Most About pages miss the mark because they focus on life stories instead of showing visitors how you can solve their problems.
Introduction
When someone walks into a physical store, their senses kick in. The lighting, the scent, the vibe—it all combines into a gut feeling. Your website works the same way. It doesn’t literally smell (unless you’re in the scented candle business), but it gives off a strong sensory impression—visually, emotionally, and psychologically.
And just like a shop with an off-putting smell, if your website’s first impression feels “off,” people back away.
So—what does your website smell like?
1. Your About Page is a Sales Page in Disguise
Too often, the About page is treated like a CV or a personal statement. A list of milestones. A collection of proud moments. And while there’s nothing wrong with celebrating your experience, it misses the bigger picture.
The real goal of your About page is to help your visitors feel seen, understood, and confident that you’re the right person to help them.
Which makes it, when done right, a powerful sales page in disguise.
That doesn’t mean it should be pushy. It simply needs to be purposeful. Instead of leading with your background, lead with relevance. Speak directly to your ideal client. Show them that you understand what they’re going through and why you’re equipped to help.
The second your About page becomes less “me, me, me” and more “you, here’s how I can help,” it starts doing real work.
2. Start With Them
Most About pages open with something like:
“Hi, I’m Jane. I’m a passionate photographer who loves capturing meaningful moments…”
But let’s flip that.
Instead, try:
“If you’re looking for timeless, honest photography that actually makes you feel something, you’re in the right place.”
See the difference?
By leading with their goals, desires, or frustrations, you immediately show that you’re not just here to talk about yourself. You’re here to connect. You’re on their team from the first sentence.
This kind of opening instantly builds rapport. It sets the tone for the rest of the page. It says: “This is about you, not just me.” And that’s where trust begins.
3. Tell Your Story, But Make It Matter
This doesn’t mean your story has no place. It just means it needs to matter to the reader.
Rather than laying out a list of personal milestones, ask yourself:
- What did I experience that helps me better serve my clients now?
- What moment made me care deeply about solving this problem?
- How can I connect my values or journey to their challenges?
Here’s an example.
Instead of saying:
“I started my design business in 2015 because I love creativity.”
Try something more meaningful:
“I realised how often small business owners were handed tools without a map, expected to ‘just figure it out’ on their own. That didn’t sit right with me. So I built my services around clarity, support, and real-world results, not just the deliverable.”
This version isn’t about sounding clever. It’s about showing purpose. It tells the visitor that your journey has shaped a service genuinely designed with them in mind.
4. Bring Personality, Without Losing Professionalism
People want to work with people, not faceless businesses. So yes, let your voice come through. Be warm. Be honest. Be human.
But don’t confuse personality with oversharing. A little goes a long way.
Mention that you’re based in Hobart. Share a quirk or two. Drop in a personal touch that makes your brand feel approachable. Just remember to keep circling back to what matters to the client: their needs, their experience, their outcome.
Think of personality as seasoning, not the whole dish.
5. Add Social Proof and a Gentle Next Step
After you’ve connected and built trust, give visitors a small nudge toward the next step.
This could be:
- A short testimonial or quote that reinforces your credibility
- A line summarising who you help and how
- A call-to-action like: “Curious if we’re a good fit? Let’s chat.”
You don’t need to push for a hard sell here. Just give them a clear direction. Something easy and low-pressure. It might be as simple as inviting them to read your services page or fill in a quick contact form.
It’s the digital equivalent of making eye contact and saying, “Shall we keep talking?”
6. Make It Easy to Read (And Easy to Like)
Even the best copy in the world will get skipped if it’s clunky to read.
Use clear subheadings. Break things into short paragraphs. Highlight key ideas. Make sure your tone stays consistent. And above all, keep it skimmable.
A good About page structure might look like this:
- A hook that speaks to the client’s pain or goal
- short intro to you and how you help
- A meaningful backstory (framed through their lens)
- A short list of values or approach points
- A client quote or piece of social proof
- A friendly next step
Simple. Clear. Focused.