When it comes to building a high-converting website, most people obsess over the homepage, services, or portfolio pages. But here’s the truth: your About page is one of the most visited and most powerful pages on your entire site. And if you’re not optimizing it to convert visitors into clients, you’re leaving money on the table.
Most About pages fall into one of two traps: they either talk only about the business owner (with no clear connection to the audience), or they’re bland and vague, offering no emotional connection or reason to buy. But a well-crafted About page can do more than tell your story, it can make your ideal client say, “This is exactly who I need.”
In this guide, we’ll break down how to write an About page that doesn’t just showcase who you are, but builds trust, showcases value, and turns casual visitors into paying clients.
1. Understand the Real Purpose of the About Page
Before you start writing, it’s crucial to understand what your About page is really for. Spoiler: it’s not just about you. Your About page should bridge the gap between who you are and how you can help your visitors.
When someone clicks on your About page, they’re often thinking:
- “Can I trust this person?”
- “Do they understand my problem?”
- “Is this someone I want to work with?”
So while your background and credentials matter, they should always be framed in a way that highlights how you help others. Your goal isn’t to give a full autobiography, it’s to build connection and guide visitors closer to becoming clients.
✅ Key Tips:
- Focus on your audience’s transformation, not your timeline.
- Answer the question, “What’s in it for them?”
- Make it human and relatable, people buy from people they feel connected to.
2. Hook Them with a Powerful Opening
Your About page isn’t the time to start with “Hi, my name is…” Instead, open with a bold statement or story that instantly resonates with your ideal audience. This could be a problem they face, a transformation you provide, or a mission you stand behind.
By starting with a client-centered hook, you immediately show that your site (and your business) is about them, not just you. This emotional connection is key to getting them to keep reading.
Here are some examples:
- “You’re doing everything right, but your business still isn’t growing. Sound familiar?”
- “I know what it’s like to feel invisible online, and I’m here to change that.”
- “If you’re tired of chasing clients and ready to attract them instead, you’re in the right place.”
✅ Key Tips:
- Start with empathy or a relatable struggle.
- Use direct language (“you” vs. “I”) in the intro.
- Position yourself as the guide, not the hero.
3. Tell Your Story, But Make It About Them
Yes, people want to know who you are. But they care most about how your story can help them succeed. So when you share your background, frame it around the client’s journey.
Instead of listing credentials, share moments of transformation, times when you overcame the same struggles your audience faces. Show them you’ve walked the path they’re on and you can lead them forward.
This builds trust, relatability, and authority. Your story becomes a signal that says, “I get it, and I can help.”
✅ Key Tips:
- Highlight challenges you’ve faced and how you overcame them.
- Tie your personal journey to your services.
- Avoid jargon or corporate language, be real.
Example:
After burning out in my 9-to-5, I decided to build a freelance business that gave me freedom. Now, I help other creatives do the same, without the guesswork I had to figure out alone.
4. Showcase What You Do and Who You Help
Once you’ve shared your story, be crystal clear about what you do and who it’s for. This section should feel like a natural transition: “Now that you know who I am, here’s how I help.”
Avoid vague labels like “coach” or “consultant” without context. Instead, say exactly what kind of results you help people achieve. Use language that mirrors what your audience is thinking or searching for.
For example:
- “I help overwhelmed service providers create automated systems that scale their income.”
- “I design bold personal brand websites that turn followers into clients.”
Bonus: Use a short bulleted list or “signature method” if you want to showcase your process or services in a clear, skimmable way.
✅ Key Tips:
- Focus on outcomes, not just titles.
- Use audience-focused phrases (“I help [who] do [what result]”).
- Add visuals like icons, infographics, or brief testimonials.
5. Add Social Proof That Builds Trust
Testimonials, logos, certifications, or featured press can instantly boost your credibility. If you’ve helped others succeed, your About page is a great place to highlight that.
Even one or two short, specific testimonials can make a big impact. Choose ones that highlight transformation, not just compliments.
Good testimonial:
“Before working with Sarah, I felt totally stuck. Now, I’ve launched my course and made over $10k in my first month!”
If you’re new and don’t have testimonials yet, that’s okay. You can also showcase:
- Results from your own business
- Quotes from beta testers
- Media features, podcasts, or guest posts
✅ Key Tips:
- Use real names and faces if possible.
- Choose testimonials that match your ideal audience’s goals.
- Don’t overdo it, 2 to 3 is usually enough here.
6. Let Your Personality Shine
People don’t hire logos, they hire people. So don’t be afraid to show a bit of personality. This doesn’t mean being unprofessional, it means being you.
RELATED: Behind the Scenes: How I Build Websites That Grow Brands
Add a few fun or humanizing details to help visitors connect with you. It could be your favorite coffee order, how you spend weekends, or a quirky habit that makes you memorable.
This isn’t fluff, it’s strategic relatability. When visitors like and relate to you, they’re more likely to trust you and hire you.
Example:
When I’m not building brands, I’m probably sipping iced coffee, binge-watching Netflix, or chasing my toddler around the living room.
✅ Key Tips:
- Use a conversational tone.
- Add a high-quality photo or branded headshot.
- Include a mix of personal + professional to feel balanced.
7. End with a Clear Call-to-Action (CTA)
Don’t let visitors finish reading your About page and leave. Instead, guide them to take the next step. Whether it’s booking a discovery call, downloading a free resource, or checking your services, make it clear what to do next.
Your CTA should match where they are in their journey. If they’re just getting to know you, a low-barrier option like a lead magnet might work better than a direct sales pitch.
Examples:
- “Ready to start your brand journey? Grab my free workbook below.”
- “Think we’d be a good fit? Book a free discovery call here.”
- “Want to see how I help clients grow their audience? Check out my services.”
✅ Key Tips:
- Keep your CTA short and action-oriented.
- Make the button bold and visible.
- Place a CTA mid-page and at the end of the page.
8. Optimize for SEO and User Experience
If you want people to actually find your About page, you need to make it search-engine friendly. Use keywords naturally in your headings, paragraphs, and image alt text.
Some great keyword ideas might be:
- “[your niche] expert in [your location]”
- “About [your business name]”
- “[industry keyword] for [target audience]”
Also, make sure your About page:
- Loads quickly
- Looks great on mobile
- Uses short paragraphs and subheadings for readability
Use tools like Yoast SEO or Rank Math (if you’re on WordPress) to help guide your on-page optimization.
✅ Key Tips:
- Add a keyword-rich title tag and meta description.
- Use H1, H2, and H3 headers properly.
- Include internal links to your services, blog, or contact page.
Final Thoughts: Turn Your Story Into Sales
Your About page is more than just a bio, it’s your secret weapon for building connection, credibility, and conversions. When done right, it answers your visitor’s questions, earns their trust, and inspires them to take action.
To recap:
- Lead with empathy and clarity.
- Make your story client-focused.
- Use proof, personality, and powerful CTAs.
- Optimize for both humans and search engines.
Whether you’re a coach, freelancer, creative, or entrepreneur, your About page can become one of the most valuable parts of your website, so give it the time, strategy, and heart it deserves.
Bonus: Want a Done-For-You About Page That Converts?
If writing isn’t your strong suit or you’re just too busy to figure it all out, I help influencers and personal brands create conversion-driven About pages and websites that grow their business.
👉 Book a free discovery call to get started.
