Write an About Me Page That Gets You Clients

Your website is you talking to your ideal client, often trying to sell them something. On the other hand, your About Me page is meant to be an invitation to get to know you.

It sounds so simple but there’s lot of websites out there that show people think otherwise.

For most business owners, your business is your baby. I know it is for me, at least. It makes sense that there are a couple of misconceptions about writing About Page copy.

Here are some common mistakes I see all the time on About Me Pages.

Don’t be that douche on a first date who only loves talking about themselves – It’s not an all about me page. So don’t make your about page only about you.

But if you make it solely for your ideal clients, that’s going to give your audience the vibes of a car salesmen trying to push for a sale.

The overuse of ‘we’ or ‘us’. Only use third person if you’re a big company! But the chances are that you’re a single individual or entrepreneur with a small team reading this – and here’s my take. Stop resorting to hiding behind the third person pov.

But the worst mistake of it all? Having a boring about page is the worst because who would want to even look at it? And yes, I’m looking at you yawn-inducing company websites.

You’re a person. An individual with a lot to say. If you’re doing most of your business yourself, your small business needs to have about page that’s actually interesting to read and gets people interested in working with you.

At the same time,

Why Your About Page Is Not All About You.

One of the final steps a customer takes before buying a high-ticket service is actually see if they like the person.

This is especially true for people who don’t have a following in the six digits on their social media. Why? Because your client doesn’t really know much about you.

And you’re expecting they’re going to cough up thousands of dollars just because your sales copy is good?

No, no no. 

You could be the best in your business.

But if your prospect doesn’t like or trust you for any reason, they won’t work with you – even for free.

We’re here to build a relationship with your client, which is why your ‘about page’ is your key to doing exactly that. Now, I did say that a common misconception is that the ‘about page is only about you’.

But really, it is about you and your customer.

If you treat this page well, it can become your secret sales weapon. 

The purpose of your About Me page is this.

 →To get your prospect to know you as a service provider

 →Why you are the one who should help them

 →Why they should trust you.

Your ‘About Page’ is about you getting to know you as a business owner!

Strip it down to its bare bones and your about me page is just another sales page – with just a little bit more info about you!

Think of it as being at a conference, networking with people for the first time and telling them a little bit about you and your business.

Although, if you’re a nervous gal like me, that isn’t the reassurance you’re looking for.

When writing website copy, the first page I write is the About Page.

ˆWhy? Because it starts with you.

You are the one who decides how your business looks in the eyes of the consumer. You decide how you want your brand to turn out.

So shouldn’t your about page as well? Shouldn’t you begin your website first with your ‘why’?

[It’s also my favourite page to write because i get to learn and start the copy by writing about the person behind the project]

Before your client buys a high-ticket service, they need to see if they like you as a human being.

To build that relationship means building that connection – and that means talking about yourself.

But i get it. Talking about yourself is hard. If you’re anything like me, you get stumped when someone asks, “So, tell me about yourself?”

It’s the same with your ‘About’ page and writing about yourself.

This mental rambling probably goes through your head:
↳ There’s so much I can say. What do you wanna know?
↳ Do i start out with my entire history because let’s sit down – it’s gonna take a hot minute.
↳ Are you asking about my career? I could run your ear for four hours and still not finish.

What answer is the person asking for? Specifically, what answer is your ideal client looking for when they visit your about page?

You’re gonna write about things that the prospect is interested in knowing, before getting on a discovery call.

Something along the lines of:
→ “Hey, I see you prospective client – here’s a little bit about me”
→ “You wanna know how i got my start in the business? Let’s see……”
→ “Oh you’re worried if I’m good enough to do this? Here’s some qualifications, testimonials and certifications.”
→ “Am if i’m a cool person to work with or not? Here’s what he said about……”
→ “Do we vibe on the same wavelength? I don’t know. You tell me.”

Alright, that last bit isn’t something you’re actually going to answer on your about page like that. But as long as your tone is consistent, it should sound like your voice is jumping out of the page and inviting your client to get to know you. In part, this is all part of the branding experience – and how that tone of voice should stay the same in all of your marketing.

BADABING BADABOOM that’s how you get people to like you and want to build a connection with you, 

And THAT is the point of your About page.

1. Get people interested in your services, enough to check out your About page.
2. Make them like you because of how your personality jumps out in the page copy.
3. Get them to trust you to do the job for them – because hello, there’s a reason they came here in the first place.

All of it to get them more excited at the prospect of working with you.

But writing an about page for your small business is HARD for a reason

One question leads love to ask in discovery calls is, “Tell me about yourself.”

You’re probably nodding your head thinking, oh yeah, with a groan that tells me you don’t like it very much.

To translate the answer to that question in writing? Even harder. Like this is a webpage ‘ABOUT ME’. So how can we even get started on it?

That’s why we go back to what I first mentioned. Think about your ideal client – think what it would be like if they appeared in front of you and asked this question.

And create it.

But if writing your About Page is hard, here is a sneak peak into my process – if I could, I would write out the entire six hour workshop I conduct for my copy clients, but we’ve only got so much time 🙂

Here’s a Template to help you create your About Page

A Headline that speaks to your audience.

The headline for your About Page should get your ideal client to either:

1. Relate to the problem you’re trying to solve
2. Understand who you are and why they’re here.
3. Assure them that they’re in the right place (because you’ve got their back).

In my first year of writing copy, I got the incredible opportunity to be mentored by a New York-based copywriter. And one of the website copy i wrote as her mentee was for a health coach, Janice Leilani.

I’d mostly written copy for companies prior to this so it was my first time writing for an individual. And it was nerve wrecking to the say the least. Typically, company websites are a little easier because it doesn’t involve the voice of one specific individual. And obviously, this is a lot more personal.

Based on advice and help from my mentor, I wrote this headline for this health coach’s About Page.

Look how this line doesn’t mention a single thing about Janice or the work she does?

No, this is talking directly to her ideal clients and prospects. 

You see, this is my perspective when I think of someone visiting my client’s website.

They’ve come from somewhere – maybe a referral from your previous client, or came across a social media post that they really liked or a random search result (which is less likely in the case of the creative service entrepreneur).

This prospect wants to know more – so, they’re gonna land on your website and see some if and how y’all can work together. And then maybe, because they’re still hesitant, they’re going to want to see if my client can actually help them.

That’s when they go to the about page.

So in this case for Janice, her client is someone who’s struggled with their immune system. And they see that headline, they’re gonna feel that bit of relief. Like oh. She sees me.

You should be able to make your clients feel seen when they land on your about me page. And that’s why we’re throwing boring headlines out of the window because your business is anything but boring.

Painpoint Intro

This is where you do the evil thing of collecting all the painpoints have that your ideal client has (I’ll talk about it in another blog post so hit subscribe) and really stab them in the heart like oh damn, are you seriously thinking of letting this problem persist?

Okay, I apologize. I’m not that evil and like I said, we’re not trying to be car salesmen over here.

But this intro section is kind of where you get them to relate and be like “Man, that’s me. This person GETS me”. 

This body of copy is really where you learn to talk to your ideal client persona (ICP). Haven’t built one yet? Here’s a 3 minute video to inspire the creation of your ICP.

Ps. It’s the topic for my next blog post. I’ll be including a worksheet with it. If you’d like to get an update in your inbox, sign up here.

Show your ideal client exactly why they’re in the right place or have shared the struggles they’re going through and know exactly how to solve them. Why? Because you see them and know exactly what’ll get them to where they want to be. 

Most importantly, why you’re the right expert for them.

Introduce yourself!

I feel like someone might misread this blog post and say that, “Maria’s telling people your ‘about page’ needs to only be about the customer”.

The question I’m asking though is, “Do they need to know every single detail about you?

Like I’ve said and will say many times, think of it as being at a networking event and you’re trying to break the ice between you and a stranger you’re meeting for the first time.

And you can make it fun!

Here are a few questions you can answer:

• What’s some really cool things that you’ve accomplished in your career? (If you don’t toot your horn, how will they know you’re an expert?)
• What gets you to keep running the business day to day even when you run into stumbling block and especially when  you dont feel like it? (a favourite question from my signature narrative workshop.)
• What’s a funny hiccup you ran into when starting out?
• How did you get your start in the first place (like me, i got my first job out of Craigslist)
• What’s a fun fact about you? Bonus points if it’s related to your service offering.
• What wonderful or weird experiences led you to become the person you are today?
• Why do you do what you do?

Write in first person.

Don’t hide behind your business and get your readers to feel like a welcome houseguest on your website.

You’re a person, not a business.

So make sure to write in first person!

Yes, it looks cooler to say ‘we’ instead of ‘I’ but….are you a big team?

Take a look at Jenna Kutcher’s website – she has a massive team and yet, her About Me website copy still brings that personal touch.

You’re here to build a relationship with the person visiting your page and that starts with you.

Put a face to your writing – pictures!

You want people to trust you – so let your pictures do a little of the talking for you.

Here’s my previous website. For years, mine was a photo my sister took – these are her glasses because, in her exact words, she said ‘yours are ugly’ (for context, it’s the one on the right)

And honestly, I look at these picturse with a smile because, that was me. Beginner copywriter trying to make a name for herself. I’m still trying but as you will probably see on my current website, it’s all a lot more ‘professional’ now.

Still, my current about page has some candid pictures of me because what I’m trying to do is invite you to see what I’m like as an individual – and not just a business owner.

Give them something to do – your call-to-action (CTA) !

If they scrolled all the way down to the end, it means they really enjoyed getting to know you.

So how about we get them interested in working you.

Your CTA is where you want to give them a lil nudge, preferably one that leads them to work with you. But chances are, they’ll still hesitant. So here’s a few examples of CTAs you can use on your ‘About me’ page:

Your services page

is a great place to start with. They’ve bothered getting to know you so I’d recommend sharing your services page – where all the ways they can work with you are available to them.

A lead magnet.

Now you’ve built a connection with this person, a lead magnet is the perfect way to further that connection.

Here’s a disclaimer: While lead magnets are a great way of getting leads, I’m not a big fan of what people choose to do after – pushy sales emails that come in sporadically when they do remember that they have a mailing list. Commit to a creating a mailing list only if you know you’re going to create value and dedicate enough time and resources to it. I know I can’t do it right now which is why I send my newsletters via Substack.

And remember, make sure that lead magnet is so full of value that it convinces them on why you are the right person to work with.

An option to get on a call with you

While we’ve talked a lot about how your ‘About’ page is them getting to know you, how about we get them to put a voice to the writing? If you have a discovery call process, provide them an option to book a call with you or apply to work with you.

Send them to more of your content and writing

If you have a blog or newsletter or social media, provide the option that sends them that way. If they’re still hesitant on working with you, you can still give them options other than ending with a ‘that’s it’.

“But I want my About Page to be about me”

Yes. and it should! But you also have to remember it is for your ideal client or customer.

Which means you have to be choosy. If there’s information that the visitor won’t like or relate to, why do you want to have it?

Do you really want to talk about how much you love iced coffee?

But chances are, most people aren’t. And for some reason, this ‘fun fact’ is a very common fact amongst many websites I’ve read.

I’m not saying it’s cardinal sin to talk about how much you love iced coffee.

But you tell me, what invites conversation?

“I love iced coffee.”

“One thing about me is that I only answer emails with an iced coffee on hand.”

“I make the best iced coffee in the world with homemade vanilla syrup that takes me a few hours to make – ask me about it if we get on a call’.

Which ‘fun fact’ is something do you think is something your lead will bring up on call?

Any statement you want to say – trying bringing a story into something you want to talk about.

Think about your previous client relationships. What did you bond over?

Maybe it was being a parent (in my case, it’s often sibling stories or travel stories). Your pet iguana that you’re best friends with.

Think of all the questions you might have for a first date (or at a networking conference).

Do you have any weird obsessions or goals (at the moment, mine’s getting my 10k steps in because I’ve made a $40 bet).

Maybe it’s being a third culture kid like me who grew up in 4 different countries!

There’s only one reason your website visitor gets on your page:

• To get to know you as an individual
• See if they like you (newsflash, people tend to work with people they like)
• See if they can trust you with their hard-earned money (how good are you and are you really as good as you say you are?)

The longer your website visitor stays on your website, the easier it is for you to convert the sale – it’s why you should check out those analytics every once in a while.

So as much as it might pain you, your About page needs to really talk to the customer. Not talk about you. 

But do demonstrate why you’re the expert.

This is where you get to say the equivalent of ‘Yeah, i go to Harvard.”

This where you get to show off a bit and bring in the ‘what makes you an expert.’

And you demonstrate it.

Put up your certifications. Highlight your wonderful client relationships with testimonials or a logo bar of people you’ve worked with. What life experience do you bring that that makes you good at what you do? Give them reasons why they should come to you and nobody else.

You have to talk yourself up because how else will they know?

More questions to help you write your own About Page

Why is your prospect on your About Page?

Think about it. What are they doing here? What questions or problems got them to your business?

How does your journey relate to someone visiting your website?

This ties back to why I highlighted painpoints – it’s about building a journey that takes them to where they want to be – a journey that hopefully involves your ideal client.

Your USP (onlyness factor)

The ‘onlyness factor’ is something that’s around in the marketing industry, propelled by one of my favourite copywriters, Ashlyn Carter.

But really, it’s just fancy way of saying ‘USP of the entrepreneur’ in the sense of brand voice. And i like it a lot.

If i was my own client, I’d be asking Maria, “What’s your onlyness factor? What’s your Maria-ness.”

And a lot times, the answer to this question could lead to your positioning – which in the end leads to a lot of good things – specifically your sales pitch.

Here’s two more questions, straight from my Signature Website Narrative process, that could help you:

1. What gets people to choose you over your competitors? 
2. What got you interested in creating this service offering?

This is what forms the main body of your ‘About Page’ copy, because this is the best way to take your clients through a journey.

• Maybe you shifted from 9-5 to a business owner because this specific painpoint (that your clients typically have) was one that was not being solved – and you wanted to be the one to solve it.
• OR you’ve been exactly where they are in this moment and wanted to help them achieve the end result that you’re already experiencing.
• You were a part of something big that allowed you to become really good at this.
• How did you choose this business in the first place?

Talk about it! This is your brand story in a sense and something you can adapt for your ‘mission statement’, should you choose to have it.

Some of my favourite about pages are:

Here’s an About Me Page for a wedding photographer.

Now if I was a to-be-bride, Lynn’s would be the only dating profile i would want to swipe right on!

I love the formatting, how she brings in her education to talk directly to her ideal client and the sentimental value that she brings to photography.

Maybe the only suggestion (A SUGGESTION NOT A MUST-HAVE) I would recommend is having more photos of her behind the camera and taking the bride through the process of working with her over other wedding photographers. Sometimes, you really have to spoon-feed people and the only thing to blame is our short attention spans (and maybe Tik-Tok).

It’s about constantly reminding the reader that hey, I love what I do and i’m really good at it.

Here’s an About Me Page for a Career Coach.

Fine, I’m gonna follow some of the advice i’m giving here and toot my own horn with copy I created in 2023 for a career coach.

But really, Ricardo’s About Page is undoubtedly one of my favourite pieces of copy i’ve created. After creating his ICP and figuring out their painpoints, we inserted the client on a journey, resonating them with Ricardo’s own story and getting them to the destination – that is the future they’re looking for

And like I’ve said, everyone should something that gets your prospect to connect with you on a personal level.

Here’s a great way to include a fun fact in your About page.

For Ricardo, when he spoke about street coaching on our call, I knew immediately to note it down because this isn’t something most coaches do and it’s really cool (helps that the picture is AWESOME). 

This is the perfect example of how to relate to your clients, tell a story about yourself while also instilling trust!

When I posted a preview of this blog post last week over on my LinkedIn, he actually commented this:

And a great about page could result in the same for you – that ‘final kick’ for someone to book a call with you.

This person visiting your website and about page has the potential to become your client. What does that mean?

They also want to get to know you and build a relationship – one that hopefully lasts longer than just a one-time thing.

If you want them to be part of your work-life, bring out your stories. Reveal your goals, vision, values and mission statement – maybe brand stories! The reason people choose to work with you over someone else often comes down to whether they like you.

End Notes

I’d like to end off by repeating why an About page is key to increasing your conversations and getting more clients.

Think of it as being a part of a networking conversation – don’t say more than you need to – just enough that people would want to build a deeper working connection with you after reading it.

Now, I do have a lot more to say about this, but I think that’s enough writing for one blog post.

My name is Maria and I’m a copywriter and strategist for coaches and creatives. Want your own signature narrative for your website copy? Check out how I can help you by clicking here.

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