How to Write the Perfect About Page for Service-Based Businesses

Need help learning how to write an About page for your service-based business? We’ve got you covered.

Picture this: your dream client stumbles upon your website and likes what she sees. Huzzah! You made a good first impression! But wait, now she’s clicking over to your About page to find out more about who you are and what you do. 

What do clients see when they land on your About page? Does it build on their excitement over finding you? Or does it make them second guess whether you’re the right person to work with?

A well-written About page has the power to turn your website visitors into paying clients. But, like with most of your website pages, it can be difficult to know what the heck to write! This post will walk you through how to write an About page that captivates your ideal clients and encourages them to work with you.

How to Write the Perfect About Page for Service-Based Businesses

For many business owners, the About page is an afterthought. You may not think of this page as central to your clients’ journey. But, in reality, your About page has the most leverage out of any page when it comes to building trust and authority with your audience.

Think about it – if people are interested in what you’re offering but want to know more before making a commitment, where are they going to look? That’s right: your About page.

It’s your job to make sure this page of your site is a bridge toward working with you, not an obstacle.

What is the purpose of an About page?

Many people think of their About page as the one place on their website that’s all about them. But this is a mistake!

Yes, your About page should tell people about you and your business. But the main purpose of this page is not simply to tell your readers random facts about you.

The purpose of an About page is to build trust and authority. It should communicate why people should trust you to help them with a particular problem. 

Keeping this in mind will help you weed out irrelevant details that detract from this page’s purpose. Of course, you’ll want to include your own flair and personality (more on this later), but focus your writing on sharing information that builds trust and connection with your readers.

What should you include on your About page?

Now, let’s get to the good stuff – what the heck should you write on your About page?

It’s easy to overthink this and think you have to write the “perfect” words to convince people to choose you. 

The truth is, there isn’t one perfect way to write an About page. There are, however, a few elements you can include that will help fulfill this page’s purpose – to build trust and authority.

Here’s a framework you can snag to make writing your About page a piece of cake.

1. Brief Bio

Tell people what you and your business are all about! This is an About page, after all!

Assuming your business is service-based, focus on the journey that led you to create your signature service. Try not to include too many details that are irrelevant to your core business here. 

What information should you include about your business? Focus on relaying the details of your story you think your ideal clients will relate to. People will be more likely to trust you if they can recognize parts of themselves within your story.

Here are a few questions to get you started with writing your business bio:

• What led you to create this business?
• What problem does your business solve for people?
• How is your business different from other players in your niche?
• What gap are you filling in the marketplace?

2. Background and Qualifications

Your bio has started to build some trust, and now it’s time to demonstrate your authority. 

With so many people starting online businesses these days, it’s important to show people why you’re qualified to help them in a particular way. 

This isn’t to say you must fill your About page with long lists of credentials. But, if you do have certain certifications or experience that makes you an authority in your niche, this is the place to mention them.

Being upfront about what qualifies you to serve people in your niche will go a long way in earning people’s trust.

3. Reasons to Choose You

If you were in your clients’ shoes, what would encourage them to choose you? What sets you apart from your competitors?

People might be shopping around for the service you provide, and they’ve likely encountered other options in their search. What pushes your business over the edge?

Maybe you’re just starting out, and you aren’t sure why someone would choose you over a competitor. That’s fine! You’re still carving out your own path and discovering gaps in the market. You can always revisit this section later down the road, after you’ve gained some experience and have received feedback from clients.

If you’re struggling to think of qualities that differentiate your business, ask your clients! We send out a Happiness Survey to every client we work with, and one of our questions asks people to reflect on why they chose us over the competition.

When you know your business’s strengths, you’re able to capitalize on them.

4. Social Proof

The bandwagon effect is real – we’re much more likely to trust businesses that other people have trusted before us.

Your About page is the perfect place to showcase the glowing reviews and praise your past clients have shared with you.

Don’t make people take your word for how amazing your business is – give them proof! Always follow up with past clients and ask them to leave a review that you can showcase on your website.

5. Call to Action

Your About page is rarely people’s final destination on your website (or at least, we hope it isn’t!). 

You’ve done a great job providing people with context about your business and offering plenty of reasons why they should trust you to serve them. Now, it’s time to invite them deeper.

Think about where you want your website visitors to end up, and provide them with easy opportunities to take the next step. Whether that means linking to your Services page or to a Contact form where they can reach out and get the conversation started, make it clear and easy to access.

How to Write an About Page That Converts

The framework above is a great starting point when you’re unsure of how to write an About page for your business. Remember to infuse your unique brand voice to help make it your own.

When you start thinking of your About page as a tool that can help increase conversions, your writing will transform. 

Rather than making it all about you, remember to keep the spotlight on your clients. Even though your About page provides details about your business, it, like every other page of your website, is ultimately about them.

You’re ready to start writing a high-converting About page! 

Need more help? Share a link to your About page in the comments section below to get feedback from me and others in the community!