About pages are kinda a HUGE deal.

They’re one of the most high-traffic areas on a business’ website.

So making sure you nail the messaging is going to drastically improve your chances of closing the sale.

Your about page is an opportunity for you to make a stellar first impression, clearly explain exactly how you help, and distinguish yourself from other businesses in your niche.

But 95% of businesses are NOT writing their about page using sales psychology, storytelling, and strategy, and it results in a site that does absolutely nothing for your business… or worse, it makes a bad impression.

If I were to be brutally honest, I’d say most About pages are written in a way that makes them a useless marketing tool. YIKES.

This is sooo frustrating, because this page has a ton of potential to prove to your audience that they can trust you to solve their problem (and will have a great experience working with your biz).

Here are the mistakes most business owners are making on their About pages and the content you should focus on instead. 

Are you making these mistakes in your website messaging?

If so, I gotcha covered. I’ll walk you through the (very understandable) mistakes you’re making and show you how to rewrite these pages so they get your audience nodding along.

Mistake 1: You’re talking about yourself too much.

Your about page actually isn’t about you. I know it’s so counterintuitive, but it’s actually about how you help your audience achieve their goals. 

Most business owners dive right into a bio about their business and why they do what they do, listing off credentials that read more like a resume than a story that instantly engages people and gets them psyched to work with you. 

As a general rule of thumb, use the word “you” wayyyy more than you’re saying “I” or “We”. This ensures you’re focusing on how you help your clients win.

Every business is helping clients either:

A.) Achieve a specific desire

B.) Solve a specific problem

Get clear on exactly how you help take your clients from struggling to succeeding so you can address it directly.

Mistake 2: You’re focusing on your origin story.

If I had a dollar for every homepage that started with “Meet our team” or “Learn about our business” and then it droned on and on about when the business started and the credentials it has, I could close down my business to sip fruity drinks in Maui. Ha.

But in all seriousness, this formulaic style of writing is wildly forgettable. And it doesn’t actually make your audience trust you more than the competition. 

Business owners get confused because so many websites follow this formula, so they think it’s the “right” way to craft messaging. 

It’s not. 

But keep reading, because I’ll show you exactly what to do instead.

Mistake 3: You’re NOT proving to your audience you understand exactly what they’re going through

SPELL IT OUT. If your audience is struggling getting their kids to eat healthy food, paint the picture of what that looks and feels like. Really walk alongside your audience and explain scenarios that will make them think, “YES! That’s me!” 

Think of it this way: If everyone in your industry is just sharing facts about when they started their business, why, and what they like to do on the weekends, how will you stand out from competitors?

Short answer: You won’t.

If you want a website that people remember long after they click away– or ideally, don’t click away from until they make a purchase– you need to meet your audience where they’re at emotionally, show them you understand their problem or struggle, and walk them through your exact solution.

Professionalism isn’t enough to make potential buyers feel seen. PERIOD.

Consumers are craving business owners who are walking alongside them, explaining things in a way that their best friend would. 

So now that you know what not to do, let’s dive into the sections you should actually include on your website to get your audience nodding along and totally vibing with what you have to say. 

Exactly what to include on your About page to sell more through your website:

#1. An immediately catchy header

You have a fraction of a sentence to make an impression. Draw them in immediately with something clear and catchy. 

Avoid titles that are forgettable, like “About our team” or “About [company name].” These signal to your audience you’re going to spend the entire page talking about yourself, which ultimately isn’t why they’re on your website. 

They’re here to figure out how you can help them, so always, always keep their experience front and center in your writing.

#2. A clear explanation of the problem your audience is facing and how you solve it.

If you’re a dentist, you help people take care of their smiles.

If you’re a photographer, you help people preserve memories.

If you’re a business coach, you help people achieve their business goals more efficiently. 

Your about page is a spot for you to acknowledge how you help and what makes your method for helping so effective. Don’t assume your audience knows what you offer and how it’s going to improve their lives. 

A dentist might try…

You don’t just want a gorgeous smile, you want peace of mind year-round that you’re cavity-free.

A photographer could try…

If you wanted stale, cringy photos, you’d call the random dude who took your 7th grade yearbook photo. You’re here for candid moments that capture all the action. And that’s exactly what I’ll document for you.

A business coach could approach it by…

You have 478 things on your plate and don’t know what to focus on to really move the needle in your business. Which is why I help business owners get crystal f*cking clear on what their goals are, so they can wake up every day knowing exactly what to do next.

#3. What buyers can expect, beyond deliverables, from working with you.

You can list out the deliverables on your services or shop page so your audience gets what they’ll receive from their purchase.

But your about page is a spot where you can add some major personality into the mix. Are they getting the world’s punniest dentist? A super down-to-earth business coach who will call them out on BS? A photographer who creates the perfect playlist to fit any mood?

Tell them what they’ll get beyond just the obvious.

It’s all about showing how the perceived value of your offer, is much greater than what your competitors are up to. 

#4. A quick intro to you (and your team) that’s fun, conversational, and original 

Everyone loves spending time with their kids, laughing with their friends, and being outside. Give us something ORIGINAL about you. Weird quirks, funky interests, and things only your closest friends know about you are encouraged.

Here are some ideas:

• Add a “This or that” section to your site with two columns. Circle your favorites.
• Add multiple choice questions about yourself and circle the correct answer.
• Include a “Fast facts” section about yourself where you share what makes you different
• Answer this prompt: “My closest friends describe me as…” 

The idea here is to take a moment where you are center-stage. This is especially important if you’re a service provider and people will be working with you directly. They want to know they’re going to like your personality if you’ll be working together. This is your chance to prove it! 

But the rest of this page should be focused on your customer: their emotions, experience, and expectations.

#5. Engaging testimonials 

It’s one thing for you to talk about what makes your business the no-brainer option, and it’s something else entirely for past buyers to talk about it. Share a few of your most compelling testimonials on this page, so people can get to know you.

If you’re a service-based business, share some testimonials that reference your personality and character. 

#6. An example using the “Empathy & Expertise” combo

This is one of my favorite copywriting strategies. So simple and it really works. Start off by showing empathy for your clients situation: 

• “You’re probably feeling ___ and I totally understand.” 
• “Before I figured out ___ I was feeling really frustrated too.” 
• “It can be really overwhelming experiencing ____.”

Now that you’ve built common ground and shown them that you understand their underlying emotion, you want to position yourself as the person with the solution. This looks like:

• “Which is why I created ___ so you never have to worry about this again.”
• “It’s amazing how just by ___ this problem can vanish.”
• “So if you’re ready to wave goodbye to overwhelm/ frustration/ overquestioning, try ___.”

#7. Strong Calls to Action

Of course these 7 sections can vary depending on your industry and business goals. There are also additional sections that might be needed. But the final must-have on our list: Strong CTAs. A call to action is a button that tells your audience what you want them to do next.

Link your audience to your services page or shop. Encourage them to reach out to you directly to book if you’re a service provider. 

Instead of saying generic things like: “Shop here →” Mix it up with CTAs that are in the first person: “I want to shop →” or “Take me to the shop →” help buyers feel in control and empowered in their choice to stay on your website to explore more. 

So at this point you’re probably convinced About pages are a big deal AND you’re probably coming to the realization you’re not totally nailing yours. 

When you’re ready to scale your business, reach out to me to discuss custom copywriting. I’ll tackle all this (and way more) for you. Plus, I’ll infuse SEO best practices to help your About page rank on Google. 

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