Why Your 'About' Page Isn't Converting (And What to Write Instead)
Your 'About' page is probably the second-most visited page on your website, yet it's likely one of your worst-performing pages for conversions. Most business owners treat their About page like a resume—listing credentials, experience, and company history. But visitors aren't looking for a biography. They're looking for reasons to trust you with their problems.
The About page that converts isn't about you at all. It's about them—your ideal clients—and how your story, experience, and approach solve their specific challenges. Let's transform your About page from a conversion killer into a client magnet.
The Fatal About Page Mistakes
The Resume Syndrome: "John founded XYZ Company in 2010 after graduating from State University with a degree in Business Administration. He has over 15 years of experience in the industry and has worked with Fortune 500 companies." This reads like a LinkedIn profile, not a compelling reason to hire you.
The Credential Parade: Listing every certification, award, and qualification doesn't build trust—it builds skepticism. Visitors wonder why you need to prove so much. True experts let their results speak louder than their credentials.
The Company History: No one cares that you started in your garage or that you've been in business since 1987. They care about what you can do for them today. Company timelines belong in press kits, not client-facing pages.
The Generic Mission Statement: "We strive to provide excellent service and exceed customer expectations" could describe any business. Generic language creates no emotional connection and provides no differentiation.
What Visitors Really Want to Know
When someone lands on your About page, they're asking specific questions:
Can you solve my specific problem?
Have you helped people like me before?
Why should I choose you over your competitors?
Do you understand what I'm going through?
What's it like to work with you?
Your About page should answer these questions, not recite your resume.
The Story-Driven About Page Framework
Start with Their Problem: Begin with the challenge your ideal client faces. "If you're a coach struggling to attract premium clients despite having excellent results with the clients you do have, you're not alone."
Share Your Origin Story: Explain how you discovered this problem, why it matters to you, and what drove you to solve it. "Three years ago, I was exactly where you are. Despite transforming lives through my coaching, I was barely making ends meet."
Reveal Your Solution: Describe your unique approach or methodology. What do you do differently? "I discovered that the problem wasn't my coaching skills—it was how I was communicating my value to potential clients."
Provide Social Proof: Share specific results you've achieved for clients like them. "In the past two years, I've helped 127 coaches double their rates while working with better clients."
Invite Connection: End with a clear next step that moves visitors toward becoming clients. "If you're ready to transform your coaching practice, let's talk."
Writing Techniques That Convert
Use "You" Language: Write directly to your ideal client. Instead of "Our clients typically see results," write "You'll typically see results." This creates immediate personal connection.
Include Specific Details: Generic statements create no impact. Instead of "significant results," specify "34% increase in revenue within 90 days." Specificity builds credibility.
Address Objections: Acknowledge common concerns your prospects have. "I know what you're thinking—another marketing guru promising overnight success. Here's why my approach is different."
Show Personality: Let your authentic voice come through. People hire people they like and trust. Professional doesn't mean boring.
The Trust-Building Elements
Client Success Stories: Include brief case studies or testimonials that demonstrate results. These should be specific and relevant to your ideal client's situation.
Behind-the-Scenes Content: Share your process, your workspace, or your team. This transparency builds trust and helps visitors visualize working with you.
Values Alignment: Express your values in action, not just words. Show how these values benefit your clients rather than just stating what you believe.
Vulnerability: Share appropriate struggles or challenges you've overcome. This creates connection and shows you understand your clients' journey.
About Page Structure That Works
Headline: A clear statement of who you help and how Subheadline: The specific problem you solve or result you deliverYour Story: 2-3 paragraphs connecting your experience to their needs Your Approach: What makes your method uniqueResults: Specific outcomes you've achieved for clients Call to Action: Clear next step for interested prospects
Common Conversion Killers
Too Much Information: Your About page isn't your life story. Include only details that build trust or demonstrate expertise relevant to your ideal client's needs.
No Clear Next Step: Every page needs a purpose. If visitors don't know what to do after reading your About page, they'll leave without taking action.
Focusing on Features: Don't list what you do—explain what it means for your clients. Instead of "We offer strategic planning," write "You'll have a clear roadmap for the next 12 months."
Weak Photography: Poor or missing photos undermine credibility. Invest in professional headshots that convey approachability and expertise.
Industry-Specific Adaptations
Service Providers: Focus on client transformations and your unique process. Show before-and-after scenarios that demonstrate your impact.
Coaches and Consultants: Emphasize your personal journey and methodology. Clients want to know you've walked the path they're on.
Technical Experts: Translate your expertise into business benefits. Show how your technical skills solve practical problems.
Creative Professionals: Showcase your style and approach through both words and visuals. Let your personality shine through.
Testing and Optimization
Track Behavior: Use analytics to see how visitors interact with your About page. Do they scroll through the entire page? Where do they exit?
A/B Test Elements: Test different headlines, photos, or calls-to-action to see what resonates with your audience.
Gather Feedback: Ask existing clients what convinced them to work with you. Their answers often reveal what should be emphasized on your About page.
Monitor Conversions: Track how many About page visitors become leads or clients. If the number is low, your page needs work.
The Psychology of Connection
Your About page works when it creates emotional connection. Visitors need to feel that you understand their situation, have relevant experience, and can guide them to their desired outcome.
This connection happens through shared experience, demonstrated results, and clear communication of your unique value. When visitors feel understood and confident in your ability to help them, conversion becomes natural.
Beyond the About Page
Remember that your About page doesn't exist in isolation. It should connect seamlessly with your homepage, services page, and contact information. The story you tell about yourself should be consistent across all platforms and marketing materials.
The Bottom Line
Your About page is your opportunity to build trust, demonstrate expertise, and differentiate yourself from competitors. Stop treating it like a resume and start treating it like a client attraction tool.
Focus on your ideal client's needs, share your relevant story, and provide clear evidence of your ability to deliver results. When your About page answers the questions visitors are really asking, it becomes a powerful conversion tool that turns curious browsers into eager prospects.
Your story matters—not because it's interesting, but because it's relevant to the people you serve. Tell it in a way that builds bridges between their problems and your solutions, and watch your About page transform from an afterthought into your hardest-working salesperson.
