Your About Page Isn’t About You

At least, not if you’ve written it correctly.

That makes no sense at first glance, right? It’s the about page on my own website. Why wouldn’t it be about my story? But when you look a little deeper, you remember why your whole website exists in the first place. 

Your website is for your audience – in hopes that a percentage of the said audience will turn into paying clients at some point. And nothing turns an audience member into a client like trust.

Whether you realize it or not, your about page is a sales page – and it may even be a more important sale-maker (or sale-breaker!) than your services page, even if you’re not directly making a sale. Why? Frankly, because lots of creative businesses most likely offer similar services at competitive price points. Your about page exists to convince potential customers that they should be purchasing those services from you

Want potential clients to realize that you’re the person they’ve been dreaming about? It’s as easy as 1-2-3.

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Knowledge builds trust. 

Your about page may not exist solely to give your audience information about you, but it is a great place to lay down some key facts that will serve them well. First things first: who are you, and what do you do? This is the perfect place to identify your unique voice and pitch yourself as the solution to whatever they’re looking for – or rule out clients who wouldn’t be a good fit for what you have to offer. (This is a good thing!) For example: my own about page establishes that I create brand strategies for values-based, mission-oriented businesses. If a potential client identifies with those terms, they’re already hooked. If they have no idea what I’m talking about, I was probably never the ideal designer for them in the first place. 

Your about page is also the perfect place to drop in an abbreviated story of your company, from day one to today. Make sure to steer away from a “fact after fact” approach – instead, explain how your passions and values led you to create a company that could make the world just a little bit brighter and better. If you need help with the language, “I believe (blank), so I offer (blank),” is an easy place to start. If you want to attract clients who align with your passions and values, clarity on your about page is the perfect way to get them hooked. 

Read the room.

Who are you writing to? It’s so important to hone in on your ideal client – yes, even when you’re writing about yourself and your values. If you’re sharing general information to the general public who may stumble across your site, your copy just won’t be very compelling. Keep your ideal client in mind with every line (or pass along your ideal client avatar to your copywriter so they can do the same). 

Your ideal client needs something from you. Don’t forget to tell them how they can get it, and why you’re the one for the job. A bad example: “I’ve been designing brands for all kinds of companies for ten years.” A great one: “Your brand is the way customers will remember you forever – so yours should be unforgettable. If you want your brand to stand out in a crowd, I’ve got you covered.” Get specific! You don’t serve “all kinds of companies” – you serve companies who want design that gets them noticed in a crowded world. 

Build your credibility. (testimonials, portfolio, expertise details). 

You’ve told your audience who you are – now it’s time to make them believe it, and seeing is believing. This is the perfect place to drop in testimonials from past ideal clients, especially if they’re recognizable brands. I highly recommend putting a portfolio here, even if it’s abbreviated. Demonstrate the best of your work right on your about page! Diverse examples are always recommended – it’ll remind clients that you can build the brand of their dreams, not of your preferred design style. 

This is also the perfect spot to drop in details about your expertise. Don’t hype yourself up! No one is convinced by a self-proclaimed expert, guru, or industry leader, and nobody likes a bragger. What is impressive: facts and accolades. Are you a regular contributor to a well-known publication? Did your business, or one of its projects, win an award? Have you written a book, led a conference, or partnered with a household name? Let people know!

Your about page should introduce yourself, your solution, and your status in your industry. Even though you’ll never extend an offer on this page, you’re building the foundation of a relationship that will absolutely boost your audience to customer conversions. Be clear, be confident, and be prepared to watch the inquiries roll in.