How to Write an About Page that Grows Your Business

Writing a good About Page is the hardest piece of website copy. Yet, it's one of the most read pages on your site and presents a tremendous opportunity to drive new business your way.

Many of us are held back by the About Pages of yesteryear and Blogger–the ones full of adoration for partners and children, coupled with quips of about our favorite TV shows and hobbies.

Today's About Pages are really another sales page. The secret to a stellar About Page is to flip thinking on it's head and stop writing about you and your business.

The About Page is Actually Not About You

The key to writing an About Page is finding balance between revealing the soul of your business and maintaining a focus on your prospective client.

  • A good About Page shares and convinces
  • A winning About Page connects and resonates
  • A stellar About Page inspires inquiry and action

To make it to "stellar" About Page status, your copy needs to answer these five questions:

Who is Your Favorite Client?

Begin your About Page by saying a huge hello to your ideal client by identifying who you work with. For example:

  • I'm Arlene and I work with fee-only financial planners
  • I'm Jason and I help recently-graduated dentists build their practice
  • I'm Kelly and I work with passionate service-based professionals

Calling out your ideal client qualifies leads that come your way and helps readers know they are in the right place.

Need help with the exact wording? - download the free guide

What Are Her Pressing Problems?

After you let your reader know she is in the right place, tell her that you truly get her. Take a paragraph or two to talk about the problems and challenges she faces.

Like any good sales page you're gently poking at the problem with the intent to maker her feel a bit bothered. Check out this example from Tors Gratham:

You’re handling everything, running the show. You're a mover. Maybe even a shaker. But editing just takes up too much time.
Clean the audio, slice and dice the footage, mix the music. The list goes on and on. That one time you sat down to try, seven hours disappeared without you noticing.
And you've got better things to do than watch all the tutorials on story structure, tips and tricks, and all the editing software you've downloaded to your computer (and still not feeling like you did it right). -- {Tors Grantham}

See what she does there? She's reminding her ideal client of all the work that goes into learning something new and takes her away from her zone of genius. She pokes at the pain just a bit and sets up the next step.

What's the Solution?

Since you're in the business of helping people, you'll prick the pain point and then move swiftly into the solution. How can your ideal client relieve the irritation or difficulties she faces?

{Heather Crabtree} does a great job answering this step. She shares the solution but doesn't give away the process.

I believe that you don’t have to be consumed by your company to be successful. You don’t have to stop caring for yourself. You don’t need to spend less time with your family. You don’t even need to do it all alone…in fact, you shouldn’t. You can run your business in a way that empowers you and others, and you can feel supported as you make it happen.

In this example, a stressed out entrepreneur is starting to nod her head and say, "The solution is getting my life back, having control again and getting help to keep everything going."

Why are You the Person to Hire

With a solution in sight but still out of reach, your ideal client is ready to say yes to achieving her goal. This is where you enter as the person to deliver. Share the answer with these two steps:

  1. What services do you offer to solve her problem
  2. What qualifications make you the best fit for your ideal client

Avoid lengthy paragraphs about your resume (link to a CV if your field calls for specific certifications, etc.) and focus on values you both share. Building on this common ground establishes trust.

How Does Your Client Look and Feel When You're Done?

The final piece to the About Page is to give your client a little glimpse in the mirror. But instead of her current self - reveal her future self and let her see the benefits of working with you. Like this:

Imagine reviving your business with smart strategies–the ones used by the world's leading organizations. Together we'll capture your success and grow your business with little or no budget.

And of course, after an exciting look at what could happen, invite your prospect to take a first step with a compelling {Call to Action}



4 Ways Movie Trailers Can Inspire a Better Lead Magnet

Part One of a 4-Part Series on Working Websites: Building a Site that Grows Your Business. {Click Here to read the rest.}

Get 4 tips on how to create lead magnets that will attract the right customer and grow your business...from

In a world where service professionals want more from their website than a pretty portfolio, one feature tirelessly serves up warm leads. Meet...

The Lead Magnet

Standing in the shadow of the ever popular SEO, Lead Magnet quietly delivers fresh new contacts, warm leads and happy prospects to entrepreneurs everywhere. 


Lead Magnet…coming to a website near you.

Nothing beats a great movie trailer (if anyone wants the the rights to Lead Magnet, I’m sure it will be a huge hit). A good trailer creates hype, excitement, and gets movie audiences to go buy tickets.
Done poorly, the trailer can misrepresent the entire film, miss reaching the right audience and even cause a box office disaster.
Let’s look at the ways you can use your Lead Magnet (also know as an opt-in freebie) to generate buzz about your business and pull in warm prospects to your service-based business.

LEAD MAGNET TIP #1: A Title That Sticks

The highest grossing movies of all time all have titles that really stick. They are easy to remember and straight to the point — Avatar, Star Wars, Jurassic World, Avengers, etc.
You should spend a lot of time on your lead magnet title or headline. It won’t be as short as a movie title, but it better grab your ideal client’s attention. Best way to do that? Target a pain point. Call out her biggest problem and you’ll grab some interest. (Get some detailed headline help.)

LEAD MAGNET TIP #2: Follow Up with a Intriguing Tagline

Quick! Can you name these movies by the tagline? (The answers are at the bottom of the post)

  • Houston, we have a problem.
  • Just when you though it was safe to go back in the water.
  • Who ya gonna call?
  • The list is life.

Once your title grabs interest, your tagline should seal the deal. Movies need to create curiosity or suspense; your Lead Magnet needs to make a genuine promise. What problem does your lead magnet solve? Tell your prospect in the tagline.

LEAD MAGNET TIP #3 Deliver Just Enough

Ever seen a trailer that told the whole plot? Don’t be that movie.
Provide actionable information but don’t overwhelm. Remember - your lead magnet is the trailer, not the whole movie. They'll get the whole show when they work with you. Give enough to prove you know your stuff, can solve a small problem, and build desire to work with you more.

LEAD MAGNET TIP #4 Build Franchise Opportunities

If we return to the list of highest grossing movies, it’s astounding how many are part of a huge franchise--Star Wars, Avengers, Pirates of the Caribbean, Harry Potter. In fact, in the top 20, only 3 movies (Avatar, Titanic and Frozen) stand alone.
We all love a continuation of a familiar story. If your lead magnet really delivers, your prospect is primed for more. Closing out your lead magnet with a call to action invites her to take another step closer to becoming your client. You can:

  • Offer a free consultation
  • Sign up for a webinar
  • Up sell to a small paid product
  • Ask for feedback on the lead magnet
  • Link to social media
  • Link to you most popular blog posts


I’ve created a guide for developing a box office smash of a lead magnet — download it here — and in 90-minutes you can go from concept to finished download. That’s faster than you can watch any of those Hollywood hits, and it’s way better for your business.  

P.S. Tune in next week for Working Websites Part 2: Headline Mastery

Tagline Answers: Apollo 13, Jaws 2, Ghostbusters, Schindler’s List



The Quickest, Most Authentic Way to New Clients

Part 4 of the Rock Your Message series originally sent to Moxie Tonic subscribers.


Some of you know that my family and I moved an hour down the road. New town. New climate. New adventures. New friends....coming soon, anyway!

We don't move all that often, but my go-to method for making friends is to find a gym and a church. Why? I know I'll automatically find people that share common interests and common values. It's a lot easier to make friends if I don't have to search through a bunch of people that will never click.

Connecting with your ideal clients is just like finding new friends. If you start with people who share your common interests and values it'll be a snap! You won't waste time and money trying to convince people to value what you do before they hire you. 

Starting with common values saves a step!

Social media and blogging are perfect for introducing shared values and interests. You get to let your hair down and be you. Being yourself attracts people who like and appreciate similar things. 

As you draw your people closer to you and your business (by giving them an option to join your email newsletter) you'll find more and more ideal clients ready to hire you! do you pick what to talk about?

The key is to find two types of values:

1) Shared Values - the values and interests that you have in common with your ideal client.

2) Complementary Values - your client's values that they can't reach without your skills.

Including both kinds of values in your social media and blogging efforts will really boost the engagement of your audience and ease the transition from follower/reader to paying client.

Just like in previous weeks, I've made a worksheet that will help you identify your values.

And you may have noticed, not only will this help you connect with your clients - it gives you a list of content ideas!

Have fun.



P.S. Next week I'm announcing the launch of a 5-day challenge to help clarify and boost your message. Can't wait!!!