What Makes A Compelling Ecommerce About Page

The “About” page is your most wasted asset. Most About pages read like LinkedIn bios or press releases. Here’s what customers are actually looking for when they click: • “Can I trust these people?” • “Do they get people like me?” • “What makes this different from other companies?” So instead of a boring timeline or a humblebrag story… Tell a belief. → What problem did you refuse to ignore? → What’s broken in your space that you’re fixing? → What do you believe that no one else in your industry is brave enough to say? That’s a story people can get behind. You don’t need to impress them. You need to resonate.

Here is a massive opportunity for your business👇. When I work with clients on their digital presence, oftentimes, we start with their website. Either they don't have one or one that is outdated and ineffective. It's like a billboard sitting in the middle of the desert. When was the last time you looked at your website statistics? Basics like how many unique visitors per month? Is it going up, down, or flat? How long do they stay on your website (bounce rate)? Are they taking the action you want them to? There is much more to it than that, but today, I want to discuss your About page. Yes, it is the page where most owners, coaches, and entrepreneurs talk about themselves without regard to the website visitor reading it. Do people want to know about you, your background, and your credibility? Of course! But because the About page is the second most visited page on a business website, you have an opportunity to "soft sell" your products or services. Instead, write content (copy) for THEM at the beginning of this page. Make it emotional, addressing their biggest pain point and how you help people like them solve it. This requires you to know your ideal client and their pain points. Then speaking (writing) in a language that resonates with them and entices them to take the next step. Rethinking the About Page: ▶ Narrative: Shift from a corporate timeline to compelling storytelling. ▶ Value Proposition: Highlight benefits, not just services/products. ▶ Human Touch: Introduce the team, humanizing the business. Credibility: Add testimonials. A 2020 study shows 87% of consumers rely on online reviews. ▶ Clear CTA: Guide visitors toward the next steps. ▶ Speak to their pain points even on the About page ▶ Have a video from the CEO to put a face to the business. Optimization Outcomes: ▶ Better engagement reduces bounce rates. ▶ Enhanced trust through transparency and connection. ▶ Boosted conversions due to visitor-centric content. There you have it! Now stop what you are doing, look at your About page, and see if it's doing what I mentioned. If not, fix it! If you don't know what to do, seek guidance from someone with the experience and know-how to take you through a digital transformation. This will be your best investment in yourself and your business in 2024.

Your ABOUT page is not all about you. It’s all about the reader. Sounds counterintuitive? Here are the most common copy mistakes and how to fix them: In 90% of the websites people focus on: ❌ Writing only about themselves and their accomplishments ❌ Writing in the 3rd voice and putting themselves on a pedestal Most of the copy is bland, boring, and feels like you’re reading a CV. It doesn’t create any connection or trust. This makes you less relatable and you distance yourself from your reader. So put yourself in the shoes of the reader. They’re scanning your About page to see what you’re all about. And understand if you are the right person to solve their problems. Take them on a journey to create emotion, build trust, and take action: 1. Start with a great value proposition → who you are, what you do, who it’s for  2. Connect with the situation your reader is going through 3. Show what's at stake if they don't solve the problem 4. Inspire them to see an expansion and their brighter future self 5. Share your story: how you overcame the challenges (and how they will too) 6. Highlight what makes your approach unique 7. Establish authority: results, testimonials, press, certifications, etc. 7. Be relatable by showing your personality, values, and hobbies 8. End with CTA: how they can work with you or contact you Remember: you’re still sharing your story… But in a more empathic, conversational, and persuasive way. It’s not about WHAT you say but HOW you say it. - P.S. Need a fresh pair of eyes on your copy? I can help you edit or re-write your LinkedIn About section and website. Send me a DM for more info. #copywriting #websites #persuasion #empathy #copy4impact

Most About pages are just that… about you. Your story. Your mission. Your team's credentials. And while that's important, it's not what visitors are really looking for. They're thinking: 👉 “Can these people help me?” 👉 “Do they get my problem?” 👉 “Can I trust them with my business?” We audited a service business recently where the About page was their second-most visited page, but also had one of the highest exit rates. Here's why: ❌ No clear value proposition ❌ No client-focused language ❌ No call-to-action So we flipped the script. We rewrote the About page to: ✅ Start with the client's pain point ✅ Explain why they matter to the business ✅ Share real results and success stories ✅ Include a CTA to book a call The difference was massive. Page exits dropped by 44%. And conversion rates went up 36% just from the About page alone. Your About page shouldn't be an online resume. It should be a trust-building, lead-generating machine. If you're not sure whether your content is doing that, we've broken it all down inside the 7 Pillars of a High-Performing Website. Inside, you'll find: ✅ Page-by-page checklists ✅ Common mistakes to avoid ✅ Copywriting tweaks that drive action 🔗 Link to download the guide is in the comments. This is your last chance to get the guide for free. Don't miss it!

A common website mistake I see with small businesses? Treating the About page like a résumé. But here’s the thing: your audience isn’t there to read a boring list of previous employment or certifications. Yes, these details can be important, but your story is more than this. On the flipside, it shouldn't be a novel featuring your complete life story, either. These days most people skim, and a long wall of text is often going to get a big "no". Then what are you to do? About pages should balance your unique brand story with trust factors your audience rely on to make a decision. Many people read the About page to answer these type of questions: 🌱 Who are you? 🌱 Why they should trust you? 🌱 Do you have the knowledge required? 🌱 Have you successfully helped others achieve similar goals? 🌱 Do your values align with theirs? When I review an About page, I look for: ✅ Clear messaging that speaks to the audience’s needs ✅ An intentional narrative that builds trust and demonstrates why you are the right choice to help them ✅ Social proof, like testimonials or credibility markers ✅ A natural next step (contact, service page, lead magnet, etc.) Your About page exists to share your story AND deepen the connection with your ideal client. Does yours?