Why Your About Page Is One of the Most Important Pages on Your Website
October 19th | Written by Gina Whitehouse
Imagine you’re ready to invest in a business coach to help you scale your business.
After doing some research, you’ve narrowed it down to two options.
The first coach’s website looks professional, but when you land on their About Page, it’s just one short paragraph. It lists their accomplishments and how they’ve helped others, but that’s it. There’s no connection, no personal story, and no sense of why they care about your journey as an entrepreneur.
You feel a bit distanced, as if you don’t really know who this person is or why they’re different from anyone else.
Then, you check out the second coach’s About Page. Immediately, you’re drawn in by a personal story about how they started their business while juggling family life and overcoming the same challenges you’re facing now.
You learn that she’s been in your shoes—struggling with low conversions, trying to balance work and family, and feeling overwhelmed by business growth.
You can relate. You feel like they get you, and you trust that they’re the right person to guide you.
Which coach are you going to choose? The one whose About Page is a vague afterthought? Or the one who took the time to share a story that connects with your journey? I’m willing to bet you’ll choose the coach who took the time to share her story to connect with you!
YOUR ABOUT PAGE IS YOUR SECRET SALES TOOL!
For many of your potential clients, the About Page is the second most visited page on your website—right after your homepage.
Why? Because when someone lands on your site, they want to know who you are before making a decision. They need to know why you are the right person to help them achieve their goals.
Here’s the reality: Scaling your business, increasing revenue, and attracting premium clients doesn’t just come from flashy sales pages or great offers. Those are important, but the connection, trust, and authority you establish on your About Page is what sets you apart.
If your About Page doesn’t communicate your story, your expertise, and—most importantly—how you can help your clients, you’re missing a key piece of the puzzle.
WHAT MAKES A GREAT ABOUT PAGE?
Your About Page needs to be client-centric, not just a biography. It’s about building trust, showing empathy, and showcasing why you’re the expert to help them solve their problem.
HERE’S HOW YOU CAN MAKE SURE YOUR ABOUT PAGE HITS THE MARK:
1. Start With Their Needs, Not Yours
Your About Page is not about you—it’s about your clients. Think of it as a place to bridge the gap between their struggles and your solutions. Instead of starting with your background or accolades, start with what they care about: their challenges.
What are their pain points? What are their desires?
You want to immediately show them that you get them. You understand what they’re going through and you’re here to help.
2. Tell Your Story—With Them in Mind
Once you’ve acknowledged their pain points, weave your story into how you can solve their problem. Your story is what makes you relatable and trustworthy. How did you overcome the same struggles they’re facing? How have your experiences shaped your approach?
This approach keeps your story relevant to them, showing that you’re not just another business owner—you’re the guide who’s been in their shoes and knows how to lead them forward.
3. Highlight Your Expertise
Your clients want to know that they’re in the right hands. You can highlight your qualifications, but more importantly, show how you’ve helped others achieve their goals.
Make it clear that you’re not just any [enter your profession. Example: Fitness trainer, mindset coach, sandwich store] —you’re the one who understands exactly what they need.
4. Paint the Picture of What’s Possible
People want to work with you because of the transformation you can provide. Show them what that looks like. Paint the picture of the after—how will their business, their life, and their impact change after working with you?
You’re selling more than just services—you’re selling results.
5. Clear Call-to-Action
The About Page is a great way to build trust, but it shouldn’t just stop there. Guide your visitors to the next step. This could be booking a call, signing up for your newsletter, or visiting your services page. Make the action easy and obvious.
AN EXCEPTIONAL ABOUT PAGE IS NECESSARY TO SCALE YOUR BUSINESS AND CONNECT WITH NEW CLIENTS & CUSTOMERS!
If you’re aiming to take your business to the next level and attract premium clients, every element of your website needs to be strategically crafted—including your About Page.
It’s not just there to fill space or give background information. It’s there to build trust, establish you as the expert, and guide clients to the next step.
Remember, you’re not just selling your service or product—you’re selling a transformation. Premium clients are looking for someone who can deliver results. Your About Page is where you show them that person is you.
If you don’t have the time, the bandwidth, or the skills to write an exceptional About Page, don’t hesitate to reach out to me!
Let's chat! It can be a challenge to write your own story because you’re in it! Partnering with a conversion copywriter is the best and fastest way to get your story written so that it’s real, authentic, and compelling.
I offer a 30-minute Complimentary Copy Consultation! Don’t hesitate to reach out, schedule a time to chat, and discuss whether or not you’re ready to invest in high-converting copy for your business.
To Your Success,
Gina, your “Go-to” Expert Conversion Copywriter