How to create an About page that strikes instant connection with your ideal client
When I created my first website, it took me 3 weeks to write my About page.
The reason for that? I had read this one piece of advice: The about page is not about you, it’s about them (your client) The vaguest piece of advice circulating on the internet. And I'm here to dispel this myth so it takes you far less time to write.
Maybe you’ve heard it too and just like me, you were left wondering: “Ok but… what exactly should I write then?” I see a lot of people holding themselves back after hearing this. And I’m here today to give you the structure and help you build the confidence you need to finally put it out there.
I get it. Writing about yourself is hard enough. It can feel icky. And you’re worried you might bore people or come across as if you’re bragging about yourself.
If you’re currently feeling stuck and unsure what to include on your About page, this blog post is for you. Let's get started.
1 // Start with your ideal client's problems
As human beings, we’re quite the self-centered creature. Yes, people want to get to know you, otherwise they wouldn’t be reading your About page. But there’s one thing that people really are interested in… and it’s what you can do for them. They want to know if you can solve their problems. That’s what keeps them reading.
So before diving into your About page, I encourage you to get out a pen and paper and answer those questions:
→ How do you help your ideal client?
→ What problems do you solve?
→ What are you bringing to the table?
→ What’s in it for them?
The best way to keep people reading is to ensure they feel seen and heard. By acknowledging their problems, you’re showing them you’re the exact person they want to work with.
So, for example, let’s say you’re an accountant who helps busy entrepreneurs sort out their taxes. You could start your About page like this:
“You love running your business and looking after your clients, but every time it’s time to sort out your finances and fill in your tax return, you break into a cold sweat… you know the deadline is SO close and you can’t afford more late penalties again. What if I told you that numbers are my jam and I’m here to help you regain control of your finances so you can focus on what you do best - running your business!”
When you talk about yourself in relation to how you can serve your clients, you have a captive audience.
The more people feel you understand them, the more they’ll connect with you and trust you.
2 // How to share your story in a way that captivates and engages
Telling your story can feel daunting. Where should you start? Should you mention where you went to school, what you studied? How much is too much?
The good news is - you don't have to share your entire life wikipedia-style. There is a way to tell your story in a way that draws your ideal client in.
Before you start writing, I encourage you to keep those questions in mind:
→ How can you make your ideal client relate to you?
→ Did you go through similar pain points as your ideal client that you’ve overcome and have led you to where you are today?
It’s about how your ideal client recognises their own challenges in your story that ultimately makes them excited to work with you over any other person on the internet.
By telling your story and sharing your experience, you can show your ideal clients that you understand their problems and have found the solution.
3 // Adding a touch of personality
I actually believe the About page is one of the pages where you can get more creative and let your personality shine.
We’re all human after all and people love to connect over similarities. Think about small details about you that could resonate with your ideal client. Whether it’s your zodiac sign, your favourite Netflix show or any quirks that make you special - I encourage you to share them. I guarantee you someone will read and think “Me too!”
Bonus: Include ‘character’ testimonials
I’m a huge fan of including what I call ‘character’ testimonials on the About page. Unlike classic testimonials that show people the kind of results they can expect after working with you, character testimonials give people insights on who you are as a person.
Whether it’s praising your patience, your creativity or your problem-solving abilities, character testimonials build trust with your ideal client.
They look a bit like this: “Working with X was an absolute your dream. She’s so patient and approachable, a great listener and talking to her felt like talking to a friend. If you’re feeling a bit anxious to hire a coach, she’s the person for you!”
How to obtain those? It’s simple: next time you request a testimonial from a past client, ask them to describe why they loved working with you. They’ll most likely praise some of your qualities and you can use those as part of your character testimonial.
THE BOTTOM LINE
Writing your about page can feel like a challenge, but it doesn’t have to be. This page is a great opportunity to start building a relationship with your ideal client. Because while it’s about you, it’s really written for them. By sharing your story in a way that connects with them and making sure they feel seen and heard, you can show you are the exact person they want to work with.
If you feel like you're struggling with your About page, then you need to grab a spot for a free 30-minute website strategy call.
Together we'll discuss what to include in this page so you can position yourself as THE person you ideal clients HAVE to work with.
Author: Chloé Meresse
I’m Chloé, the designer and web strategist behind Milk Tea Web, a creative studio specialising in strategic branding and website design.
With nearly a decade of communications experience in my back pocket, I help purpose-driven businesses create strategic brands and websites that clearly communicate their mission and everything they stand for.