How to Write a High-Performing About Page That Resonates with Your Audience

Your “About” page is more than just a bio—it's your chance to connect with your audience, build trust, and show them why you’re the perfect person to help them achieve their goals. But here’s the catch: it’s not really about you.

One of the biggest mistakes business owners make is focusing too much on themselves on their About page. While your story, background, and expertise are important, the primary focus should always be your audience. Here’s how to create an About page that feels personal, purposeful, and client-centered.

1. Share Your Story (But Keep It Audience-Focused)

Yes, your story matters. It gives your audience insight into who you are and why you’re passionate about what you do. But instead of making it all about you, frame your story as a way to connect with your audience.

For example:

“After years of feeling stuck in my career, I finally discovered [solution you now offer]. It transformed my life, and now I’m here to help you do the same.”

Your audience should leave your About page thinking, “This person understands me, and they can help.”

2. Highlight What Makes You Different

What sets you apart from others in your industry? Use your About page to spotlight your unique approach, values, or process. This is your opportunity to answer the question, “Why should I choose you?”

For instance:

• Do you have a proven system for achieving results?

• Do you bring a specific skill set or experience to the table?

• Is your approach tailored to meet their specific needs?

Make it clear how these differentiators directly benefit your audience.

3. Speak Directly to Your Audience

Every part of your website should speak directly to your ideal client—and your About page is no exception. Use language that resonates with their experiences, challenges, and aspirations.

Quick tips:

• Use “you” more often than “I” or “we.”

• Acknowledge their pain points: “Feeling overwhelmed? We’ve been there.”

• Paint a picture of their ideal outcome: “Imagine feeling confident and in control of your [specific result they want].”

When you frame your message around their needs, your About page becomes a powerful tool for connection.

4. Illustrate the Results

Help your audience envision what success looks like after working with you. Use language that inspires and excites them:

“When you work with us, you’ll feel [specific outcome or emotion]. You’ll finally [specific transformation or solution].”

This not only motivates your audience but also reinforces the value you bring.

5. Guide Them to the Next Step

Don’t leave your readers hanging—every page on your website should have a clear next step, including your About page. Add a call-to-action (CTA) that encourages them to take action:

• “Ready to get started? Let’s chat.”

• “Learn more about our services here.”

• “Schedule your consultation today.”

The Bottom Line

A high-performing About page isn’t just about you—it’s about how your story, skills, and passion can help your audience achieve their goals. When you balance sharing your background with speaking directly to your client’s needs, you’ll create a page that truly resonates.

Need help crafting an About page that converts? Let’s work together to create a website that speaks to your audience and drives results.