How to Structure Your About Page

There are 3 key pages that are the most viewed when a potential client visits your website. They are:

  1. Your About Page
  2. Reviews
  3. Portfolio / Before and Afters

This is before they even CHECK OUT your services! To ensure that you fully optimize your website for the best conversion rate possible, I’ve got a small checklist of things for you to do for each of those pages. Today, we’re talking about your about page.

about page

If you are anything like me, putting together an entire page about you sounds like a nightmare. You have a fine line between being chatty and selling yourself. It’s natural to just share the basics, but your about page can do so much MORE!

With your About Page, Ideal Clients are trying to determine if they can trust you. They want to peek behind the curtain and see if your company is one they’d like to do business with. Often, they are asking questions to themselves such as:

  • Is this a big company or small?
  • How long have you been in business?
  • Where are you based?
  • What makes your company special?
  • What are its core values?
  • Why should I buy from you and not from your competitor?

Your about page can answer all those questions and more! Let’s get into the structure of your about page:

Structure of an About Page

Speak to Your Ideal Client

It’s often easy to start talking about yourself first thing on your about page. But, with any page on your site you want to start talking to your Ideal Client direct. Dedicate your opening sentence to your audience’s challenges and objectives. Starting with the very reason they come to your site in the first place is a good way to demonstrate that you have their needs in mind.


Your credentials can include anything such as how many years of experience you have, your schooling, how many clients you’ve had, success stories. Lay down the basics of why your ideal client should trust you.


Now, it’s time to give a little personality. For my clients I love having a small section that is super personal and shares details such as their favorite things to do in their spare time. This helps create connection. For example, I have a section on my about page that talks about my faith. Many times I receive inquires that mention that the reason my client chose me is because they want to support fellow Christian sisters.


This section helps define what makes working with you different from another service provider. It’s important to not bash or put down others – it’s just explaining what sets you apart and how you can solve your Ideal Client’s problems uniquely.

Your Why

Even if your brand doesn’t have an interesting story, you can still tell a story. Focus on the things that make you human, stories that shaped you today and why you started this business. Corporate-speak copy is boring. A visitor to your website wants to know a real human is behind this business and the story behind it.

Call to Action

Finally, let your Ideal Client know what they should do next. Should they learn about your services or your one-of-a-kind experience? Should they contact you for a free consultation? Your website’s visitors simply aren’t as familiar with your business as you are — so it’s important to let them know what they should do next. When you do, you can more easily welcome your Ideal Client into your experience!

Curious for my About Page? Check it out here!

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