5 Essential Tips for Writing an About Page That Converts Visitors into Clients
Your About Page is a critical element of your website. It's often one of the most visited pages and serves as a perfect opportunity to engage your audience and convert them into paying clients. So buckle up because I’m about to share my five essential tips to ensure your About Page not only captures the attention of your visitors but also converts them into clients.
Start with a Captivating Headline and Introduction
Your headline is the first thing visitors will see. It needs to be compelling enough to make them want to read more. Aim for a headline and introduction that effectively capture the essence of your brand and immediately convey the value you specifically provide to your audience.
A captivating headline is your hook — the element that draws the reader in. It should succinctly convey what your brand is about and why the reader should care. Pair this with a strong introductory paragraph that expands on your headline and sets the tone for the rest of the page.
Example Headline:
Guiding the way to a calm and integrative journey to your dream brand and website.
Example Introduction:
Hey! I'm Marina Pomar, the creative force behind Lavender Moon Studio. As a web designer and copywriter, I’m dedicated to helping female entrepreneurs transform their online presence with beautiful websites that convert visitors into leads and clients.
Highlight Your Unique Selling Proposition (USP)
Clearly articulate what sets you apart from your competitors. Your unique selling proposition should be prominently displayed and woven through the narrative of your About Page.
Your USP distinguishes your brand from others in your niche. It's a concise statement of the unique benefits you offer your clients. This isn't just about listing your services; it's about showcasing the unique blend of qualities and expertise that only YOU bring to the table.
Example:
At Lavender Moon Studio, we create bespoke Squarespace websites designed with strategic layouts that convert traffic into leads and clients. Our approach goes beyond aesthetics to offer a seamless blend of web design and conversion-driven copywriting.
Showcase Your Expertise and Experience
Demonstrate your qualifications and experience to build trust and credibility. This helps your audience feel confident in your ability to deliver high-quality services.
Sharing your qualifications and experience is not about bragging; it's about building trust. Highlight your educational background, past achievements, and professional experience to show potential clients that you have the perfect skills and knowledge to help them reach their goals.
Include any relevant courses, certifications, or special projects that exemplify your expertise. Make sure you weave them in the narrative, there’s nothing less engaging than a CV-like list of all the courses and trainings you’ve taken. Also, ou don’t need to share every single training you’ve ever taken, focus on those that are relevant to what you offer and set you apart from others in your niche.
Example:
With an undergraduate degree in Digital and Multimedia Interaction Techniques and over five years of experience as a Squarespace web designer, I have crafted websites and written copy for multiple 6-figure online business owners including authors, business strategists, motherhood coaches, life coaches and many more.
Make It Personal and Relatable
Your About Page should reflect your brand's personality and values. Share personal anecdotes, hobbies, and interests to create a connection with your audience.
Making your About Page personal and relatable involves striking a balance between professionalism and personality. Potential clients want to know the person behind the brand. Sharing your hobbies, interests, and a bit about your personal life can humanise you and make you more relatable. When your audience sees you as a real person with unique quirks and passions, they are more likely to feel a connection with you and trust you.
Example:
Outside of designing and writing, my life wouldn’t be complete without my two fur babies, Scotty 🐶 and Augustus 😺. I’m also a hot chocolate lover ☕️ and can't get enough of true crime podcasts. These little joys make life sweeter and keep me inspired.
Include Social Proof and Testimonials
Incorporate testimonials and success stories to showcase the results and value you’ve created for others in their shoes. Real feedback from satisfied clients can significantly influence new visitors to trust and choose your services over someone else in the same niche.
Social proof is a powerful tool for building credibility. Testimonials from past clients act as endorsements that validate your skills and reliability. By featuring genuine feedback, you allow potential clients to see the tangible benefits others have experienced from your services. This builds trust and reduces many of the hesitations they might have about working with you.
Crafting Your Call-to-Action
End your About Page with a strong call-to-action (CTA) that leads visitors to the next step, whether it’s booking a consultation, subscribing to your newsletter, or exploring your services.
Now they’ve read your story, give them an action to take to dive deeper into your world.
Your call-to-action should be specific and action-oriented, guiding visitors toward becoming clients. Whether it’s scheduling a free consultation, signing up for a newsletter, or contacting you directly, a clear and compelling CTA can significantly boost conversion rates.
Example:
Let's have a pressure-free conversation! (Most of my client calls feel more like chatting with a friend anyway...)
Let’s chat (button)
Creating an About Page that converts involves a combination of strategic elements and personal touches. By following these five tips, you can craft an About Page that not only informs but also engages and converts your visitors into leads and clients.
Now you know how to write an About Page, let me ask you a question… How do you feel about writing your service or sales page?
This tends to be one of the hardest ones to write and for good reason. But don't worry—I've got something special just for you. I've crafted a comprehensive Service + Sales Page Copy Template that takes all the guesswork out of creating your own standout service page.
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Hi! I’m Marina,
a Squarespace Web Designer and Copywriter crafting beautiful, done-for-you websites with a proven layout to convert traffic into leads and clients.