When I first built my website, I obsessed over my homepage. It was where I imagined clients would fall in love with my brand, see my smiling face, and immediately click to book. But here’s the truth I wish I’d learned earlier (and what I now tell every client who’s DIY-ing their site between client calls and snack breaks):
Your homepage isn’t the page doing the heavy lifting.
There’s another page, one that often gets overlooked or thrown together, that quietly builds trust, connects deeply, and sells your services behind the scenes.
Let’s talk about your About Page.
Why the About Page Actually Converts Clients
Here’s the thing: clients don’t just hire your skills. They hire someone they feel like they can trust. And where do they go when they want to know who you really are? Not your homepage. Not your pricing page. Your About Page.
It’s where they peek behind the curtain. They’re asking:
- “Is she the real deal?”
- “Does she get what I’m going through?”
- “Can I see myself working with her?”
If your About Page reads like a résumé or a vague list of “passions,” it might be time to rethink the way it’s doing its job.
What Visitors Are Really Looking for on Your About Page
Clients aren’t looking for your life story. They’re looking for connection and clarity. Specifically:
- A sense of your personality and vibe
- An understanding of how you can help them
- Stories or moments that make you relatable
- Signs you understand what they need (not just what you do)
They want proof that you’re for them. Not for everybody.
Here’s what one client told me after booking:
“Honestly, it was your About Page. You described exactly what I was feeling, and I just knew you were my person.”
3 Common About Page Mistakes (And What to Do Instead)
Let’s keep it real – most About Pages don’t convert because they fall into one of these traps:
1. Talking Too Much About Yourself
Yes, it’s your About Page… but it’s really about your client. If your page is all “me, me, me,” visitors will check out.
Try this instead:
Use the first few lines to call out your client’s struggles or desires. Then bridge the gap to how you help.
2. Skipping the Call to Action
People want to be guided. Don’t leave them hanging at the bottom of the page.
Try this instead:
Add a clear, inviting CTA like:
- “Want to see how I can help? Head to my Services page.”
- “Book a free consult and let’s chat.”
3. Hiding Your Personality
Polished doesn’t mean robotic. Let your real self shine through – quirks, coffee preferences, cat mom life and all.
Try this instead:
Drop in a personal story that relates to your client’s journey. Not for fluff, but to show you get them.
A Quick Story from Behind the Scenes
A few years ago, I helped a coach refresh her site. Her homepage was stunning. Her services were crystal clear. But conversions were… meh.
Turns out, her About Page read like a corporate bio. We rewrote it with:
- A warm welcome message
- A slice-of-life moment her audience would totally relate to (cue toddler meltdown + late-night laptop session)
- A short list of “what I believe” statements that aligned with her values
Her bookings doubled that month. And guess which page people mentioned on discovery calls?
Yep. The About Page.
How to Make Your About Page Work for You
Ready to give yours a refresh? Start with these prompts:
- What struggle or desire brings your ideal client to your site?
- What do you want them to feel after reading your About Page?
- What’s one story or belief that makes your work personal to you?
- What’s the next step you want them to take?
Remember, this isn’t about writing a novel. It’s about connection. Clarity. And a quiet confidence that says: “Hey, I can help.”
