Your About Page Is Bleeding Money (And You Don’t Even Know It)
Here’s the uncomfortable truth most entrepreneurs don’t want to hear:
Your About page that converts is one of your most visited pages—and it’s doing absolutely nothing for your business.
People land there expecting to connect with you. To understand why they should care. To see if you’re the real deal or just another guru wannabe.
Instead, they get a boring resume.
A timeline of credentials nobody asked for.
A wall of text about “your passion” and “your journey” that sounds exactly like every other coach, consultant, and course creator on the internet.
And then they leave.
No opt-in. No sale. No relationship.
I know because I made this exact mistake for years. My About page was 2,000 words of “me, me, me”—and it converted like a wet paper bag.
Then I discovered the conversion-focused about page framework that changed everything.
My email list started growing from that page alone. Sales came through. People reached out saying, “I read your About page and I need to work with you.”
Not because I’m special. Because I finally understood what an about page that converts actually does.
What Makes an About Page Actually Convert (It’s Not What You Think)
Creating an about page that converts is essential for building trust and encouraging conversions.
Most people treat their About page like a biography.
That’s the kiss of death.
An about page that converts isn’t about you. It’s about your visitor and what you can do for them.
Here’s the framework for a high-converting about page:
Hook with their problem — Start with the exact pain point they’re experiencing right now
Share your transformation — Show them you’ve been where they are (credibility through relatability)
Reveal your method — Tease the unique approach or system you’ve developed
Prove it works — Social proof, results, testimonials (evidence beats promises)
Clear call-to-action — Tell them exactly what to do next (opt-in, book a call, buy)
This isn’t theory. This is the exact about page formula I’ve used to build multiple 7-figure businesses and help thousands of clients do the same.
Want to see this framework in action? Check out how to build brand authority through strategic content—it’s the foundation for everything that converts.
Why Most About Pages Fail (And Yours Probably Does Too)
Let me guess what’s on your About page right now:
❌ A chronological history starting with where you were born
❌ A list of certifications and degrees nobody cares about
❌ Vague statements like “I’m passionate about helping people”
❌ Zero mention of results you’ve gotten for clients
❌ No clear next step for the reader to take
Sound familiar?
Here’s why that doesn’t work: Your visitor doesn’t care about your story. They care about their problem.
They want to know:
Can you help me? (Do you understand my specific situation?)
Have you done this before? (Do you have proof it works?)
What happens next? (What’s the exact next step to work with you?)
An about page that converts answers these three questions in the first 500 words.
Everything else is noise.
The Conversion-Focused About Page Formula (Step by Step)
Section 1: The Pattern Interrupt Hook (First 100 Words)
Start with a bold statement that stops the scroll.
Bad example: “Hi, I’m Sarah and I’ve been a life coach for 10 years…”
Good example: “I built a $500K coaching business with zero paid ads—and the secret was hiding in plain sight on my About page.”
Lead with intrigue, conflict, or a result that makes them think “wait, what?”
This is where you earn the right to their attention.
Section 2: Their Struggle = Your Credibility (200-300 Words)
This is where you show them you get it.
Talk about their specific frustrations:
“You’re creating content, building your list, doing all the ‘right’ things—but your About page feels like an afterthought. You threw it together because you had to, not because you knew how to make it convert.”
Then transition into YOUR version of that struggle:
“I was the same way. I had testimonials. I had results. But my About page read like a LinkedIn profile—and it was invisible to Google, useless for conversions, and boring as hell.”
You’re building the bridge: I was you, now I’m where you want to be.
Section 3: The Transformation & Your Unique Method (300-400 Words)
Here’s where you reveal what changed for you—and what makes your approach different.
This is NOT where you list your resume.
Instead, tell the story of the breakthrough moment:
“Everything shifted when I realized my About page wasn’t competing with other About pages—it was competing with sales pages, landing pages, and every other piece of content fighting for attention.”
Then introduce your method or framework:
“That’s when I developed the Conversion-Focused About Page Framework—a system that turns your story into a lead generation and sales machine.”
This is where you can naturally link to supporting content like The Lazy Blogger Method or SEO strategies that drive real traffic.
Section 4: Proof That It Works (200-300 Words)
Now you back up everything with evidence.
This is where you include:
Specific results — “This framework helped me generate 10,384 new email subscribers in 90 days”
Client wins — “My client Jennifer used this exact system and booked $47K in sales from her About page alone”
Social proof — Screenshots, testimonials, case studies
Media mentions — If you’ve been featured anywhere, this is where it goes
The key is specificity. Vague claims like “helped hundreds of people” mean nothing. Numbers, names, and screenshots create belief.
Want proof this approach works? See the 7-day traffic explosion case study that shows exactly how strategic content converts.
Section 5: The Irresistible Call-to-Action (100-150 Words)
This is where most About pages completely drop the ball.
They just… end.
No CTA. No next step. No way to deepen the relationship.
Your about page that converts needs a clear, compelling offer:
Option A: Lead Magnet
“Want the exact About Page Template I use? Download the free Conversion-Focused About Page Blueprint—it includes the complete framework, fill-in-the-blank templates, and real examples.”
Option B: Application/Discovery Call
“Ready to transform your entire content strategy? Book a free 30-minute strategy call and I’ll show you exactly what’s holding you back.”
Option C: Signature Offer
“If you’re serious about building a content empire that actually makes money, check out The Complete Content Domination System—everything you need to go from overlooked to overbooked.”
One CTA. One clear action. Make it impossible to miss.
How to Make Your About Page SEO-Friendly (Without Sounding Like a Robot)
Here’s what most people get wrong about SEO on About pages:
They either ignore it completely or stuff it with awkward keywords that kill the conversational flow.
The solution? Strategic keyword integration.
Your about page that converts should naturally include:
Primary keyword in the H1 title (About Page That Converts)
Variations in subheadings (conversion-focused about page, high-converting about page)
Related terms throughout the copy (about page formula, about page template, about page examples)
Internal links to your best-performing content (authority signal for Google)
External links to credible sources when relevant (trust signal)
But here’s the critical part: it has to sound human.
Write for your reader first, optimize for Google second. If you’re choosing between a perfectly natural sentence and a keyword-stuffed Frankenstein, go natural every single time.
For a deep dive into creating SEO content that actually converts, check out how to 10x your SEO content output.
Real About Page Examples That Convert (What to Model)
Let’s look at what works in the wild.
Example 1: The Problem-First About Page
Starts with: “You’re tired of creating content that gets ignored…”
Works because: Immediately addresses reader’s pain point
Example 2: The Results-First About Page
Starts with: “I went from 200 to 50,000 email subscribers in 18 months—here’s exactly how…”
Works because: Leads with proof and intrigue
Example 3: The Contrarian About Page
Starts with: “Everything you’ve been told about building an audience is wrong…”
Works because: Pattern interrupt that demands attention
Notice what these all have in common? None of them start with boring biographical information.
They hook you immediately with something that matters to YOU.
The Biggest About Page Mistakes Costing You Sales
Let me save you years of trial and error.
Avoid these conversion killers:
Mistake #1: Making It All About You
Your visitor wants to know what’s in it for them. Lead with their problem, not your history.
Mistake #2: No Clear Next Step
If your About page doesn’t tell people what to do next, they’ll leave. Every about page that converts needs a CTA.
Mistake #3: Boring, Generic Language
“I’m passionate about helping people achieve their dreams” could describe literally anyone. Be specific. Be memorable.
Mistake #4: Zero Proof
Claims without evidence are just noise. Show results, share testimonials, include screenshots.
Mistake #5: No SEO Optimization
If Google can’t find your About page, potential clients can’t either. Optimize it properly.
Mistake #6: Wall of Text
Break up your copy with subheadings, short paragraphs, and white space. Make it scannable.
Want to avoid these mistakes across your entire content strategy? Grab the frameworks at from freelancer to info product creator.
Your About Page Conversion Checklist
Use this before you publish:
✅ Hook addresses visitor’s problem in first 100 words
✅ Transformation story shows you understand their struggle
✅ Unique method or framework is clearly explained
✅ Specific results and social proof included
✅ One clear, compelling call-to-action
✅ Focus keyphrase appears naturally 5-10 times
✅ Internal links to your best content
✅ Scannable formatting with subheadings
✅ Images with optimized alt text
✅ Mobile-friendly layout
If you can check every box, you’ve built an about page that converts.
What Happens When You Get This Right
Let me paint the picture:
Someone lands on your About page—maybe from Google, maybe from social media, maybe from a guest post.
They start reading and think: “Holy shit, this person gets it. This is exactly what I’m dealing with.”
They keep reading because you’re not boring them with credentials—you’re telling a story they see themselves in.
They hit your CTA and think: “I need this. Right now.”
They opt in. Or book a call. Or buy.
That’s what an about page that converts does.
It doesn’t just sit there looking pretty. It works for your business 24/7, turning cold traffic into warm leads and leads into customers.
And once you nail this framework, you can apply it everywhere—your homepage, your sales pages, your email sequences.
This isn’t just about fixing your About page. It’s about mastering the art of conversion-focused storytelling.
Take Action: Build Your About Page That Converts Today
You have two choices:
Choice 1: Keep your boring, resume-style About page that does nothing for your business.
Choice 2: Implement this conversion-focused framework this weekend and start turning your story into sales.
The framework is simple. The impact is massive.
Start with the hook. Build the bridge. Deliver the proof. Drive the action.
Do it now.
And if you want the complete toolkit for building a business that runs on strategic content, head to angelinamihaylov.com and grab the resources that will transform how you create, optimize, and convert.
Your About page is prime real estate. Stop wasting it.
About Page FAQ: Your Questions Answered
What should be on a conversion-focused about page?
An about page that converts should include: a hook addressing your visitor’s problem, your transformation story, your unique method, social proof and results, and a clear call-to-action. Avoid resume-style biographical information.
How long should an about page be?
An about page that converts should be 1,000-1,500 words—long enough to build trust and provide value, short enough to keep attention. Focus on quality over quantity.
Should I include personal information on my about page?
Only include personal information that builds connection and credibility. Your visitor cares about your story only if it relates to their problem and shows you can help them.
How do I make my about page SEO-friendly?
Make your about page SEO-friendly by including your target keyword naturally throughout, using it in your H1 and subheadings, adding internal links, and ensuring mobile optimization. Write for humans first, optimize for search engines second.
What’s the biggest about page mistake?
The biggest about page mistake is making it all about you instead of about your visitor. An about page that converts focuses on their problem, your solution, and what they should do next.
How often should I update my about page?
Update your about page whenever your positioning changes, you have new results to share, or your target audience shifts. Review it quarterly to ensure it’s still conversion-focused and up-to-date.
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