Your About Page Isn’t Really About You: How to write one that resonates
When we write our “about” page, we feel this unnecessary need to flood our biography with a list of all our accomplishments, degrees, what interests us, and why our interests complement our clients and customers. While this is important in connecting with your audience and forming credibility, your about page should center around your client. It should detail the problem they are facing and how you're there to make their life better.
This is where strategy comes into play.
Shifting Focus On your about page
When a potential customer clicks on your About page, they’re less interested in your personal journey than in understanding how you can help them. They’re probably asking themselves, "What can this business do for me?" Your role is to show them exactly that. Instead of listing all your achievements, demonstrate how your expertise and experience are relevant to solving their problems.
Detail Their Pain Points On Your About Page
Address your client’s pain point. What issues are they facing in their life? How does your product or service address this need? You can use your About page to directly address this. When customers see their problems acknowledged, they feel understood and are more likely to trust your ability to help them.
For example, if you’re a marketing consultant, your customers might struggle with managing consistent content or finding time to develop their email marketing strategies. You’re not just selling your marketing services. You’re offering a solution to their time issue. So, on your About page, you can highlight these issues: “We understand that running a business leaves little time for consistent, high-quality social media and email campaigns.”
If you’re a Realtor, your client’s pain point is probably confusion on where to start and overwhelm with the entire homebuying process. Speak directly to that pain point and guide them through. Explain every step of the process and how you’ll lead them through. You’re not just selling a home. You’re selling someone’s safe space. You’re creating a sense of security.
If you're a dog trainer, your client’s pain point is probably their dog’s obedience or a sense of insecurity in communicating with their dog. Talk about the dogs you’ve helped train and the differences in their behavior before and after working with you. Highlight your clients’ new confidence in working with their pup after hiring you. You’re not just training dogs. You’re helping dog owners confidently lead their pups. You’re creating a branch of communication.
Highlight Your Solutions In Your About Page
Once you’ve acknowledged their pain points, the next step is to clearly present how you can solve them. Rather than just stating your services, explain how your approach makes a difference. How do your skills, strategies, and tools help your customers achieve their goals?
For instance: “At Profit Chatter Marketing, we don’t just manage your social media—we develop a content strategy that aligns with your business goals, attracts your ideal customers, and frees up your time so you can focus on growing your business.”
Show Empathy and Connection in your about page
A good About page is an opportunity to build a connection with your audience. Show that you understand where they are in their journey. Speak directly to their needs and experiences. This creates a sense of trust, and when people feel seen and heard, they’re more likely to become loyal customers.
Include Social Proof
Testimonials, case studies, and success stories are powerful ways to reinforce the idea that you understand your customers’ challenges and have a proven track record of helping them succeed. Instead of saying how great your services are, let satisfied clients do it for you.
This approach adds credibility and reassures potential customers that others, with similar problems, have found value in what you offer.
The Bottom Line: It’s Always About the Customer
Your About page is your chance to position yourself as the solution to your customer’s needs. By focusing on how you can help them solve their problems, you demonstrate value and relevance, which is what they’re truly looking for.
What questions should your about page answer?
Who are you & why should they trust you?
Who is your ideal client?
What problem do you solve?
Remember: it’s not just about you; it’s about how you can serve your customer.
Ready to connect with a team that understands your needs? Let’s work together to solve your challenges and help your business grow. Reach out today for a free consultation, and let’s discuss how we can create a customized strategy that works for you!
