The copy on your website is a crucial part of connecting with your audience. Without your copy, well, it’ll be really hard for them to “get” you and understand how you can help them.

Unless communicate with them by being a human emoji. =P




And the copy for each of your pages all have a purpose. Your Home page copy is suppose to hook people, your Services page copy is suppose to entice people to sign up for your offerings. Your Blog is where you share your knowledge and expertise to help your audience.

And the about page is… special. This is where the magic happens.

Your about page is the page where people will REALLY learn to trust you. And trust is the first step to them becoming a part of your tribe.

Why? Because your audience will get a better idea of who you are and your journey to how you became the person you are today. Which is the person who’s gonna help them.

So this is where you can share your story, passions, your credentials, even something personal, to show WHY you love what you do and why you care about helping others.

Ultimately, your copy should convert your readers into clients and one of the most impactful ways you can do that is by making sure your about page is written to take your readers on a journey to TRUST you and eventually, work with you.

#NoPressure, right?!

Sounds easy peasy, but believe it or not, the About page is the HARDEST page to write for your site! Because there’s so many (awesome) layers that make you who you are, it’s hard to know what to share and what not to share. Yah know… you wanna avoid sharing #TMI so you don’t end up repelling people instead of attracting them.

So to help you with your writing process, I put together a formula that can help your audience:
– Understand who you are
– Understand what you do
– Learn how you can help them
– And learn how they can take the first step.


But before diving in, make sure that you are clear about what it is that you do for others and why. Also you must write in your own voice, speaking from the 1st person perspective ( use “me”, “myself” and “I”) and you must know what your “Brand Tone” is  so that your copy can sound like YOU, and not like anyone else, or like a robot.


Sorry robot, didn’t mean to offend you.

So whether you are a spunky character, or very passionate speaker, how you are in real life should be translated to who you sound like in your copy. Are we clear? Well then…

Let’s get to writing!



(And for this example, I will be writing as if I’m a wellness nutritionist, named Sara.)

Step 1: Highlight their pain points
Example: “I totally get it. You’re sleep deprived, haven’t had a moment to yourself all week, let alone know who’s staring back at you in the mirror!” (and so on…)

Step 2: How it “should” be – According to them
(What is the life that they desire but couldn’t attain?)
Example: “You trusted your personal trainer and also believed the TV commercial that this was going to work! You are suppose to be thinner, more fit and have more energy by now. You had a great start at the beginning of the year, but here you are again, starting from step 1.”

Step 3: Let them know they’re not alone + The Challenge

(Share common situations that others go through and present the challenge.)
Example: “You’re not alone. The truth is more and more people in today’s generation have more distractions than ever that it’s difficult to stay disciplined. There are also misconceptions how difficult it is to access healthy foods. But only YOU can turn your own life around….”

Step 4: Let them know it’s possible to change

(How can you paint the possibility that they are able to achieve their goals?)
Example: “But you don’t have to be like the others. You can actually have your dream body and be healthy at the same time.”

Step 5: Show you understand and you can help
(What experience have you had to achieve their goal yourself?)
Example:: “I am here to tell you that it’s possible, because I have done it! Much like you, I had a hard time sticking to a fitness and eating routine. After 10 years of trying everything, I finally figured out what actually works, and it’s not what you think! ”

Step 6:  Introduce yourself

(Share who you are, what you do and who you help.)
Example: “Hi, I’m Sara and I’m a wellness and fitness coach specializing in total lifestyle makeovers. I have been helping busy moms and professionals have the body and lifestyle they love to feel energized and vibrant. And I can help you too.”

Step 7: Share your story

(Share your background, journey and story from struggles, your Aha! moments and how you became who you are today.)
“Growing up, I didn’t have the healthiest habits. You can say it wasn’t ‘passed down’ to me. I didn’t have great role models to learn from and I didn’t have the awareness and will power to change my bad habits. Not until I had a traumatic experience and was about to lose it all. At that moment I realized that I needed to make a change once and for all, for the sake of my future and my family. So I took massive action and for 5 years and counting, I dedicated my life to creating a healthier lifestyle.

Step 8: Share your credentials and accomplishments
Example: “I went to a prestigious school and got a degree in wellness coaching. I took as many courses on wellness living, got certified as a holistic nutritionist and changed my own life. Soon after that, I started helping other people. Today, I have helped over 200 women break their harmful cycles and start new lives being more mindful and making smart choices about their wellness practices and overall health. ”

Step 9: Share why it matters
to you
(Share why you are so passionate about your work.)
Example: “My mission is to help people live their best lives by eating healthy foods, exercising daily and feeling fulfilled in their lives, without trying to be perfect. The key is to really listen to your body, mind and spirit. I love witnessing my clients transform before my eyes as they live on much happier and healthier lives.”

Step 10: Your generous offer
(What is the first step for them to work with you?)
Example:“If you’re ready to take the first step to wellness and fitness, I invite you to connect with me on a complimentary consultation call. Together, we can identify where you’re stuck in your journey or just how you can start off on a solid plan to achieve your goals.”

Step 11: Call To Action
(Be clear about what you want them to do to take action now.)
Example:“To book a consultation, CLICK HERE and fill out the form and I will be in touch with you within 3 days.”

Step 12: Inspirational Closer +CTA

(Close with a confident and emotional statement)
Example:“I know how hard it is to go through this on your own. As your guide, you will not only have a companion to help you achieve your goals, but you will have the tools to take with you for the rest of your life! So, CONNECT WITH ME NOW!”


See? Wasn’t that easy? Well, easy-er? I hope it helps you start somewhere so you can begin sharing yourself generously with the world!

If that was too long for yah, here’s a shorter formula that you can take and run with:

The 4 key elements of your about page:

– Share your history, which is your story or journey to how you get here

– Show that you understand what your audience is going through

– Share your credibility (showing that you can help them and you have the skills to do it)

– A strong call to take ACTION towards working with you


One last golden nugget: Add photos throughout your about page. Nothing makes your copy more memorable than if you had images that support your story.

And lastly, here are some examples of my beloved clients’ about pages to inspire you!

My Own:


IT’S YOUR TURN! Let me know if you discovered any breakthroughs, if you want to share what your writing voice is (brand tone) and even your about page copy! SHARE THEM ALL BELOW!
To your captivating online presence,