How to Craft a High-Converting About Page that Captivates your Readers from the Get-Go

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Did you know that your About page is likely one of the most visited pages on your website? Don’t believe me? Go check your Google Analytics! This is consistently one of the highest traffic pages on my site each month.

It makes sense that if someone comes to your site and is instantly drawn to you and your mission, that they want to take the next step and get to know you better.

Given this, it’s worth your effort to spend time crafting it to clearly articulate how you can help your reader; why YOU are the person to help them solve their problem, as well as letting them get to know what makes you so awesome.

Your About page needs to let your readers know what they can expect from you as well as giving them some kind of call to action on how they can take the next step - whether it’s working with you; joining your tribe {by signing up to your newsletter}; or finding out where else they can connect with you.

Here’s the most important thing to know about creating a high-converting About page: while your About page is typically about you - the trick to crafting an amazing page is understanding that it is not about you at all!

Your job is to captivate your reader through compelling copy that speaks directly to your ideal client and captures their attention from the get-go, positioning you as the expert with the exact solution they’ve been searching for.

An epic about page is one of the 7 website essentials to captivate your dream clients and create an exceptional Brand experience and today I’m going to dig deeper and share the must-have elements to create a high-converting About page.

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Must-have elements for your epic about page:

A bold opening statement.

This is your hook to get them interested.

It could be a statement or question that offers a solution to a problem your readers have: “Ready to ditch stress and overwhelm for good?”

It could be declaration of your purpose in the world: “I’m on a mission to help you radiate vibrant health and glowing confidence everyday.”

Another option is using a manifesto-style opening - “I believe that self-love begins from within."

Whatever you choose it should powerfully connect with your readers and leave them absolutely certain they are in the right place.


Psst… My eBook The Brand Plan gives you the exact formula for making your brand memorable. Get it free when you sign up for my newsletter below!


How you can help.

This is your opportunity to demonstrate exactly how you can help your reader.

Here’s a template to make your own:

I’m {your full name} and I am {your title/ vocation} ___________ {a life coach/ health coach / nutritionist / yoga teacher / writer / illustrator / jewelry designer}

I work with / write for / support / empower {your target market/ dream client/ ideal reader}  ___________ [ side-hustlers / newbie entrepreneurs / overworked corporate goddesses]

Helping them {how you serve}  ___________ {reclaim their energy / build their dream business / hone their intuition}

How you got here.

This is your opportunity to give your readers an insight into your story and how you’ve reached the point in your life where you are now.

Did you overcome any obstacles or challenges to get to where you are now?

Were there any big ‘aha’ moments that led you on your path?

What changes or major transitions have you experienced?

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Your Big Why.

This goes back to your whole mission and purpose in the world. Why are you here? Why is this so important to you? Making this crystal clear allows your readers to form an emotional connection with you that will only leave them wanting to know more about you!

INJECT YOUR UNIQUE MAGIC.

Give your readers an insight into what makes you tick as a person. Love yoga? Share it. Got an amazing collection of crystals? Let people know! Are you a brilliant chef in your spare time? Brag about it!

Other essentials to include on your about page:

  • Your social media icons. So people can connect with you.

  • Your opt-in. This is your opportunity to invite people who are already interested in you to take your relationship to the next level.

  • Photos of you. You need to have at least one photo of you looking direct to camera, and some other fun / more playful shots that highlight your personality and unique quirks.

Take action:

Review your current about page and consider -

  • What needs to be tweaked or improved?

  • Have you answered the question your readers will be asking: “What’s in it for me!?”

  • Have you injected your unique blend of magic and let your readers know what makes you so awesome?


If you’re ready to take the next step towards the big goals you've set to build your online presence - I can help! Take a look at my services which are all designed to empower you building a purpose-fueled brand, so you can confidently share your message and have it seen and heard by the right people.