How to Write Your Client Attracting "About" Page | By Cari Maines

Your "About" page is the second most visited page on most websites after your home page. But let's face it, writing your "About" page can be painful. There are many professional writers who don't enjoy writing their own "About" pages...

The questions are endless: "What should I say?", "How much should I talk about myself?", "How do I sound like a person and not a robot?", "How can I use this page to attract clients?".

Well, it can be easier than you think.

There are three main questions you must answer on your "About" page:

  1. "How do I serve my client?"
  2. "What makes my business unique?" (also called your Unique Selling Proposition or USP)
  3. "Why should I buy from you?"

Then, use this information and:

  • Focus on the benefits your client will receive from working with you.

Build Trust on Your Client's Website Journey

When your clients arrive at your website they need to know right away how what you do applies to them, so they stay on your website and don't click away. Then when they're ready to learn more about you, they'll visit your "About" page. This is where you go into more detail and deepen their trust.

  • On your "Home" page, you want to catch the reader's attention and explain who you serve. You want the reader to immediately know what you do so they know they're in the right place. Here's a great example of a fantastic home page.
  • Your "About" page is where you take it a step further and begin to win their trust. This is where you explain who you serve and how in more detail, as well as who you are and a bit about your business. Fill it with personality and powerful language that makes people want to know more about your business.

Here are the 5 Elements You Need on Your "About" Page

This is the outline that I (loosely) follow when I write an "About" page for someone:

  1. Headline - A clear statement of what you do and who you serve.
  2. Benefits - What benefits can you provide them with your services? What will they achieve by working with you? Tell them how you will help them create the change they're seeking.
  3. Your Story - Tell your story as it's relevant to your business and your clients. Why do you do this work? Build trust by addressing the struggle you went through to get where you are today.
  4. Call to Action - What do you want them to do next? Sign up for your email list? Visit your blog? Schedule a discovery call? Lead them to the next step you want them to take.
  5. Photos - Be sure to have at least one photo where the reader can clearly see your face and eyes. This is important so they can make a connection with you before you even talk to them.

For help discovering what makes you unique, including a helpful example that helps you identify your "Headline", check out last week's article "What makes you unique as a coach" here >>

Now it's time to Write Your "About" Page

Using the 5 Elements outlined above, write a few short paragraphs that answers these 3 questions:

  1. "How do I serve my client?"
  2. "What makes my business unique?" (also called your Unique Selling Proposition or USP)
  3. "Why should I buy from you?"

And be sure to:

  • Focus on the benefits your client will receive from working with you.
  • Write about yourself in the context of how you can help them.
EXAMPLES for Reference:

  1. Here's a great example of a fantastic "Home" page:


Now you have a great "About" page! Simply be clear on your Unique Selling Proposition (USP), follow the 5 elements and focus on how you help your clients and the benefits they will receive.

I hope these tips help make writing your "About" page easy!


Contributing Author: Cari Maines is a Freelance Copywriter and Content Writer. She specializes in soulful copywriting and blog posts for big-hearted brands.

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Image of Coach and Client by Monkey Business Images via Shutterstock


  1. Thomas

    This is great information. I have struggled to get the right message about me out myself.
    One tend to write long and cumbersome information about nothing relevant. This post highlighted what I need to focus on.

    • Emma-Louise

      Dear Thomas, so glad you found this article helpful! Cari also offers a free email course that you may find helpful (if you haven't already). Sign-up is highlighted in pale yellow at the bottom of the article. Good luck with your new, improved and more focused About Page 🙂 Warmly, Emma-Louise


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