6 Tips on Turning Your About Page into a Client-Attracting Machine

1. Start With Your Audience in Mind

Your About Page isn’t a resume—it’s a place to connect with potential clients by addressing their needs, challenges, and goals.

Give Them What They’re Looking For

Think about why someone is visiting your site. Are they seeking expertise, guidance, or solutions to a specific problem? 

Start your About Page by acknowledging these challenges.

Tell Them How You Can Help

Immediately position yourself as someone who understands their struggles and has the tools to help. 

For example:

“I help small business owners turn scattered marketing efforts into cohesive strategies that drive measurable growth.”

2. Tell a Relatable Story

People work with people they trust, and storytelling is a powerful way to build that trust. 

So, how can you use storytelling to build that trust?

Start by sharing your journey, but make sure it’s relevant to your audience.

This could be the story of the problem you once faced or why you started your consulting business.

Example: 

“After spending years struggling with ineffective marketing strategies, I knew there had to be a better way. That’s why I founded [Your Business Name].”

Then, give them the solution. 

Explain how you overcame those challenges and how that experience fuels your work today.

Example:

“Now, I use my 10+ years of experience to help businesses streamline their marketing and achieve results they didn’t think were possible.”

3. Highlight Your Expertise Without Overloading

Your audience wants to know why you’re qualified, but a long list of credentials can feel overwhelming, impersonal, or just plain braggadocious.

Instead, pick key highlights to showcase your expertise. You could mention certifications, awards, or big-name clients if relevant, but don’t go overboard.

Example:

“As a certified marketing strategist with a track record of doubling ROI for clients, I bring proven strategies to every project.”

You can also incorporate credentials into your story. As we mentioned before, storytelling builds trust, and it is much more engaging than pasting a long list of achievements. 

Example:

“From leading digital campaigns at Fortune 500 companies to helping startups find their voice, I’ve spent the last decade driving measurable results for businesses of all sizes.”

4. Show Off Your Personality

Your About Page should feel approachable—and human. 

Yes, we had to say it. AI is a great tool, and you can use it to outline your About Page. Just don’t copy, paste, and check your “Write About Page” off your checklist just yet. 

You need to sprinkle in your personality and use conversational language that feels like a one-on-one chat.

Here’s how you can do this:

• Write like you speak. 
• Use relatable details.
• Avoid overly formal language or jargon. 

Example:

“When I’m not working, you’ll find me hiking with my dog or hunting for the best local coffee shop.”

5. Include Social Proof

We love social proof—in fact, everyone does. 

Testimonials, client logos, or a quick success story can reinforce your credibility without coming across as boastful.

So, make sure you add a short quote from a satisfied client and (briefly) mention specific achievements to show how you’re the go-to expert. 

Example:

“I’ve helped over 50 businesses achieve their goals by creating tailored strategies that work.”

6. End With a Call-to-Action

Don’t leave your visitors hanging! Once they’ve read about you, guide them to the next step.

• Encourage Engagement: Add a CTA that leads visitors to take action.
• Link to Other Pages: Direct them to your Services page or a Contact form to keep the conversation going