Did you know that your About page is often the second most visited page on your website, yet most people get it wrong by making it all about themselves? The truth is, your About page isn’t really about you at all — it’s about your ideal clients and what you can do for them.
A well-crafted About page sets the tone for your website and serves as a gateway to your brand. It’s your chance to highlight the experiences and successes of your clients, demonstrating why you were the right person to help them achieve those results. It differentiates you from competitors by showing what makes your business unique and why clients should choose you.
When your About page focuses on your ideal clients rather than yourself, it will:
- Help visitors connect with you
- Enable people to see if they’re a good fit for working together
- Build trust and credibility
- Encourage further engagement to explore more of your website
Why Writing Your Own About Page Feels So Hard
If you’ve ever tried to write your About page yourself, you know it never goes as smoothly as you expect. You don’t want to brag about how great you are, but you’re unsure what to write about instead.
You might find yourself:
- Looking at other About pages in your industry, only to find they’re all quite different
- Watching YouTube videos to figure out the best approach
- Buying a template or two, hoping you can MadLib your page together
Even with a clear outline, many people struggle to convey their unique value without sounding insincere.
As a professional website copywriter, I can relate.
Writing my About page copy, which I usually finish in a couple of hours for a client, stayed half-done in a Google Doc for longer than I care to admit.
It’s no surprise that many copywriters hire others to write their website copy. When you’re deeply involved in your own business, an outside perspective can be incredibly valuable — and you’re often less critical of someone else’s writing than your own.
Yes, You Can Write an About Page That Works!
Writing an engaging About page doesn’t have to feel impossible. You don’t need to hire a professional writer if it’s not in your budget. With some guidance and the right mindset, you can create copy that truly resonates with your audience — I promise!
You already have the best insight into your business, your ideal clients, and the value that you provide. Use this knowledge to your advantage.
Here’s a breakdown of the steps to help you communicate your story effectively and connect with your ideal clients.
Step 1: Define Who You Serve and How You Add Value
Think about your ideal client. What specific needs or challenges do they face? Show how your services solve these problems or improve their lives.
- Why It Matters:
Highlighting who you serve and how you help makes it easier for potential clients to see themselves in your story. It helps them feel understood and positions you as the solution they’ve been searching for. - Example:
Our solutions are designed for busy professionals who need reliable and efficient tech support. We help streamline their workflow and reduce downtime, so they can focus on what matters most.
Step 2: Showcase Your Impact with Results and Stories
Clearly describe your core services in simple, straightforward language. Avoid jargon or trying to sound unique. Instead, use case studies, statistics, or testimonials to show tangible results and the positive impact you’ve had on clients.
- Why It Matters:
Potential clients are more likely to trust and engage with you when they see real-world evidence of your success. Demonstrating results builds credibility and reinforces your value proposition - Example:
Our team provides top-notch legal advice, ensuring businesses stay compliant and protected. We’ve helped over 100 companies navigate regulator challenges successfully.
Step 3: Share the Story Behind Your Passion
Consider using storytelling to create an emotional connection with your audience. When you do this, it makes your brand more relatable and memorable.
When trying to decide which story to tell, you might reflect on pivotal moments in your journey that shaped your mission and values. Think about any experiences that led you to identify the needs of your clients or challenges that inspired you to offer specific solutions.
By weaving these elements into your narrative, you create a compelling backstory that not only highlights your dedication but also fosters a genuine connection with potential clients who share similar values or aspirations.
- Why It Matters:
Stories create memorable experiences for your readers and help them emotionally connect with your brand. When clients relate to your story, they’re more likely to trust you and feel a stronger connection. - Example:
Inspired by her love of nature, Barbara Smith started her company to ensure environmental sustainability was the first thing looked at during a land development project, not as an afterthought.
Step 4: Break Down Your Process and Client Experience
When writing your About page, break down your process or methodology into clear, understandable steps. When you show people what to expect, it makes them feel more comfortable working with you.
In addition, use this space to share your unique approach or philosophy. Think about what sets you apart from others in the industry. This differentiator could be anything from your customer service style to how you prioritize sustainability in your business practices.
- Why It Matters:
By setting clear expectations, you make potential clients feel more comfortable and confident about working with you. Transparency builds trust and helps establish a solid foundation for your relationship. - Example:
Our process begins with a thorough consultation to understand your unique needs. We then develop a customized plan, keeping you informed every step of the way. Clients appreciate our transparent and collaborative approach.
Step 5: Be Honest About Who You’re Best Suited For
Not everyone is going to be a good fit for your business. You want to acknowledge any limitations or situations where your offer may not be the best solution. This shows honesty and transparency, which builds trust with your audience.
At the same time, highlight when your services are ideal and why they should choose you over others. What makes your business stand out? What benefits do you offer that no one else does?
- Why It Matters:
Honesty about who you can and cannot help builds credibility and trust. It also attracts clients who are genuinely a good fit, making your work more rewarding and reducing potential misunderstandings. - Example:
While our personalized coaching program is ideal for individuals looking to make a career change, it may not be suitable for those simply seeking job search advice. However, if you’re ready to take control of your career goals and receive expert guidance every step of the way, our program is perfect for you.
Step 6: Guide Them to Learn More About Your Offers
You want to encourage readers who are not quite ready to say yes to explore additional resources such as blog posts, FAQs, case studies, or downloadable guides that provide more details about your offers.
Use clear links or directions leading to specific pages on your website where more detailed information can be found rather than making them try to find it on their own. This not only saves time and effort but also keeps potential clients engaged with your brand and on your website.
- Why It Matters:
Offering additional resources keeps potential clients engaged with your brand. It helps them learn more about what you offer at their own pace, increasing the chances they’ll return when they’re ready. - Examples:
For a deeper dive into what we offer, check out our Case Studies section, where we showcase our successful projects and client success stories. Or: To learn more about our comprehensive range of services, visit our Services page. You’ll find detailed descriptions and client testimonials.
Step 7: Make Your Call to Action Clear and Compelling
Website visitors appreciate being guided toward the next steps if they’re ready to work with you. Your About page needs to include a strong call to action that leads them to take a specific action, such as scheduling a consultation, signing up for your newsletter, or making a purchase.
You want to make the process easy and straightforward, with clear instructions and minimal barriers to action. This not only helps drive conversions but also shows your commitment and enthusiasm for working with potential clients.
- Why It Matters:
A strong call to action drives conversions by making it easy for visitors to take the next step. It shows your enthusiasm and readiness to work with potential clients. - Example:
Ready to make your home more modern? Contact us today for a free consultation. We’re excited to partner with you and help you with your next renovation project.
Write an About Page That Captivates Ideal Clients
Remember, your About page is your story told through the lens of your audience. When you focus on who you serve, highlight your value, and share relatable stories, you’ll be crafting an About page that resonates with your audience.
A compelling About page transforms how potential clients see your business. It’s your chance to make a memorable first impression and set the stage for a lasting relationship.
You have the knowledge and tools needed to create an About page that truly stands out. The key is to put yourself in your ideal client’s shoes and speak directly to their needs and desires. Don’t be afraid to edit and refine your About page after publishing it either. The more you align the page with your audience’s desires, the more effective it will be.
You’ve got this!
Busy? I Can Craft Your Perfect About Page
If you’ve read through this guide and feel overwhelmed by the prospect of writing your About page, or you know you’re already too busy to tackle your own copy, you’re in good company.
Writing your own website copy is hard AF — it’s why I focus my business around helping people with their website copy.
With my expertise in crafting engaging copy, I can help you articulate your story, values, and unique offerings in a way that resonates with potential clients. Don’t let the writing process hold you back from making a great first impression.
Contact me today to get started on your About page, and watch your brand come to life!
