layer, which makes customers feel you are talking about them. For a personal brand, give your name, your field and the customers you serve. For a company, say who founded it, its mission and the problem it solves.
2. **Origin**

   Tell briefly when you were stuck where your customer is now. Empathy comes from stumbling, not from success, and honesty here is something no one can copy. A short video under 3 minutes can replace this text.
3. **Philosophy and process**

   The next three blocks are the Trust layer, because customers do not believe promises, they believe results. This block is a diagram of a few steps showing how you solve the problem differently from the crowd.
4. **History and ecosystem**

   For a person, the programs you run and your real hours of practice. For a company, how it came to be and the effort put into it. Mention only projects that are still alive, and skip the ones that ended.
5. **Real proof**

   For a person, customers' before and after stories. For a company, its partners and customer successes. When you name a partner, link to their company website, because a company website carries more weight as proof.
6. **Solution and call to action**

   The last block is the Love layer, once customers feel warm toward you. Tell why you made the product, the care and effort you put in, then place one single button to the product page or a gift.

## Adjust it to your business model

The six blocks are the base frame. Depending on what you sell, you put the weight on different blocks.

| Model | Put the weight on |
| --- | --- |
| Information products (training, experts) | Origin and philosophy, because customers buy your thinking and experience |
| Services | Your work process, service packages and featured projects |
| Digital products (software, templates) | A shorter story, with features and ecosystem moved up |

## Three rules while writing

1. **Don't sell early.** No product links in the Know or Trust layer. Asking for the sale before readers know who you are breaks the funnel.
2. **Keep the 3 layers balanced.** Know, Trust and Love run about the same length, with clear breaks between them.
3. **Write in the customer's words.** Use the very words customers complain with to write your headlines.

When you tell your origin, tell it so customers see themselves in your story, not as a list of complaints, as [Create an about page](https://cuongthach.com/docs/write-to-sell/positioning/guides/about-page) says. The full guide, with a sample about page to preview, is the original post [Build an about page on Know - Trust - Love](https://help.blueky.com/en/design-trust-building-about-page) on Blueky.

## Related pages

- Doesn't give a template for the home page: see [Home page template](https://cuongthach.com/docs/write-to-sell/resources/page-templates/home-page-template).
- Doesn't explain why there are 2 websites: see [Personal site](https://cuongthach.com/docs/write-to-sell/positioning/concepts/personal-site).

Source: https://cuongthach.com/docs/write-to-sell/resources/page-templates/about-page-template/index.mdx