I’ve seen a LOT of websites in my time as a high-converting website designer for creative and wellness entrepreneurs. Most people put a lot of focus and time into creating their home page and services page but not as much time on the about page, which is a prime opportunity to increase conversions by introducing yourself and showing why YOU are the person they should hire above anyone else. Here’s the secret: Your about page should be more focused on your clients than yourself. Wait, doesn’t that defeat the purpose of an about page? Well, not really. Yes, your about page should have information about who you are, but ultimately your clients are on your website to learn why they should work with you and what kind of results you can create for their business. Your clients should learn four things from your about page:
- Who you are
- What you do
- The results you create
- Why they should work with you (above anyone else)
Most about pages I see read like a boring, stuffy resume with a list of accomplishments and accolades. It focuses too much on YOU and not enough on your ideal clients. With the copywriting prompts I’ll share in this post, you’ll be able to re-write your about page so that it’s helping you generate more leads again and again.
Who are you + What do you do?
This is where you introduce yourself. Give a quick introduction of who you are, what you do, and how you help your clients.
- What is the simplest way you can explain what you do? Example: I am an X who helps X with X so that X.
- How are you uniquely equipped to help your clients solve struggles in their business?
- What do you do differently than most other designers/coaches/etc?
Example:
Hi, I’m Chaucee! I’m a web designer and marketing coach who helps entrepreneurs increase their visibility and generate more leads so that they can stop worrying about where their next client is coming from and create consistent income.
What led you to do this work?
Here’s where you can get a bit personal. Share the reason WHY you love being a designer, a mental health coach, therapist, or nutritionist that helps people rehab their relationship with food.
- WHY do you do what you do?
- So what? Why does that matter?
- What were you struggling with before?
- How did it lead you to where you are now?
- How does this help you to serve your clients?
Example:
Why? Because I was where you are at now. I’ve learned how to shift this in my own business and I’m passionate about helping you create the same change in your business.
How do you help your clients?
Let’s face it, people are on your website to see what they’ll get out of working with you. Sure everyone loves cute cat coworker pics, but what they REALLY want to know is how you can help them.
- What are the tangible results you’ve gotten for clients in the past?
- How can you help them move their business forward?
Example:
My mission is to help entrepreneurs, just like you, attract more clients and generate more leads so that you can create the income consistency you desire and a business you love!
Why should I work with you?
When you’re asking people to spend their hard-earned money to hire you, they’re going to want to feel assured in that investment. Here is where you highlight how you do things differently than your competition and why that matters.
- What do you do differently than other designers/coaches?
- Why is that important?
- How will that help your client overall?
- Why is it worth their time and money to invest in working with you than a cheaper quick-fix solution?
Example: 
Have a Call To Action
Don’t forget to add a call to action to your about page! Yes, every page on your website should have a purpose and guide your visitor towards the next step to take. After they’ve gotten to know you and how you can help them, they’re going to want to know more! You could direct them towards your services page for more info, client testimonials to hear how it’s been for others to work with you, or your portfolio to see your work.
To sum it all up…
Your about page has the potential to attract your dream clients and help them to realize that it’s YOU they’ve been looking for! Take some time this week to re-write your about page using the prompts above. Need some inspiration for design and flow? Check out my about page for reference!
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