I see this pattern constantly with the consultants and service providers I work with.
They spend weeks perfecting their homepage, agonising over every word on their services page, and then when it comes to the About page they write a quick biography and leave it at that.
This also used to be my approach 😬
The problem is that your About page is where people go to decide if they want to work with you specifically.
They already know what you do by the time they click through to it. Now they want to know who you are and whether you understand their situation.
When I recently redesigned my own website, I treated the About page as one of the most important pages to get right. Not because I wanted to talk about myself, but because I knew this was my chance to connect with the exact people I want to work with.
In this post I want to walk you through what I changed on my own About page and why each decision matters if you want yours to actually convert visitors into enquiries.
I’m Amy, a brand and website designer who works specifically with B2B consultants and service providers.
If you are curious whether your own About page is working as hard as it should be, you can book a Brand and Website Audit where you get my feedback on your brand & website.
Why your about page deserves more attention than your homepage
Most business owners I work with treat their homepage like the centrepiece of their website because it feels like the obvious priority.
But it’s also really important not to forget about your about page and the connection that can be made there if it’s done right.
By the time someone clicks into your About page, they already have a general sense of what you offer.
What they want now is something different. They want to figure out if you are the right person to help them specifically.
Your homepage answers the question of what you do. Your About page answers the question of why you and not someone else.
That distinction matters because most About pages fail to answer this second question at all. They list qualifications, share a timeline of career milestones, maybe include a photo and a few personal facts to seem relatable.
This doesn’t necessarily help your dream client see themselves in your story or understand why you are uniquely positioned to solve their problem.
Keeping this approach in mind, I now have an About page doing real work for my business.
The flat messaging problem and how to speak directly to your dream clients
The most common issue I see on About pages is messaging that could belong to almost anyone in the same industry.
Generic statements about being passionate, dedicated, or committed to quality fill the page without actually telling your dream client anything specific about why you are the right fit for them.
This happens because most people write their About page from the inside out. They start with what they want to say about themselves rather than what their ideal client needs to hear.
When I rewrote my own About page copy, I flipped this completely. I started by asking myself what my dream clients are actually struggling with when they land on my site.
For most of them, the answer was that they had outgrown their current brand and website but felt overwhelmed by the idea of starting over.
They needed someone who understood their situation and could guide them through the process without adding more stress to their plate.
So instead of leading with my qualifications or how long I have been designing, I led with that understanding.
Here is how to approach this on your own About page:
- Identify the specific frustration or desire your dream client has when they arrive
- Open with language that reflects that frustration back to them
- Position yourself as someone who has already helped people in similar situations
- Save the biographical details for later in the page after you have established connection
The goal is not to eliminate information about yourself. It is to earn the right to share it by first showing your reader that you understand where they are coming from.
Showing your work without expecting visitors to go through your case studies
One of the biggest improvements I made to my About page was adding snippets of my actual work directly on the page itself.
I wanted to make sure that a website visitor would get a sense of my style once they landed on my About page, just in case they didn’t connect with me and they didn’t move on to the portfolio page itself at least they will have got a sense of the kind of work I do.
Here is why this matters for consultants and service providers:
- Your About page often acts as a decision point where someone either takes the next step or moves on
- Showing snippets of your case studies reinforces your credibility at the exact moment they are evaluating you
- Visitors can quickly determine whether your style matches what they are looking for
- It reduces the friction between reading about you and seeing proof of what you do
This approach tells my story while also proving that I can deliver on what I am describing.
The result is a visitor who feels both connected and confident, which is exactly the combination that leads to enquiries.
Reframing your story so it connects instead of reading like a CV
When I rewrote my own story section, I stopped thinking about it as a biography and started thinking about it as a bridge.
The question I asked myself was simple: what parts of my experience actually matter to the consultant or service provider sitting on the other side of the screen?
Instead of opening with when I started designing or where I studied, I focused on the patterns I have observed across years of working with clients who outgrew their original brand.
I talked about the frustration of having expertise that your online presence fails to reflect because this is something my dream clients feel every time they look at their own website.
Here is how to reframe your own story so it makes a connection:
- Lead with an observation or experience your dream client will immediately recognise in their own situation
- Share your background through the lens of how it shaped your understanding of their specific challenges
- Group your experience around what matters most to the people you want to attract
- End your story section by circling back to how all of this positions you to help them specifically
You are still sharing your credentials and your journey, but now every piece of information serves the reader rather than just your CV turned into paragraphs of text.
Frequently Asked Questions
Your About page questions answered:
Does improving my About page really make a difference if I already have a strong homepage?
A strong homepage shows what you can do, but your About page is where potential clients decide if they want to work with you specifically.
Even with excellent work samples elsewhere on your site, many visitors will still judge whether you understand their situation based on how you present yourself and your story.
When both elements work together, you build both trust and confidence at the same time.
Should I rewrite my About page if I recently updated my services or niche?
If your services or target audience have changed, your About page likely needs to reflect that because the messaging that connected with your previous clients may not resonate with the people you want to attract now.
You do not necessarily need to start from scratch, but you should revisit how you frame your story and experience to make sure it speaks directly to where your business is today.
Even small adjustments to the opening lines and how you describe your background can make a significant difference in whether your dream clients see themselves in what you have written.
Where to go from here
If you have made it this far, you probably recognise some of what I have described in your own About page.
Maybe the messaging feels flat, or the design does not quite match the level of work you actually deliver or the whole page reads more like a CV than something your dream clients would connect with.
Your About page is one of the most visited pages on your website, which means small improvements can have a real impact on whether visitors take the next step or quietly move on to someone else.
If you want to understand branding at a deeper level and see how it helps businesses move from overlooked to in demand, my free Wow-Factor Masterclass walks through exactly that.
Your online presence should reflect the expertise you have already built rather than holding it back.
If you want to see what changes I made on my homepage, check out the previous video in the series here.
