Most business owners think their About page is where they tell their story. The problem is, that’s not why people read it. They’re trying to decide if they can trust you, if you understand their needs, and if you’re the right person to help. Your About page isn’t just a biography. It’s one of the most important trust-building pages on your website.

Your Next Client Is Looking for Reassurance, Not Your Résumé

Your About page is often the moment when a visitor decides whether to reach out or move on. They’ve already seen what you offer. Now they’re deciding if they can trust you. They want to know who you help, what makes your approach different, and whether you understand the problem they’re trying to solve. A strong About page doesn’t just tell your story. It helps your next client see themselves in it. The client is looking to see if you can help their vision become clearer without all the extra steps.

Your Story Should Support Your Client’s Story

So what should I put on my about page?

Your story is an important part of your business, but it shouldn’t end with where you’ve been. Show your clients how your experience helps you understand their challenges and guide them toward a solution. When people see that your journey gives you the knowledge and perspective to help them, your About page becomes more than a biography. It becomes a reason to trust you. If it’s all about You and your accomplishments their problem becomes lost which should always be your focus.

End With Confidence, Not Confusion

A great About page doesn’t leave visitors wondering what to do next. If someone has taken the time to learn about you, make it easy for them to keep the conversation going. Invite them to contact you, explore your services, or read more about how you can help. A clear next step removes uncertainty and gives potential clients the confidence to move forward.

Need a second set of eyes on your About page? I’d be happy to help you create copy that builds trust and connects with your ideal clients. Visit my website to learn more about my writing services or reach out with any questions. https://shawonbrownwritingbiz.com

Continue reading: Five Website Copy Mistakes That Cost You Customers
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