3 Copy Prompts to Make Your Website’s About Page Convert Better
You might not know it, but your About Page is one of the most visited pages on your website. Your About Page is the opportunity to show clients why your brand is the right choice for them – not to mention a pretty premium spot to build trust and credibility.
Still, a lot of business owners treat their About Page like a lengthy, saturated biography. A lot of About Pages end up sounding sort of like a resume for all your accomplishents, a too-long life story, or a list of fun facts about your favorite coffee order and your dog’s name. (Not that I don’t want to know your dog’s name, to be honest).
The thing is, your About Page has a big job to do. And even though it might not seem like it, it’s not just a place for people to learn who you are.
It’s a place for clients to decide whether or not they like you and trust you enough to work with you.
Which means, the best About Page should do two things at the same time:
Help clients get to know you in the right context (more on this in a minute)
Help clients understand why you’re the right choice for them
Ultimately, if your About Page feels more like a diary entry than a strategic page on your website, these three prompts will help you rewrite it in a way that actually supports your business and helps them get to you!
LIL KEY TAKEAWAYS: THIS BLOG AT A GLANCE
Your About Page isn’t just about you. It’s about you through the lens of your people. Shift the focus so readers see why your story matters to them.
Answer the questions they’re already asking. If someone clicked your About Page, they’re curious. An FAQ section can clear up doubts and boost SEO while you’re at it.
Show proof you’re the real deal. Bite-size case studies, testimonials, and quick client wins build instant trust (because “trust me” is never as convincing as “look what happened for them”).
Guide them somewhere next. Your About Page shouldn’t be a dead end – link to your services, contact page, or a way to work with you.
Let your personality show up. People hire brands they actually like – the ones they’d grab a beer with, walk their dog with, or ally with on Survivor.
First: What’s an About Page Actually For?
OK, obviously, your About Page is where people learn about you, your brand, and even your team.
But it’s not just an opportunity to dish with a fun two-truths-and-a-lie section or ultra-personal details.
Listen, those things are great when they add personality and give context to your brand, but they shouldn’t be the whole narrative of your About Page.
Your About Page should help readers answer a few important questions:
Who is this person or brand?
Do they understand my problem?
Do I trust them to help me?
Are they the kind of person I want to work with?
In other words, it’s a page about you – but it’s also through the lens of them. (Something I lovingly call the Me-Me-Me POV).
When someone clicks your About Page, they’re curious about your story, but they’re also trying to decide if you’re the right guide for the thing they’re trying to solve.
That’s where strategic copy comes in.
3 Copy Prompts to Make Your About Page Convert Better
If your About Page feels a little stuck on long-winded these-are-my-five-favorite-things mode, you can start with these three prompts to rework your About Page copy.
They’ll help you shape your story in a way that builds trust and moves people toward working with you.
Prompt 1: Shift the Focus From “Me” to “You”
One of the most common About Page mistakes is writing the entire page from a “me” perspective. And listen, I get it. It’s supposed to be about YOU. The page is literally called “about.” So things like this:
I started my business in 2018
I love helping people
I believe in doing great work
I care a ton about my clients
Are all relevant. There’s nothing wrong with those things, but they don’t automatically help your reader understand what working with you actually means for them.
A stronger approach is to connect your honest-to-God story to your audience’s experience.
For example, instead of saying: “I started my business because I love helping small businesses grow.”
You could say: “If you’re a brand trying to figure out how to talk about what you do online, you’re not alone. That exact frustration is what led me to start this business in the first place.”
See the difference? Your authentic story still matters, but it becomes more powerful when it connects directly to the people you want to help.
Prompt 2: Answer the Questions Your Audience Already Has
Your About Page is a perfect place to answer the questions people are already wondering about – about you, your business, how you can help them, and about what you do in the industry (and why that matters for them).
Think about the things a potential client might be curious about:
What kind of people do you work with?
How are you different than other brands like you?
How long have you been doing this?
What makes your approach different?
What kind of results do your clients usually see?
One easy way to do this is by adding a short and sweet FAQ section to your About page. It gives readers quick answers they’re already looking for and helps remove uncertainty before they even reach your services page. (P.S., if you need help boosting conversions from your service page, peep this blog right here!).
And, as a bonus, FAQs do tend to help with search engine visibility, because they naturally include questions people are Googling or searching for.
Instead of guessing what your audience needs to know, try answering the questions they’re likely already asking in their head.
Struggling with this? Think about things your past clients have asked you or things that your prospective clients ask on discovery calls. What questions do you most often get? That’s a good starting point.
Prompt 3: Add Proof That You Know What You’re Doing
Your About Page is one of the best places on your website to add social proof. Think about it: someone just read about your story, your approach, and how you can transform their business (or life).
The next natural question is: “Okay…but can you prove it?”
That’s where proof comes in. Your About Page is a great place to include things like:
bite-size case studies
scrollable testimonials
quick transformation stories
client wins
recognizable brands you’ve worked with
You don’t need a full case study breakdown here (that’s a job for another page on your site!) – but even small snippets that apply to what you’re talking about on your About Page can build trust.
It’s the digital version of saying: “Here’s the kind of work I do…and here’s what it’s done for other people.” When readers see real results alongside your story, your credibility increases immediately.
A Few Bonus Ideas for a Stronger About Page
C’mon, I’m not going to leave you hanging with only three tips! The truth is, the above are what I consider the most important – but there are tons of other helpful prompts and ideas I’d love to share with you to give your About Page a nice boost!
Don’t Forget Your Primary Keywords
When you’re writing a website page, you need to know what your primary keyword should be! Keywords are what help your page rank when someone looks for a certain word or phrase.
Your About Page should balance your personality, your client’s POV, and your primary keyword so you can connect with your audience and show up in search engines.
Always Link to the Next Step – Your Calls to Action Should Be Clear
Your About Page shouldn’t be a dead end – it should always lead your people to where you want them to go.
Think hard about where you want the About Page to ultimately take your viewers on their journey. To check out your services? To book a discovery call? To download a free resource?
Decide on what that call to action is and make sure you always make it crystal clear what you want them to do next.
If you leave them guessing, you can assume they’re going to leave your website.
Let Your Personality Pop
I always say that people trust and hire the brands they actually like – the ones they’d walk their dog with, get a beer with, or ally with on Survivor.
Your About Page is one of the best places to let your sticky brand voice come through and give readers a feel for what it’s like to communicate with you.
That doesn’t mean turning it into a full autobiography about your hopes and dreams, but even making sure that your brand voice carries through can show a little personality that goes a long way.
Make Your About Page Skimmable (AKA Break up the Text)
Newsflash – most people skim websites. If your website has walls of text, our brains naturally get bored and lean away from it. But our brains absolutely live for small chunks of text we can skim and read quickly.
When writing your About Page copy, resist the urge to write long, biography-style paragraphs or narratives. Try using:
Short sections
Bold statements
Subheadings
Small chunks of text
The easier it is to scroll, the more likely people are to actually stay, read, and finish the page.
A Few Things Your About Page Probably Doesn’t Need
I’m never going to tell you that there are hard and fast rules of website copy outside of balancing your personality, your clients’ journeys, and SEO.
Still, while we’re here, I might as well share a few things that I don’t think lend themselves to a converting About Page. (You want to know, right?)
Don’t Turn It Into a Giant Biography or Story
Your life story might be interesting — but your audience doesn’t need a full timeline from childhood to present day.
Focus on the parts of your story that relate to the work you do now.
Don’t Make it a Hall of Fame for Your Credentials
It’s completely OK to share some social proof for why you’re qualified by listing your credentials. In fact, this might be required depending on your industry. But don’t turn your About Page into your credential hall of fame.
Think hard before you add certifications, degrees, or awards. In some circumstances, yes, you should absolutely add them. In others, you might just be filling space on a page for no reason.
Before you add a laundry list of credentials or accolades, ask yourself this question: “Does this information give my potential clients context for how I can change their lives?”
If the answer isn’t a resounding yes (and it’s not required for your industry or part of compliance), it might not belong on your About Page.
Don’t Feel Like You Have to Follow a Rigid Formula
A lot of brands feel like the About Page is the perfect opportunity to get creative. I totally agree.
That might sound like I’m deviating from what I meant about strategy, but it’s not.
I know I’m being a little nitpicky here, but adding a strategic backbone to your About Page doesn’t mean sapping the fun out of it.
You can still be hella creative with your About Page. Ultimately, it’s your page – do with it what you will. All I ask is that you sprinkle in some strategy to your creative plan.
Want to Build Trust With Your About Page? Start Here
At the end of the day, your About Page isn’t just a here’s-my-story page. It’s a trust page that helps someone decide:
if they like you
if they believe you understand their problem
if they trust you to help them solve it
And when your About Page is written strategically, it doesn’t just introduce your brand and help your audience get to know you, it helps the right people think: “Yep. This is exactly who I want to work with.”
If you’re struggling with writing your own About Page, I can help in a few different ways.
First, I offer a full done-for-you website copy service – I’ll take all the website copy problems you’re having off the table and tackle it all for you. If it’s just your About Page you need a hand with, I offer à la carte website copy, too!
If you’re more of a get-your-hands-dirty sort of business owner who loves to learn the process, I run a done-WITH-you copywriting group called Personality Hire. In it, I teach you how to write website copy that gets your people hyped, and you hired (all while showing up on search engines, too).
