What to write on your “About the Candidate” page
Let’s be honest: the "About" page is where a lot of good campaigns go to die.
Not because people don’t care, but because candidates write like they’re applying for a job at NASA instead of asking for votes.
This page is not your resume.
It’s your chance to connect with voters who want to know: who is this person and why are they doing this?
Here’s how to write an About page that doesn’t suck.
1. Start with the truth, not the timeline.
The best opening line isn’t your birth story. It’s the moment that lit a fire under you.
Prompt: What pissed you off enough to run?
Lead with that.
"When I saw our school budget gutted for the third year in a row while corporate subsidies kept flowing, I decided I couldn’t wait any longer."
That’s a hell of a lot more compelling than:
"Jane Doe was born and raised in Springfield. She graduated magna cum laude from Regional State University with a degree in Political Science."
Cool. So did 1,000 other people.
2. Keep it human.
Write like you’re talking to a neighbor, not delivering a TED Talk.
You can absolutely say you care about your community. But back it up with one honest moment. Something that actually happened.
"After watching my mom work a full-time job and still need to skip medication because of co-pays, I knew we needed better healthcare policy."
That’s real. That’s relatable.
3. Drop the job history dump.
Nobody needs your full LinkedIn.
Stick to what helps voters understand what kind of leader you are, and what matters to you. One or two relevant things, max.
"I’ve spent the last ten years working in housing policy and organizing tenant protections."
Not:
"Prior to her candidacy, she served as an associate assistant manager at MidCorp Holdings before being promoted to Senior Strategic Lead."
Absolutely not.
4. Lead with values. End with vision.
Don’t make it all about your background. Tie it back to what you believe and what you want to fix.
"I believe we need a government that works for working people, not just donors. I’m running to make sure families like mine don’t get left behind."
Boom. That’s an About page.
Want help writing the rest of your site? The Campaign Website Launch Checklist includes writing prompts, layout guides, and a full 48-hour launch plan.
