Most About pages get one ironic thing wrong – they talk too much about themselves.
It sounds counterintuitive. After all, it is your About page… right?
But here’s the reality: when someone clicks on your About page, they’re not looking for your life story. They’re trying to answer a much simpler question:
“Is this business right for me?”
For Brisbane businesses competing for attention online, your About page isn’t just background information, it’s the landing page for a key moment of decision-making.
So, if your website copy isn’t connecting, you could be losing potential clients before they consider seriously your services.
The Problem: Talking to your interests vs audience interests
Most About pages read like a résumé, focusing on:
- When the business was founded
- Years of experience
- Generic mission statements
- Buzzwords like “innovative” or “leading provider”
While these are all essential credentials, they’re often presented in ways that miss the mark.
The first step is understanding that your audience has reached the About page with a purpose and in this decade, a relatively short attention span.
Their focus is on:
- “Can you help me?”
- “Do you understand my problem?”
- “Why should I trust you?”
If your messaging doesn’t answer those questions quickly, they will move on to competitors.
What your About page should do
A strong About page isn’t about you, it’s about building trust.
It should act as a bridge between:
- Someone discovering your business
- And deciding to take the next step
This is where customer-centric copywriting comes in.
Instead of listing credentials, you’re showing your audience that:
- You understand their challenges
- You’ve helped people like them before
- You can deliver real results
In other words, your About page becomes part of your brand messaging, not just a biography.
The Shift: Crafting a customer-centric About page
If you’re wondering how to write an About page for a business that closes the deal, it starts with a mindset shift and these steps.
1. Understand the importance of audience analysis
Start with knowing your audience – you cannot sell to people you don’t understand.
Audience analysis is crucial for tailoring messaging to meet the specific needs, interests, and pain points of a target group.
By identifying demographic, psychographic and situational/industry factors, you can immediately speak to the relevant information, real problems and make your reader feel seen.
Identify:
- What frustrates them
- What they’ve already tried
- What’s not working
- What motivates them
Focused Marketing conducts comprehensive audience analysis through workshops and research when supporting clients with customer-centric project strategies.
2. Show You Understand Their Problem
Strong website copy that converts aims to mirror the customer’s experience.
Using the audience analysis, lead your messaging with the customer’s needs. They already have a problem. They’re already looking for a solution.
Your job is to show understanding of the problem and define how you are the solution, quickly and succinctly.
This is where clear, intentional brand messaging and conversion copywriting makes all the difference.
Consider simple language adjustments:
Rather than:
“We are a full-service marketing agency based in Brisbane…”
Instead say:
“Enabling ambitious brands to grow has been our speciality for 20 years and we can help you make it happen too.”
This is especially important for businesses marketing in Brisbane, where competition is high and attention spans are short.
When people feel understood, they’re far more likely to keep reading.
3. Be Part of Their Journey – Not the Focus of It
A common mistake in About pages is making the business the centre of attention.
But your customer isn’t reading your website to learn about you, they’re trying to figure out how to move forward with their own goals.
Strong customer-centric copywriting subtly shifts the focus from your achievements to their success:
- From your achievements → to supporting their progress
- From your story → to where they’re headed
- From what you do → to how you help
Think of your role as a guide, stepping in at the right moment in their journey, who helps your customer move forward with confidence.
4. Back It Up With Proof
Once you’ve built the connection, reinforce it with those valuable credentials that previously held first place on the About page, including:
- Results you’ve achieved
- Businesses you’ve worked with
- Tangible outcomes
But always tie it back to the reader’s interest.
5. End With a Clear Next Step
One of the biggest missed opportunities on About pages?
No clear direction to actionable next steps…losing customers already in the decision-making headspace.
If someone resonates with your message, don’t leave them wondering what to do next.
Guide them to:
- Get in touch
- View your services
- Learn more about how you can help
Quick About page audit
When done well, a strategically written About page can:
- Increase engagement
- Build trust faster
- Strengthen your positioning
- Drive more enquiries
When paired with strong copywriting services and clear strategy, it becomes a powerful tool, not just a formality.
If you’re reviewing your current page, ask yourself:
- Does it mention the customer in the first paragraph?
- Is their problem clearly defined?
- Does it sound human, or overly corporate?
- Is there a clear next step?
If the answer is no, it may be time to rethink your approach.
Need Help Writing an About Page That Converts?
For Brisbane businesses looking to improve website performance, refining your About page is a simple but high-impact place to start.
At Focused Marketing, we specialise in customer-centric copywriting and strategy, helping businesses create messaging that connects, builds trust, and drives action.
Because at the end of the day:
People don’t care about your story, until they see themselves in it.
