5 Surprising Things to Know About Your About Page

About pages are the second most visited page after your home page and it’s crucial to get them right! 

We’ve noticed that when many entrepreneurs write their About page they fall into a common trap of touting all their accomplishments and making it truly “about” them. After all, it’s your website, your business, and your story, right? While it’s true that your About page should give visitors a glimpse into who you are and what you do, it’s equally important to remember that it’s not just about you. Your about page is your opportunity to connect with your ideal customer and for them to see how YOU are uniquely qualified to help them achieve their goals.   

When you create an about page that speaks directly to your ideal customer, you’re more likely to capture their attention, build trust, and ultimately convert them into loyal fans and customers.

Here are some tips for creating an About page that’s not just about you, but also about your ideal customer:

1. Know who you’re talking to

Before you start writing your about page, take some time to really think about who your ideal customer is, and what are their pain points. What challenges do they face? What goals do they want to achieve? Once you have a clear understanding of who you’re writing for, you’ll be better equipped to create a page that speaks directly to their needs and desires.

2. It’s not just about you, it’s mostly about them

When writing about your business or yourself, it’s easy to get caught up in giving too many details that aren’t relevant to the help that you provide. Your ideal customer wants to get to know you, but they’re also wondering, “How can this person or this business help me?” We’re all pretty selfishly motivated when you think about it. Make sure your About page highlights you in a way that shows you can make a positive impact in your customers’ lives.

3. Use customer-focused language

When writing your About page, avoid using language that focuses solely on you or your business. Instead, use customer-focused language that shows how you can help your ideal customer. For example, instead of saying “I am an expert in my field,” say “I can help you achieve your goals with my expertise in this field.”

4. Show, don’t tell

Instead of telling your ideal customer how great you are, show them. Use real-world examples and case studies to demonstrate the benefits you provide. If you have testimonials or reviews from satisfied customers, include them on your About page to help build trust and credibility.

5. Make it stupid easy for your customers to take action

Make sure you’ve made it stupid easy and clear what the next step of engagement should look like for your customers. Do you want them to sign up for your email list, schedule a consultation, or make a purchase? Don’t confuse the visitor by giving them lots to do. Give them one clear call to action on your About page.

It’s easy to assume that an about page is about you and the products and services you provide – and this is mostly true. But as you write your about page, think about what your ideal customer needs and wants to know about you in order to do business with you. Your About page is a tool to help them take action with you.

As you make this shift in your positioning on your About page you will build trust, establish credibility, and ultimately convert those ideal customers into actual loyal fans and customers. 

Wanna level up your About page?

Set up a call with us today. We can help!