The Secret To Better Conversions On Your About Page

Do You Need Better Conversions On Your About Page?



As an online business owner, do you REALLY think that your About page is all about you?



The cold hard truth is that “It’s not all about you”!

In today’s post I share with you the most common mistakes that are made on About pages and what you need to do to fix them, as well as what your About page needs for better optimization from copywriter Razwana Wahid, (founder of Relentless Movement.)





Mistake #1-Not explaining the purpose of the business on your About page

  • How to fix: Read your About page and notice all the statements that start with I or We.
  • Rewrite these so the focus is on your visitors and what’s in it for them.

Mistake #2-Making your About page long-winded and hard to read

  • Most visitors take 4 seconds to decide if your website is worth reading.
  • If your About page has blocks of paragraphs that read more like a novel than a website, you’ll lose them instantly no matter how interesting the content.
  • How to fix: Review your About page and break it up by using bullet points, subheads, and shorter sentences.

Mistake #3-Not having a CTA (call-to-action) on your About page

  • You need to inform your visitor about your business and its benefits, but without giving them an idea of what to do next  you’re just encouraging them to click aimlessly around your site.
  • How to fix: What do you want a visitor to do once they’ve read your About page?
  • Sign-up to your email list?
  • Get in touch to hire you?
  • Connect on social media?
  • Direct them to this by adding a link to whatever action you want them to take.

Mistake #4-A missed opportunity

  • About pages are the perfect opportunity to use images or video to give your brand more personality.
  • People connect with people, so use videos and images to introduce yourself.
  • How to fix: Consider how this could be brought to life through images, videos, or other media.


Here’s the bottom line on how you can optimize your About page for better conversions……..


“Every visitor to your site will have specific questions they want your site to answer. The perfect opportunity to answer these questions is on your About page”……..says Razwana




The key to ensuring these questions are answered is to structure the page in a specific order so Razwana recommends on which questions to answer and in what order:

1.  What’s this website about?

  • This is the section that outlines what your business does.

2 . What’s the benefit for me to be here?

  • Any visitor to your site will stay on your site if your content addresses what’s in it for them to be reading.
  • So let them know they’re in the right place.

3 . Who are you?

  • This is when you can start giving details about yourself.
  • Because you’re keeping your audience in mind, remember to give an example of a result your clients have achieved after working with you.

4. Why should I trust you?

  • This is when your experience, qualifications and skills become important.
  • The more examples you can give of why you’re trustworthy, the more likely the audience is to want to work with you.

5. What should I do now?

  • This is the Call to Action on the page.
  • Give the audience one action to take.
  • Make the CTA clear to the audience by telling them to:
  • Add their email address.
  • Click here to work with you.
  • Adding a link to another page you want to direct them to.


So now you know how you can take advantage of this prime piece of website real estate to encourage your audience to connect with you and engage in your business.


If you enjoyed this post and found TONS OF VALUE, please take a moment and share…Thank you 🙂


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(P.S.  Want to know how to sell your services online using the power of your words? Download Rozwana’s free digital guide here.)


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0 Replies to “The Secret To Better Conversions On Your About Page”

  1. Great advice Joan, I spent some time re-doing my about page a couple of months ago to make it more productive in my business. I think it is also good to tell a story about your business rather than just listing what you do and how you do it. I spent some time with mine telling why I do what I do. 🙂

  2. This is so good, Joan! Thank you for this. I have been working on clearing up information overload on my sites to make them more attractive and useful to my visitors and these tips are just what the webmaster ordered. Kudos!

    1. Thank you Niquenya! Glad you found my post valuable and simple 🙂 So many things we can do to make our About page stand out and implementing these tips are a definate way to do just that 😉

  3. Excellent post Joan – that about page can be a great tool or a total dud. That call to action also makes all the difference in the world: letting your prospective clients know what their next step should be to work with you. I actually just reviewed my own about page earlier this week and realized I’ve got to change it up. Thanks for the nudge!

  4. Based on this article (which is great), sounds like I should consider rewriting my “about” page on my site. My understanding is the about page is exactly that. As a writer, I’ve been told to talk about who I am, why I do what I do and then to have lots of pages for people who land on my site to engage in, which is also what I did. My site wasn’t specifically designed as a “business” site, but as an author site. Definitely will consider all this when we do a revision or even another site which will be more specifically for working with me, as opposed to introducing people to my writing and art. Great article, as always, Joan! Thanks…

    1. Thank you Beverley! Always appreciate your awesome feedback my friend 🙂 So many who are online, with whatever they are doing get the About page wrong……(me included)… is NOT about you…….which I have , like you, been taught ,to share things about me, but that is NOT the case…..evidently 🙂 I always try to share great info that anyone can implement easily to have the most success 🙂

      Nice to see you here 😉
      Big Hugs,

  5. Great blog Joan! 5 questions that you listed at the end are great questions. I’m thinking to re-do my about page, so I will take your advice. Thank you for sharing!

  6. Thank you for mentioning the long-winded first pages. I have never understood this concept because I know that I may scroll through it but I’m looking for the call-to-action and I don’t tend to read much of it.

  7. Hi Joan,
    About 3 months after our website was up and running one of our colleagues recommended we emphasize how clients will feel after meeting with us. A minor tweak made a huge difference.

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