It seems the most commonly hated thing to write as a business owner is the About page. 

Almost every startup founder & service-based business owner I work with seems to HATE writing about themselves or even making themselves “the face” of their brand, which is understandable.

But I have good news for you: 

Your website (About page included) is not about you.

It’s about your (potential) clients.

So, if you’re wondering how to write an About Me page that converts, the real question is:

How can we make it LESS about you and MORE about them?

For me, conversion copy is all about client-centric storytelling. 

I think it’s quite relieving to know that prospects don’t come onto my website judging the photos of me or hoping to see my entire autobiography on my About page. They come to my site to learn how I can solve their problems. Showing them how is how you’ll convert.

This is where the fun begins. After all, you started your business to serve your target audience, so it can be fun to write your site knowing that you can help them without wondering if someone is judging you for your life story. Let’s get into it.

Don’t mention your experience, mention how it helps them → You may have studied their exact industry, but let’s talk about how this helped you formulate your proven process and the results it’s provided.

For instance, I recently wrote for an esthetician who attended a very well-known, elite skincare program. Instead of simply listing it in her Certifications section, we mentioned how a particular course was the reason she no longer lets clients use specific (harmful) ingredients in the routines she gives them.

Choose social proof that showcases the transformation of your services → This is where you can showcase those results! Make it known that you’ve already given people exactly what your prospects are looking for.

Strategically place these testimonials throughout your website to optimize your UX for conversions. For instance, if you have a testimonial about how your therapy sessions helped someone reduce their panic attacks, it may be best to put that testimonial next to your Services Overview and not on the About page.

Talk about their problem in the same ways they would → How do they seem to articulate their struggles? Stalk them online and speak about it in the same way they would to show that YOU are the expert.

Educate them about why they need you → This is all being done in the 3 steps above, but make sure you’re doing this throughout your site. Any time you talk about yourself, you should really just be telling them why they need to invest in your services.

This is quite a relief, right?! 😌

If you’re wondering how you can implement client-centric storytelling to convert more… 

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