Why the About page is Your Website’s Secret Weapon

The About page is THE most important website page for a Service Business. It’s the second most visited page on a website after the home page, and it’s vital to service-based businesses in creating the know, like and trust factor that turns a potential client from a cold lead to a warm prospect.

But as a website copywriter, I see the About page being neglected by service providers time and time again. Many service-based businesses underutilise this crucial page by adding a generic company summary that doesn’t show the person or people behind their biz. This type of content makes a business blend in with others in the same industry who have yet to differentiate themselves with a strategic About page.

The About page is the place on your website where you can drive home your service business’s unique selling points, showcase the talented people behind your biz, and show the human side of what you do as well as your why. This content is essential because people want to work with people, not faceless organisations. You may offer the exact same services as another business in your niche at the same prices, meaning the only differentiator is YOU. The About page’s job is to make you shine and stand out from the competition.

So, now that I’ve established WHY your About page matters so much, how can you harness it to its full potential?

From Blah to Brilliant: Here’s how to Elevate your About page with the Power of Copywriting

1. The About page Humanises your Brand.

The About page offers an excellent opportunity to connect with your audience on a personal level. By sharing your story, you can show that you are more than just a faceless business – you’re a person (or team of individuals) with a mission and values. This helps your audience relate to you and feel more connected to your brand. They can get a full understanding of the person they will be working with if they book your services.

Ways to communicate your human side on your About page:

• Share your business’s origin story – why you do what you do.
• Showcase your values or mission statement.
• Introduce yourself (and your team) by including staff profiles that show the people behind the brand. I always like to write a few sentences about hobbies, interests or serving the community to highlight my client’s personal side. Someone might choose to do business with you over a competitor just because you share similar interests.
• Write your content in your unique brand voice so potential clients understand who you are. For example, if your business doesn’t take itself too seriously, your copy can be cheeky or quirky to suit your personality.
• Show a behind-the-scenes glimpse of your biz – such as photos of your office dog or where all the action happens (whether at your kitchen table or a sleek office).
• Photos of you and your staff are a must. People want to see who they will be working with. Ensure the photography fits in with your brand voice and your website’s visual style (no blurry photos or formal headshots if your personal brand is all about fun).

2. The About page Helps you Establish Credibility.

The About page lets you introduce yourself and your business to potential customers. You can weave your industry experience and expertise into your story, share how long you’ve been offering your services, and showcase what makes your services different from other providers. In short, this is your chance to prove why your skills make you the right business for the job.

Ways to establish credibility on your About page:

• Break-out boxes that list your qualifications or credentials (or include them in your bio section) are a great way to show your authority in your industry.
• Have you presented at conferences, won industry awards or been featured in well-known publications? The About page is a great place to share this information to help build your ‘trust’ factor.
• Provide numbers or stats to prove your expertise. Such as how many clients you’ve helped, how many services you’ve provided, how long you have worked in the industry, or how many people subscribe to your podcast or YouTube channel. Numbers can be a powerful way to establish credibility.
• Testimonials are great to include on your About page to share what current and former clients say about you (rather than what you say about you). Social proof is essential for helping to build trust!
• Share logos of businesses you’ve worked with or organisations you’re associated with as a means of increasing your authority and credibility.

3. The About page Helps your Service Business Website Stand Out from your Competitors.

Firstly, because so few service providers correctly utilise their website’s About page, you’ll already be differentiating yourself from the competition by making copywriting tweaks to this page. This page can highlight what makes your services unique, whether it’s your approach, your experience, your framework, the results you achieve for your clients or your team’s expertise. By articulating what sets you apart, you can attract clients looking for exactly what you offer.

Ways to communicate your difference on your About page:

• Headlines are a great place to display your unique selling proposition – i.e. what makes your service better or different from your competitors.
• As stated previously in this post, if you’ve won awards, received industry accolades or have a wealth of experience in your industry, weaving this into your About page copy is another way to differentiate yourself.
• The About page is an excellent place to include a case study or two highlighting how you helped a business in the same niche as your potential client. All the better if the case study features direct quotes from the clients you worked with about how your services helped them overcome a problem in their business and achieve their goals.
• The most important tip to remember about copywriting the About page is that it’s not about YOU; it’s about your ideal client. Therefore, when you showcase your difference from your competitors, do so in a way that resonates with your ideal client. Address their pain points, pleasure points and challenges and how your services and the unique way you provide them offer the ideal solution.

4. The About Page Can Drive Conversions.

The About page can be a powerful tool for driving conversions. A potential client may have checked out your home page or services page and be teetering on the verge of deciding whether to contact you, buy your course, book a discovery call, etc. Then they decide they want to know more about you before making a decision. It could be the personal side you’ve shown on your About page, the credibility you’ve provided, or the fun facts you included that they relate to that seals the deal and gets you a conversion.

Ways to convert on your About page:

• Always include a call-to-action so potential clients know the next step – whether clicking a button to your contact page to fill out a form or booking a call. Make sure they know what to do next.
• A prospect may not be 100% ready to work with you yet and are still in the consideration stage. The About page is a good place to include a downloadable asset, such as a free cheat sheet or a link to a free webinar that highlights your expertise and leads your prospect further down your marketing funnel.
• Provide links to where else to find you online, such as your LinkedIn, Instagram, Facebook, TikTok, podcast episode you’ve been featured on or YouTube channel. Someone may want to follow you for a little bit to learn more before committing to a paid service.
• As a website copywriter, I have to mention SEO. The About page is often one of the top pages on your website that appears in a Google search. It may also be the first page someone clicks to enter your site. So, it’s important that the About page can stand alone and give an overview of who you are, your services, and the results you deliver. It’s also a page rich in keyword possibilities and is essential as part of your website’s SEO strategy.

Are you Convinced that your About page is your Service Business website’s secret weapon?

There you have it. Hopefully, I’ve proven that The About page is much more than a bland corporate blurb on a page; it’s a multifaceted tool that can significantly increase your business’s success. By crafting this page with care and strategic insight, service-based businesses can create stronger connections, build trust, and set the stage for long-lasting client relationships.

Did I mention that I’m a website copywriter who LOVES copywriting About pages? I offer an About page copywriting service that gets to the core of your business, attracts and resonates with your ideal clients and sets you apart from the competition. See my website copywriting page for more details, or contact me to request more information. If your About page needs a rewrite and refresh, I’m happy to help.