Your “About” Page Isn’t Actually About You (Here’s What It Should Be About Instead)

Let’s be real: most “About” pages miss the mark.

If yours reads like a personal bio or a resume—listing your background, your passions, your certifications, or how you got started—it’s time for a rethink.

Because here’s the truth: Your About page isn’t about you. It’s about them.

Your website visitors don’t click on the About page because they’re curious about your life story. They’re clicking because they want to know one thing:

👉 “Is this the right person to help me with what I need?”

So let’s talk about how to write an About page that actually answers that question—and converts visitors into clients.

1. Start with a customer-focused hook.

The first sentence on your About page should make it very clear who you help and how. This isn’t the place for “Hi, I’m [Name] and I’ve always loved [your industry].” Instead, start with something that shows your visitor you see them.

💡 Example:

"If you’re a busy entrepreneur tired of juggling a website that doesn’t work, you’re in the right place."

This makes your audience feel seen right away.

2. Speak directly to their pain points and goals.

What are your ideal clients struggling with? What do they want to achieve? Reflect those back to them. This helps build trust and connection.

💡 Example:

"You’re not looking for another DIY project—you want a site that looks professional, converts visitors into clients, and doesn’t take weeks of your time to figure out."

3. Position yourself as the solution.

This is where you can (briefly!) introduce yourself and explain why you’re the right person to help. You don’t need your whole backstory—just the parts that show you understand their needs and have the experience to solve their problem.

💡 Example:

"I’m Amanda, a designer who’s helped 70+ service providers build websites that actually work for their business—not against it."

4. Show credibility.

People trust people who can prove they deliver. Add social proof like testimonials, short case studies, or a sentence or two about your relevant experience. If you’ve been featured somewhere, worked with known clients, or have results to share—this is the place.

5. End with a clear call to action.

Don’t leave visitors wondering what to do next. Tell them!

💡 Example:

"Ready for a website that works for you? Let’s book a free call and talk about your goals."

What to Leave Out

Now that you know what to include, here’s what to skip:

🚫 Long personal stories that don’t connect to your client’s needs

🚫 Lists of degrees, certificates, or job history unless they’re directly relevant

🚫 Generic filler like “I’ve always been passionate about helping people”

🚫 Industry jargon or overly technical language

Your About page isn’t where you tell your life story. It’s where you make your audience feel understood—and confident that you’re the right person to help them.

So keep it focused, keep it clear, and most of all—keep it about them.