How to Write an About Page That Converts Visitors Into Clients

Most About pages make the same mistake: they talk about the business instead of the client. Your About page is not a resume. It’s a sales tool dressed up as a personal introduction.

Why Your About Page Matters

The About page is often the second or third most visited page on a business website. When a potential client is deciding whether to hire you, they want to know who they’re trusting. They’re looking for a signal that you understand their problem and can be trusted to deliver.

The Mistake Most About Pages Make

“I founded this company in 2019 with a vision to deliver excellence.” Nobody cares. The most common mistake is writing an About page that’s entirely self-focused — a list of credentials, a company timeline, or a formal bio that reads like a LinkedIn profile.

How to Write an About Page That Actually Works

Start with the client’s problem. Open by naming the frustration your ideal client feels — the one that leads them to look for someone like you. This immediately signals that you understand them.

Then introduce yourself in relation to that problem. Include your credentials — but humanize them. A degree, years of experience, certifications build credibility. But pair them with something personal and genuine that helps the reader connect with you as a person.

End with a clear call to action. Your About page should not be a dead end. Guide visitors toward the next step — viewing your services, reading your portfolio, or booking a call.

A Formula That Works

Open with empathy. Follow with your story. Back it up with credibility. Close with a clear next step.

If your current About page is mostly about you rather than your client — or if it doesn’t end with a call to action — it’s worth revisiting. At IG Web Development, we help our clients craft copy that converts as well as it reads. Reach out to start the conversation.