Focus on telling your story with your customers' problems in mind, include your 'why' for starting the business, share relevant credentials without overdoing it, and add personality so people connect with you as a human. Always end with a clear next step. People buy from people they trust—your About page is where that trust gets built.
The "People Buy From People" Approach: Your About page should build connection, not just list credentials.
Most About pages are boring resume dumps that make visitors' eyes glaze over. "I have 15 years of experience and a certification in..." Nobody cares about your credentials until they know you understand their problems.
Your About page is actually a sales page in disguise. It's where people decide if they trust you enough to work with you, buy from you, or even keep reading your content.
Start with a story that connects to your customers' problems. Don't just say you're a business coach—tell the story of how you felt overwhelmed running your own business and figured out systems that actually work. When people read your story and think "that's exactly how I feel," you've created connection.
Share your 'why' for starting your business. People connect with purpose, not just services. Maybe you started your photography business because you believe every family deserves beautiful memories. Or you became a consultant because you were tired of seeing small businesses struggle with things that have simple solutions.
Include relevant credentials, but don't lead with them. Your MBA matters less than your ability to solve problems. Share the experience that's actually relevant to your customers' needs. If you're a wedding photographer, your couples care more about your experience shooting in challenging lighting than your college degree.
Add personality and values because people buy from people they like. Share a fun fact about yourself, mention your coffee obsession, or tell a slightly embarrassing story. This makes you human instead of just another business owner.
Include social proof throughout your About page. Sprinkle in client testimonials, mention results you've achieved, or share recognition you've received. This builds credibility without bragging.
Always end with a clear next step. Don't just end with "Thanks for reading!" Tell people what to do next: book a call, download your guide, or check out your services. Enji's AI copywriter can help you craft About pages that tell your story in a way that resonates with your ideal customers.
These are the Enji tools and capabilities that best address this question.
Your About page is prime real estate for building trust and connection with potential customers. Enji's campaign templates and education can help you you craft About pages that tell your story in a way that resonates with your ideal customers while maintaining your authentic voice. Turn your About page into a trust-building machine because connection leads to customers, and customers lead to growth.
