How You Can Craft an Excellent ‘About’ Page To Win Dream Projects

Your website and social media profiles have an ‘About’ page or section. But the secret is those pages aren’t really about you. Use them strategically to show your value, build trust, and connect with potential clients. 

Go light on personal details, degrees, and awards. A brief mention of your experience and services is enough.  

Now, step into your future clients’ shoes. Do they really care where you studied? (I went to Drexel.) Or that you worked for a high-tech giant? (I worked for Intel.) Probably not. Unless they share a similar background, those details only matter if they create a genuine connection. 

Include key credentials to build trust and credibility, but keep the focus on your clients. They care less about your backstory and more about how your expertise solves their problems and makes their lives easier.  

Your ‘About’ page should spotlight your clients and how you can help them transform their lives and their built environments.

4 items to include in your ‘About’ page

1. Share your story

Everyone loves a good story. Stories are memorable and help create a genuine connection. Write yours briefly, but with emotion and energy.

Share the WHY behind your business, not every detail of your origin story, but what inspired you to become a designer.   

I’m Generation X, raised when women were often expected to stay in the kitchen or work as secretaries. I studied computer programming and architecture, both male-dominated fields, and built a career in the tech industry.  

That’s why I’m passionate about helping female architects and interior designers gain visibility and win their dream projects. I highlight my clients’ superpowers and showcase their design brilliance. 

Show how your story guides and empowers your client to trust your creative process to bring their vision to life.

Paraphrasing Simon Sinek, “Inspire action by starting with why.”  Your origin story inspires your prospects to hire you.

2. Incorporate your mission and values

Add your mission, vision, and core values to help clients understand what you stand for and whether they align with your principles. But don't just list them, show how these principles guide your business and benefit your clients.

Do you believe in sustainability? Share how you focus on using non-toxic materials and eco-conscious design solutions that protect both people and the planet.

Use words your clients relate to so they feel understood and develop a stronger connection to your brand.

My 'About' section shows you'll have a magical, creative, and friendly experience when you hire me. I'm strongly committed to integrity and authenticity, and I love collaboration.

Since I have a degree in architecture, I understand the effort that goes into creating beautiful designs. That inspires me to help you stand out from the crowd, attract your dream clients, and showcase why your talents are unique.

Review your mission, vision, and core values in your current 'About' section and ensure they're written in a relatable way for your audience.

3. Include customer testimonials

You choose restaurants and purchase products based on others' recommendations. 'Social proof' is a powerful marketing tool that influences purchasing decisions, and your 'About' page needs it.

You might want a separate testimonials page on your website, but it's smarter to strategically place glowing reviews throughout your 'About' section and other key pages. When potential clients browse your site, they want to see how you've helped others and whether you can solve their unique challenges. 

They're asking, "Will this work for someone like me?"

In my LinkedIn 'About' section, I include this testimonial: "Annette, these emails are fantastic. I'm so impressed with how you take my ramblings and turn them into a cohesive, strong email. I got 4 new clients! I love it! Thank you!"

If you're looking for someone to help you gain visibility and attract qualified leads, that's instant credibility.

By incorporating testimonials into your 'About' page and social media profiles, future clients don't have to hunt around to discover what past clients have said about working with you.

4. Add a Call-to-Action (CTA)

Once your potential clients have read your About section, you want them to take the next step. End with a clear call to action (CTA), whether that’s signing up for your newsletter, viewing your services, or contacting you for more information. A strong CTA guides your potential clients on what to do next and increases the chances they’ll actually reach out.

When deciding on your CTA, think about their experience. What’s the next logical action you want them to take?

In my About section on LinkedIn, I show future clients exactly how to get started. They can schedule a FREE 30-minute discovery call, email me at annette@writewizards.com, or send me a WhatsApp message at +972 54 788 6190.

Make it easy for prospects to contact you without clicking all over your website or digging through your entire social profile.

Did you pass the “So What” test?

As you write copy for your potential clients, check if it passes the "So What" test. This simple filter helps you determine whether you're writing about yourself without considering what actually matters to your clients. The best way to illustrate this is with examples.​

I graduated with degrees in computer science and architecture. You're probably thinking, "So what? How will that help me solve my problems?"

It doesn't, and it won't convince you to hire me.

Instead, I can write:

With a degree in architecture, I specialize in writing for female architects, interior designers, and women in the building industry. By speaking your language, I can convey the importance of your designs to your clients in a way that resonates and inspires action.

Or, as a female entrepreneur, I can write:

I know how complicated and super busy running your business can be. Instead of feeling overwhelmed, stressed about content ideas, and spending hours creating marketing material, you can free up your time to transform your clients' spaces or finally enjoy a guilt-free afternoon doing something you love.

As you craft your About section (and any marketing copy you write), make sure it passes the "So What" test by showing your prospects what's in it for them.

Your ‘About’ page is about your future clients

 

Your 'About' section is a great opportunity to build trust and create a genuine connection with your audience. Focus on how you can improve your clients' lives and living spaces, not on listing every detail about yourself. Highlight how your experience and qualifications make you the perfect fit for designing their dreams.​

Craft your 'About' section carefully to ensure it authentically represents your brand's identity and values. Share your origin story to create a connection and inspire your ideal clients to choose you. Weave in testimonials throughout to provide social proof that you deliver the transformative results your prospects are seeking.​

It's time to slip into your clients' shoes, whether they're red high heels, funky sneakers, or beach flip-flops, and write your 'About' section to be less about you and more about their dreams, their challenges, and their desires.

If you want to add magic to your About section so you attract your dream clients, let's have a FREE 30-minute discovery call.