How to create an ABOUT PAGE that attracts your perfect client
Jeremy Kenerson
How to create an ABOUT PAGE that attracts your perfect client
Your About Page Is Killing Your Business
Learning to create about page the right way makes all the difference. A prospect lands on your website. They love your content, they’re nodding along with your latest blog post, thinking “finally, someone who gets it.” So they do what 85% of website visitors do next. They click over to your About page.
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And that’s where you lose them.
I see this constantly. Business owners who nail their messaging everywhere else but completely bomb their About page. They treat it like a resume instead of a sales tool. They list achievements nobody cares about. They tell their life story from kindergarten to last Tuesday. They make it all about them instead of about solving problems.
Here’s what’s really happening. Your About page isn’t about your credentials, it’s about trust. Prospects aren’t asking “how impressive is this person?” They’re asking “can this person help me?” Big difference.
I’ve analyzed hundreds of About pages for our clients at DeskTeam360. The ones that convert have seven specific elements working together. Miss even one and your conversion rates tank. Let me show you exactly what works.
Stop Making Your About Page About You
This is the #1 mistake I see. Business owners think “About” means autobiography. Wrong. Your prospects don’t care that you graduated summa cum laude or started selling lemonade at age seven. They care about one thing: what’s in it for them.
When someone visits your About page, they’re running a mental checklist. Can you connect with their specific situation? Can you solve their actual problem? Do you understand their industry well enough to be trusted with their business?
That’s it. Everything else is noise.
Before you write a single word, answer these four questions. How do you want prospects to feel when they finish reading? Who specifically are you passionate about helping? What core problem does your business solve? How do you stand out in a crowded marketplace?
Pro tip: Read your current About page out loud. If you hear yourself listing accomplishments without connecting them to customer benefits, you’re doing it wrong. Every achievement should answer “so what?” for your prospect.
Get clear on these fundamentals first. Everything else flows from there.
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The Seven Elements That Turn Browsers Into Buyers
I’ve broken down the highest-converting About pages across dozens of industries. The patterns are consistent. These seven elements show up every time.
Element 1: Hook Them in the First Five Seconds
Your opening line determines whether someone reads the rest of your page or hits the back button. You have about five seconds to prove you’re worth their time. Use them wisely.
The best About pages open with one of three approaches. First, a curiosity-driven headline that makes them want to know more. Something like “How I went from working 80-hour weeks to building a 7-figure business that runs without me.” If that matches their goal, they’re hooked.
Second, a bold mission statement that either attracts or repels. “I help overwhelmed business owners fire themselves from daily operations.” Clear, specific, and immediately tells you if this person can help with your situation.
Third, a question that highlights their pain point. “How many nights have you stayed awake worrying about tomorrow’s crisis?” If they’re lying awake stressing about business problems, that question hits different.
Your opening should polarize, not please everyone. If someone reads your first paragraph and thinks “this isn’t for me,” that’s perfect. You want to attract the right people and repel the wrong ones.
All three approaches work because they speak directly to your ideal client’s situation. They create an immediate emotional connection and make the prospect think “this person gets me.”
Element 2: Show Your Face (and Personality)
People buy from people, not logos. Your About page needs professional photos that show who you are, not stock images that could represent anyone in your industry.
Include a well-lit headshot, but don’t stop there. Add lifestyle photos that give glimpses into how you work and what you value. Behind-the-scenes shots of your office, your team, your process. Photos that show you’re a real human being running a real business.
Video works even better than photos because it lets prospects hear your voice and see your personality. A two-minute video introducing yourself and explaining how you help clients can build more trust than a thousand-word biography.
But here’s the key. Break up your text visually. Use different heading sizes, bold important phrases, add white space between paragraphs. No one reads walls of text anymore. Make it scannable or they’ll bounce.
Element 3: Answer the Who, What, Why Questions
Once you’ve hooked them, prospects want the basics. Who are you? What do you do? Why should they care?
This is where storytelling becomes crucial, but not the way most people think. Don’t tell your entire life story. Tell the story that’s relevant to helping your ideal client. How did you get into this position to solve their specific problem?
Share your values and beliefs, because they’ll either resonate with your prospect or they won’t. That’s the point. You’re not trying to appeal to everyone, you’re trying to connect deeply with the right people.
Keep your story concise and relevant. Include the struggles, mistakes, and lessons that brought you to where you are today. But always tie it back to how those experiences help you serve clients better.
Element 4: Let Your Personality Shine Through
Your About page should sound like you talk, not like a corporate press release. If you’re funny, be funny. If you’re direct and no-nonsense, write that way. If you occasionally use profanity, don’t sanitize your voice for the internet.
Personal details matter more than you think. Share what you’re passionate about outside of work. Talk about your family, your hobbies, your weird obsessions. These details help prospects connect with you as a human being, not just a service provider.
I’m not saying overshare or get unprofessional. I’m saying be authentically yourself. The clients who click with your personality are the ones you’ll enjoy working with most.
We break this down further in gohighlevel website design: the honest truth about ghl sites.
Watch out: Don’t try to be everything to everyone. A bland, inoffensive About page attracts nobody. Strong personalities repel some people and attract others strongly. That’s exactly what you want.
Element 5: Share Your Wins (But Keep It Relevant)
Credibility matters, but not the way most people think. Your prospects don’t care about awards from organizations they’ve never heard of. They care about results you’ve achieved for people like them.
Share specific outcomes you’ve delivered. “Helped 200+ companies reduce support costs by an average of 40%” hits harder than “Award-winning customer service expert.” Numbers and specifics build trust. Vague claims build skepticism.
If you’re newer to business and don’t have major achievements yet, focus on your vision and commitment. Share what you’re building and why. Show the research, training, and preparation you’ve done. Passion and preparation can overcome a lack of extensive track record.
Element 6: Prove It With Social Proof
Testimonials on your About page aren’t bragging, they’re necessity. Prospects want to know that other people like them have gotten results working with you.
Include specific testimonials that highlight the outcomes your clients care about most. Screenshots of messages, video testimonials, or written quotes from real clients. Make sure they’re specific about the results, not just generic praise.
If you’re just starting out, get testimonials from beta clients, friends in business who’ve used your expertise, or colleagues who can speak to your skills. Authentic testimonials from any source beat no social proof at all.
About pages with testimonials see 34% higher conversion rates than those without social proof.
Element 7: Tell Them What to Do Next
Your About page shouldn’t be a dead end. If someone reads through your entire page, they’re interested. Don’t leave them wondering what to do next.
Give them a clear next step that makes sense for where they are in the buying process. Maybe it’s joining your email list to get valuable content. Maybe it’s scheduling a consultation call. Maybe it’s checking out a specific service page that matches their needs.
The key is making the call-to-action feel like the natural next step in getting their problem solved, not like a sales pitch thrown in at the end.
Common About Page Mistakes That Kill Conversions
I’ve seen the same mistakes repeated across hundreds of websites. Here’s what to avoid.
First, the resume dump. Listing every job, degree, and certification you’ve ever had. Nobody cares about your career history unless it’s directly relevant to solving their current problem.
Second, the generic personality. Trying to appeal to everyone by being inoffensive and bland. This attracts nobody and certainly doesn’t build the kind of trust that leads to sales.
Third, no clear connection to customer benefits. Talking about what you’ve done without explaining how that helps your prospects get what they want. Every achievement should answer “so what?” from the customer’s perspective.
For industry research and benchmarks, check out Nielsen Norman Group.
Related reading: How to Create a Google Business Profile: Complete Setup and Optimization Guide.
Pro tip: Read your About page from your ideal client’s perspective. Does it answer their questions? Address their concerns? Make them feel like you understand their situation? If not, rewrite it.
Fourth, weak or missing calls-to-action. Either no next step provided, or next steps that don’t make sense for someone who just learned about you. Don’t ask for a sale immediately, ask for the next logical step in building trust.
The Real ROI of a High-Converting About Page
Let me break down what fixing your About page actually does for your business, because the impact is bigger than most people realize.
A typical About page converts about 2-3% of visitors into some kind of action (email signup, contact form, etc.). A well-optimized About page converts 8-12%. That’s not a small improvement, it’s a business-changing difference.
If your website gets 1,000 visitors per month and 30% of them visit your About page, you’re looking at 300 About page views. At a 2% conversion rate, that’s 6 leads per month. At 10%, that’s 30 leads per month. Same traffic, 5x more leads, just from fixing one page.
Scale those numbers to your actual traffic and average customer value. For most businesses, optimizing their About page is worth thousands of dollars per month in additional revenue. And it costs nothing but time to implement.
Your About Page Checklist
Before you publish your updated About page, make sure it hits these benchmarks. Does it hook prospects within the first five seconds? Does it include professional photos that show personality? Does it tell your relevant story without unnecessary details?
Does it let your authentic personality come through? Does it share credible achievements that matter to your prospects? Does it include specific testimonials or social proof? Does it end with a clear, logical next step?
The ultimate test: show your About page to someone who doesn’t know your business. If they can clearly explain what you do, who you help, and why they should care, you’ve succeeded.
Most importantly, does it feel authentic to you? If you’re trying to be someone you’re not, prospects will sense it. The best About pages feel natural to write because they’re just honest descriptions of who you are and how you help.
Stop Leaving Money on the Table
Your About page is working 24/7 to either build trust or destroy it. Every day you leave a broken About page up is another day of lost leads and missed opportunities.
The businesses that get this right don’t just see more leads, they see better leads. People who read a strong About page and still reach out are pre-qualified. They already trust you, they already understand what you do, they’re already sold on working with someone like you.
At DeskTeam360, optimizing our website conversion points including our About page was one of the highest-impact changes we made. Not just for lead generation, but for lead quality. When prospects understand exactly what we do and how we help before they contact us, our sales conversations start from a position of trust instead of skepticism.
Your About page is too important to treat as an afterthought. It’s your chance to turn anonymous website visitors into people who are genuinely excited about working with you. Use it wisely.
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