Here’s what happens.  Someone visits your website, likes what you offer and is considering getting in touch, but before they do, they want to know who you are, whether they can trust you and what makes you the right person for the job.

This is where your About page can turn a curious visitor into a customer.

Instead of simply listing your qualifications, years in business or a bit of company history, use this page to help potential customers get to know you.

Explain why you do what you do, what you believe in and why working with you would be a great experience.

Don’t be afraid to show some personality. A little humour, an interesting backstory or a personal detail can make you and your business feel more approachable and memorable.

The trick is, don’t make the whole page about you.

Connect your story to theirs.  Because your experience, your values and your approach should help visitors understand why choosing you could be the right decision for them.

Take a look at your website’s About page right now, and if it consists of two sentences, a formal headshot and a few lines about how long you’ve been in business, it might be time to give it a little love.

While your Services page tells people what you do, your About page helps them decide whether they want you to do it.

A few tweaks to your About page might just make the difference to someone simply browsing your website or becoming your next happy customer.