How to write an about page that actually connects with your ideal client

What is the ABOUT page? (Simple answer)

Your ABOUT page is one of the most important pages on your website because it gives you an opportunity to resonate with your Target Audience.

Why the ABOUT page matters

The ABOUT page matters because it’s the place where your ‘first impression’ is officially declared. This is where you demonstrate that your clients are safe to trust you. Don’t think of your ABOUT page as the place ‘to tell your story.’ It’s a place to show how you understand your client’s story.

^ Did you catch that? Your ABOUT page is less about you and more about how well you understand your IC (Ideal Client).

When done correctly, the ABOUT page is marketing gold. It’s the place where you will either build trust or lose the deal. Additionally, the ABOUT page is one of the most clicked on pages of your whole website. The ABOUT page 100% matters, and while bits and pieces of you, your story, and your credentials will be woven throughout, the ABOUT page is not a bio, resume, or timeline.

If you are a service-based, small-to-medium sized business, your ABOUT page is where you showcase how well you understand the needs and pain points of your TA (Target Audience). And… how you are ideally suited to address their concerns and provide the needed support.

What’s the difference between the ‘About’ page vs ‘Home’ page

These two pages are similar, but different, and you absolutely do need both. Whereas the HOME page is more ‘at a glance,’ the ABOUT page is ‘a closer look.’ The content may overlap some, but the page goals are completely different. So different, that I wrote a whole blog about it.

Learn more: ABOUT vs HOME page – Understanding the difference and why you need both

The biggest ABOUT page mistake (Don’t do this)

Your ABOUT page is not just where your bio lives, and it’s not a second version of your resume. (That’s what LinkedIn is for.) It may seem counterintuitive, but around 75% of your bio or about page needs to be about your client’s pain points.

The biggest mistake therapists and business owners make on their ABOUT page is talking way too much about themselves.

My heart literally breaks every time I see an ABOUT page filled with long, unformatted, block paragraphs that focus entirely on how qualified, educated, and inspirational the provider is.

I know this hurts to hear, but – especially if you’re a therapist – all that’s doing is pushing your ideal client away. The goal is not to impress. It’s to connect.

Yes, prospective clients need to know you’re experienced, qualified, licensed, and all the things. But that’s check-the-box info. Bullet-point the most important aspects of your credentials, then move on, and this time…

Show. Don’t tell.

From a marketing perspective, your ABOUT page is less about you and more about how you resonate with your Ideal Client. And the truth is no one scores trust points talking about how much they care. They score trust points by authentically showing how well they understand – and they present the content in well-formatted, not-too-long paragraphs that are easy to read.

How to write an About page that converts

ONE | First, prepare the strategic framework.

If you can answer these four questions in a clear and compelling way that speaks directly to your Target Audience, then you’ll have a fantastic ABOUT page that naturally incorporates all the most important aspects of who you are – both as a person and trusted professional.

Keep in mind – this is preliminary strategizing. Chances are, these answers won’t directly make it onto the webpage, but they will inform, structure, and strengthen the words that do.

Q1 - In one sentence, what is the biggest problem your services help solve?
Q2 - In one sentence, who is dealing with this problem?
Q3 - In one sentence, what is your solution to this problem?
Q4 - In one sentence, how is this solution different and better than other similar solutions?

TIP: Avoid being vague and get hyper-specific. For example, avoid answers like: I help people who feel stuck get unstuck. ß You need to be way more specific than that.

TWO | Second, now that you’re armed with these core insights, write a compelling about page.

Express these answers in a way that captures your brand voice and strikes a chord with your Target Audience. A standard about page should be ~800-1,300 words long, but remember, good copywriting is both an art and a science. There is no strict formula, but here's a solid ABOUT page outline for how to structure the content...

What information to include on your ABOUT page

1. Intro
   Write an emotionally resonant intro paragraph.
   

2. Who you are
   Include 1-2 paragraphs no more than five lines long each.
   List your credentials via bullet point format.
   Make the content scannable by using bullet points to break up the text and provide visual relief.
   

3. Who you help

   Articulate your ideal client, the types of people you’re specialized in helping. Talk about what they feel, what they want, how they’re hurting. Then, via bullet point format, list the specific issues you’re especially trained in supporting.
   

4. How you help
   List the modalities, methodologies, techniques, etc. that you’re trained in via bullet points. If well-formatted, this section will not only be reader friendly and scannable, but it will provide SEO-gold thanks to all the keywords.

   TIP: Include a Call to Action (CTA) button labeled Explore Services that redirects people to your Services Overview page.
   

5. Why you help, what you believe, or your approach

   This is where you infuse your commitment and passion with some creative energy. Show how your unique professional approach blends with your innate personality.
   

6. What to expect

   Clearly spell out potential benefits or outline your commitment for how you ‘show up’ for your clients. What can they count on you to provide, bring, or uphold? How will you ‘be there’ for them in a way that your competition won’t or can’t?
   

7. Design pause
   Consider breaking the content up here with a relevant quote or aesthetic design feature.
   

8. Closing

   Focus on emotional resonance. Acknowledge your client’s pain points. In addition to offering them hope or encouragement, and invite them to explore your services as a potential solution.

   TIP: Clearly spell out next steps. Whether that’s scheduling an appointment, booking a discovery call, or subscribing to your newsletter, invite clients to convert and provide clear, easy instructions. Include hyperlinks and buttons as appropriate.
   
   

THREE | Third, don’t forget to format, curate, and optimize.

Formatting – Formatting the text on the webpage is SO important. Structure the sections. Work with white space. Use bullet points. Vary the content. Let the words breathe. Bolden and enlarge your sub-headers. Be consistent with font styles and size.

Curating – Your About page isn’t a catch all for everything that’s important. Hyperlink as appropriate so folks can learn more about key topics. IE: Include well-positioned redirects and hyperlink to your FAQ page, your Getting Started page, a key service page, a blog, etc.

Optimizing – You need one SEO-friendly H1 header. SEO-friendly and AI-optimized H2 sub-headers, and an SEO-friendly Meta-title (55-characters max) and Meta-description (160-characters max).

Need additional support?

ABOUT pages, if written well, can be powerful. If you’d like help with your ABOUT page, please don’t hesitate to reach out. I’d be happy to speak with you and help you maximize your marketing potential with your ABOUT page. To book a project consultation with me, simply contact me.

Otherwise, if you’re interested in learning peaceful and effective ways to elevate your online presence, please subscribe to my newsletter. I send out expertly curated quarterly newsletters containing marketing insights and helpful branding resources to help soul-preneurs and mindful brand owners shine online.

Ahh… the ‘About’ page…

Is it a bio? Is it your resume? Is it a historical timeline showcasing the origin story of your business? Can you just copy and paste your LinkedIn blurb there and call it a day? And, honestly… what's the difference between the ABOUT page and the HOME page?

Friend, I’ve got you. But before we dive in, quick note:

This is a blog for small-to-medium, B2C businesses – particularly service-based businesses such as therapists, clinicians, coaches, private practitioners, and brands operating in the health and wellness industry. If that’s you, keep reading. This blog is for you.

If you are a celebrity, author, thought leader, politician, or influencer, then, yes. Your ABOUT page is a glorified story or timeline showcasing who you are, where you’ve been, and how that relates to your brand. If that’s you, I’m so happy you’re here! However, this blog is not for you.