In the world of online coaching, your About page is more than just a piece of text on your website. It is often the very first impression someone has about who you are, what you do, and who you serve. And we all know how absolutely vital it is to make a good first impression, especially in today’s crowded, fast-paced market. 

Your about page gives you the opportunity to connect with potential clients on a personal level and in a way that establishes your authority, credibility, and likeability factor. 

Before we dive into the key components of a compelling about page, let’s address a couple of common misconceptions or mistakes coaches make when crafting this important web page.

The About Page ≠ Your CV/Resume 

A common mistake coaches make is treating the about page like a LinkedIn bio or CV. You don’t need to give your entire life story, full educational background, or an account of your work history up to this point. Of course, you’ll want to include relevant details and qualifications to show the reader that you are an expert, but the about page is written more narrative-style than resume-style.

Instead, think of it more like a friendly coffee chat you’re having with a new acquaintance. You’re excited to make a good first impression, and you’re ready to show up at your very best. 

The primary job of this page is to introduce you as a trustworthy expert that your ideal clients can relate to. You can do this by sharing personal anecdotes, behind-the-scenes glimpses, fun personality quirks, and other relatable information that highlights who you are as a person. 

Your About Page Isn’t Really About You

This is a key concept. Obviously, your about page needs to include some key information about you. As you write the copy for your page, however, you should have your ideal client top of mind. 

What is it about your story that resonates with them? 

How do you understand their pain points in a new and impactful way? 

What unique perspectives or experiences do you have to offer?

Everyone consumes content through their own personal lens. Do you know what lens your ideal client will be consuming yours through? Put yourself in their shoes as you begin to lay out your about page copy. 

Need some help defining your ideal client’s avatar? Check out our article: 5 Easy Ways to “Really” Know Your Audience. 

Once you have clarity on who your ideal client is and how you can help them best, it’s time to start writing!

Key Components to a Compelling About Page

There are a few particular sections you should be sure to include when writing your about page: 

• Captivating Headline
• Who You Are
• What You Do (and for whom)
• Why YOU Are Uniquely Great At This
• Your Unique Expertise & Accolades
• Client Success Stories
• Call-to-Action 

Let’s take a more detailed look at each piece. 

#1: Capture (the right) Attention. *Start with a Captivating Headline

Your about page needs to lead with a headline that immediately grabs your visitors’ attention. It should be clear, concise, and engaging. The headline’s job is to let your reader know right away if they are in the right place (or if they’re not). 

Did you notice the asterisk above  (*Start)? That’s because we don’t recommend you start with the headline during the writing process. This piece of copy is so important and needs to be super dialed in. Because of that, we suggest waiting until you’ve written most or all of the about page. Then, you can go back and brainstorm compelling headlines that sum up the overall spirit of the page.

Use your headline space to convey your unique value proposition and set the tone for the rest of the page. A well-crafted headline should make visitors want to learn more about you and your coaching services.

It should also help them decide very quickly if you are for them, or if they should click away and keep looking. Don’t be afraid to really hone in on messaging that lands with your perfect-fitting clients. When you make the mistake of keeping the message too broad, you risk missing those people you’re truly excited to help.

#2:  Who Are You? Share Your Story.

Your story is a powerful tool for building trust and rapport with your audience. Share your journey, your experiences, and what led you to become a coach. Be authentic and relatable, highlighting any challenges you’ve overcome that make you qualified to help others. Lean into the why/mission behind your coaching business. 

Adding in personal anecdotes is a great way to develop this kind of rapport. When your ideal client lands on this page, you want them to read words that resonate and that make them feel as if they are hearing from a friend.

#3:  What Do You Do? And For Whom? 

A confused consumer always clicks away. Don’t get too creative when stating what you do and who you serve. 

Are you a relationship coach who helps divorced women in their 50s find love?

Do you help people in their late 20s transition from their first career to entrepreneurship?

Are you a book coach who helps non-fiction writers get published? 

Say that! 

State what you do clearly and explicitly. Be especially mindful to avoid any coaching industry jargon that doesn’t really paint a clear picture for the particular kind of reader you want to attract. 

Remember the golden rule of marketing:  For Successful Marketing, Your Customer Can’t Be ‘Everyone’. 

Phrases like “live your best life,” “transformation,” and “mindset” aren’t really specific enough. If you get stuck defining this part of your business, take some time to review past client feedback and successes. Journal on their outcomes and note any concrete changes they experienced. 

#4: Why YOU Are Uniquely Great At This.

What sets you apart from other coaches in your niche? Your about page is the perfect place to showcase your unique selling proposition. Whether it’s a specific coaching methodology, a niche specialization, or a distinctive approach, make it clear why clients should choose you.

You can lean more into your uniqueness by sharing your values, your coaching philosophy, and your passion for helping others. 

In industry terms, this can all be a part of your Unique Selling Proposition (USP), which is necessary to help you stand out in a crowded market. 

Remember: while there may be thousands of coaches in your niche around the world, there is only one YOU. Lean into your uniqueness. 

#5. Highlight Your Expertise.

Part of your uniqueness also includes your personal mix of education, experience, training, certifications, and more. 

Use a portion of your about page to share the highlights. Each item you include should hold relevance that adds to the know, like, trust factor you want to build with your ideal clients. 

This is the place to share any awards, accolades, and quantifiable wins you’ve had. Don’t be shy! A lot of our clients tend to hold back for fear of sounding “braggy”, but we say, Share Away! 

Have you helped 50+ women navigate post-divorce dating lives successfully? 

Were you recognized by your local chamber of commerce? Featured in a national publication? 

This is the place to shout it from the rooftops. People want to know about your qualifications and accomplishments before they hand over their credit cards. 

#6: Brag on Yourself Using Social Proof.

Continue the trust-building atmosphere by sharing client success stories. How, and how many, you choose to share is up to you. Here are some ideas for sprinkling testimonials and client wins throughout your about page: 

• Include a hyperlink to a dedicated testimonial page. 
• Embed a video testimonial after the “What You Do” section.
• Add stand-alone quotes from client testimonials to break up sections of text. 
• Include a gallery of screenshots from reviews/client feedback at the bottom of your page.

The goal? To let your clients (and your results) speak for themselves. 

#7: Call to Action (CTA)

Don’t forget to include a clear call to action on your about page. Encourage visitors to take the next step, whether it’s scheduling a free consultation, subscribing to your newsletter, or exploring your coaching packages. 

Make it easy for potential clients to engage with you. Again, a confused consumer will click away, so be sure to be specific about the one action you want them to take. 

A Few Last Tips to Keep in Mind 

First, keep your message concise.

While it’s essential to share your story and credentials, keep your about page scannable. 

Visitors should be able to get a sense of who you are and what you offer quickly. Use subheadings and bullet points to break up text and make it more digestible.

Also, make sure to update this page regularly. Your about page should evolve with your coaching business. As you gain more experience, certifications, or success stories, or as you add or remove offers, make sure to note those changes to reflect your current level of growth and expertise.

Do you need help clarifying your ideal client or your unique selling proposition? Are you interested in outsourcing your about page copy? We have a full-service team of marketing professionals ready to help! Schedule a free 30-minute consultation to see how Amazing OBM can help.