This simple formula will make your About Page 10x more engaging—and once you use it, you’ll never look at your website the same way again.

The truth is, your About Page isn’t actually about you. It’s about your audience. Visitors don’t want a resume, a novel-length backstory, or every detail of how you got here. They want to know one thing: can you help them?

That’s why the most engaging About Pages follow a simple, repeatable formula that balances personal connection with client-focused value. Here’s how you can do it:

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Step 1: Hook Them With a Relatable Opening

Start your About Page with a line that makes your readers feel seen. For example:

• “You’ve been dreaming about a fresh start, but your website feels like it’s holding you back.”
• “Most business owners struggle to explain what makes them different—that’s where I come in.”

This creates an instant connection and keeps people scrolling.

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Step 2: Shift the Focus to Them

Even though this is your About Page, 70% of it should focus on your audience’s struggles and desires. Show them you understand their pain points. Talk about their goals. This proves you’re not just talking about yourself—you’re speaking directly to them.

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Step 3: Share Your Story (But Keep It Relevant)

Yes, people want to know who you are. But the trick is to filter your story through the lens of how it benefits them.

• Instead of: “I started designing websites in 2015 because I love tech.”
• Try: “I started designing websites in 2015 after realizing so many entrepreneurs were losing clients because of confusing, DIY sites.”

See the difference? Your story becomes proof of why you’re the right person to help them.

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Step 4: Sprinkle in Personality

People buy from people they like. Add details that make you relatable and memorable. Mention your love for coffee, your obsession with true-crime podcasts, or your guilty-pleasure Netflix show. Just enough so they feel like they know you.

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Step 5: End With a Call-to-Action

The biggest mistake business owners make is leaving their About Page as a dead end. Instead, tell visitors what to do next:

• Book a consultation
• Browse your services
• Join your email list

Think of your About Page as a stepping stone, not a finish line.

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This simple formula will make your About Page 10x more engaging by balancing connection, credibility, and conversion. Remember: hook them in, focus on their needs, weave in your story, show some personality, and always invite them to take action.

If you do that, your About Page will stop being an overlooked section of your site—and start becoming a powerful tool for building trust and converting clients.