Most “About” pages are about as interesting as a bowl of plain oatmeal.
Why?
Because they’re focused on the wrong person.
Your “About” page shouldn’t be about you.
It should be about your customer.
If your “About” page is a Greatest Hits album of your accomplishments, you’re doing it wrong. Your customers don’t care about your journey—they care about their own. Your job is to show them how you help them win.
Make your “About” page about them. Show how you’re the guide they need to succeed, and why choosing you is the best decision they’ll make—you’re the business who helps them win.
Today’s Step Forward
- Start with Their Struggle: Forget “We were founded in 2010.” Open with something that makes your customer nod and think, That’s me.
- Like… Feeling like marketing is a black hole sucking up your time and money?
- Position Yourself as the Solution: Make it clear that you’re the expert who helps them get where they want to go.
- Like… We help small business owners stop spinning their wheels and start seeing results—without adding more to their plate.
- Show the Transformation: Paint a clear picture of how you’ll make their life better.
- Like… You’ll go from fumbling in the dark to knowing exactly what to say, how to say it, and seeing real results without the stress.
- End with a Next Step: Don’t make them guess what to do next. Spell it out.
- Like… Click here to schedule a free consult and let’s fix your leaky marketing.
Today’s Step Forward
Here’s your assignment for today: go read your “About” page. Does it sound like you’re talking about yourself—or your customer? If it’s the former, time for a rewrite.
Oh, and before you go: what’s your biggest challenge in marketing or business right now?
One of my clients told me their real struggle wasn’t with customers—it was with retaining employees. Turns out, the problem wasn’t hiring; it was that their team didn’t feel connected to the brand’s bigger mission.
What about you? Hit reply and let me know. I read every email.
Onward and upward.
