How to Write an About Page that Attracts your Ideal Client

Your dreamboat client just waltzed into your website and heads straight for the about page to try and get a sense of who you are.

Consider for a moment the experience they might have. Will it be: 

1. Meh. Seems like a nice enough person and she’s got some experience. (Predictable copy listing your education and/or experience?)  Or…..

2. OMG...She seems like she totally “gets” me AND she has what it takes to help 

   Chances are, your “About” page is likely one of the top-visited pages. However, there is a good chance it’s either overlooked or has bland copy that lacks any inspiration for your reader. (No judgment friend, I’ve been guilty of this myself! 🙋‍♀️

   If you want to get your website visitors to take action (i.e. book a call with you), it’s probably time to hit the refresh button on your “About” page so that it sparks interest and motivates your reader. 

   Here is my formula for a head-nodding, action-inspiring About page.

   Hook:  Head-nodding, attention-grabbing copy. 

   The very first sentence should be an attention-grabbing one that hooks your reader and invites them to keep reading. You are going to want to write many variations before you make a final commitment. Chances are your first attempt will NOT be the one you end with. Above all, make sure it addresses your ideal client (i.e. Moms, bachelors, empty-nesters, short-term rental owner, etc.)
   

   Agitate: Address your reader’s pain points

   Why is your reader here in the first place? What do you know about your ideal client and their pain points? Make sure to address them here.

   Are they overwhelmed, tired, can’t agree with partner, busy, want to earn extra income? What have they been doing that isn’t working anymore?

   Affirm: Assure your reader they are in the right place

   Why are you the right person to get the job done? What is the special thing you have that no one else can give do for them?

   Introduce: NOW is when you introduce yourself

   Who are you anyway? How do you work? What do you stand for? What experience do you have? How did you get your design chops? Did you go to school for design? We want the deets.

   Authority: Why are you the right person to help them with the job? What makes you qualified?

   Here is where you want to paint the picture of what it would be like to work with you. How does your client see themselves fitting into the picture? If a client can’t see themselves in the story, they are likely to keep moving on.

   Endorsements: Provide testimonials, accolades, accomplishments, publications, etc.

   Go ahead…brag a little. If you have been published, have awards, credentials, testimonials, this is the perfect little place to drop those accolades in.

   Coffee Date: Show them your personal side

   Think of this as a virtual speed date. People buy from people they know, like, and trust. How can you show up as a human, not a website? Make it fun and don’t take yourself too seriously. Can you share 10 things you can’t live without? Your enneagram? Your favorite things? Your core values? Personality quiz?

   Call-to-Action:  What do you want them to do at this point?

   Obviously, you want them to book a call with you (assuming you’ve addressed your ideal client, they know what you’re about and can see themselves working with you). Your primary call to action is likely to book a consultation call with you. Are there other calls to action you want to include such as following you on social media, downloading a lead magnet, reading your blog? Checking out your portfolio?

   I hope this writing formula helps get you unstuck and motivated to refresh your About page. Before I wrap up, here are a few quick tips to make the most of these updates:

   1. Write your copy first. open a Google Doc and draft your copy before ever thinking about the formatting, images, or other content that can all distract you from the actual message.

   2. Once you have perfected your copy add to your website formatting the copy to be scannable by adding headings, bullets, and other formatting features that keep the eyes moving.

   3. Sprinkle in images and graphics for a high-impact and high-converting About page.