Get More Clients by Fixing This One Common Website Mistake

I’m dedicating September to helping you attract more clients and generate more leads. That’s why I’m calling it "The Get More Clients" Month. Each week during this month, I'll be giving you solid client attraction tools that you can take action on immediately.

One of the most overlooked yet crucial aspects of any business is the About Page. While many entrepreneurs pour their energy into crafting the perfect sales pitch or designing stunning product pages, they often neglect their About Page—a page that’s frequently one of the most clicked on a website. This is a missed opportunity to build trust, create a connection, and ultimately, convert visitors into clients.

But here’s the kicker: most About Pages are boring, generic, and fail to connect on a personal level.

The truth is, your About Page isn’t just a space to share your backstory or list your credentials. It’s a powerful tool that can help you establish credibility, differentiate yourself from competitors, and build an authentic personal brand. Yet, most people are doing it wrong.

Why Your About Page Matters

Imagine you’ve piqued someone’s interest—they’ve clicked around your site, seen what you offer, and now they’re curious to know more about you. Where do they go? Your About Page. This is where they decide whether they can trust you, like you, and ultimately, whether they want to do business with you.

Most About Pages are boring, generic, and fail to connect on a personal level. They’re filled with jargon, buzzwords, and vague statements that don’t resonate with the reader. Instead of using this valuable space to build a relationship, many entrepreneurs treat it as an afterthought.

The Missed Opportunity

Your About Page is not just a biography; it’s a chance to showcase your unique value proposition and build a personal connection. It’s where you can tell your story in a way that resonates with your audience, addresses their pain points, and offers a solution that only you can provide.

The structure I recommend is designed to help you do just that. It’s about more than just telling your story—it’s about crafting a narrative that builds know, like, and trust. It’s about clearly defining your value proposition so that your audience understands exactly why they should choose you over someone else. And yes, it’s also about using this space strategically to grow your email list and, ultimately, your business.

How to Fix Your About Page

Here’s the structure that can turn your About Page from a missed opportunity into a powerful tool for business growth:

1. Bold Opening Statement: Start with a statement that grabs attention and challenges conventional thinking. This isn’t the place for a generic introduction—use this space to differentiate yourself right from the start.
2. Personal Connection & Unique Approach: Introduce yourself and explain how your unique philosophy or approach can benefit the reader. This is where you start building that crucial connection.
3. Problem Identification & Empathy: Show that you understand the challenges your audience is facing. This builds trust by making your readers feel seen and understood.
4. Your Solution & Value Proposition: Clearly state how you can solve the problems you’ve identified. Highlight the specific benefits of your approach.
5. Personal Story & Transformation: Share your journey—what led you to do what you do? Use your story to illustrate your credibility and deepen the connection with your audience.
6. Social Proof & Credibility: Build trust by sharing testimonials, client success stories, or notable achievements. This reassures your audience that your approach works.
7. Mission Statement & Passion: Articulate your core mission and what drives you. Let your passion for your work shine through, making it clear that you’re not just in this for the money—you’re here to make a difference.
8. Call to Action: Don’t leave your readers hanging. Encourage them to take the next step, whether it’s joining your email list, booking a consultation, or purchasing a product.
9. Final Offer of Connection (Optional): If it feels right, invite your readers to engage further, perhaps by offering a free resource or inviting them to join your community.

The Bottom Line

Your About Page is one of the most visited pages on your website, and it’s often a missed opportunity to build the kind of connection that leads to sales. By using the structure I’ve outlined, you can turn your About Page into a powerful tool that helps you build know, like, and trust with your audience, clearly differentiate your value proposition, and grow your personal brand and email list.

If you’d like my help fixing your About Page and creating a solid client attraction plan so you know exactly what you need to do every day, week, month, quarter, and year, visit www.michaelmapes.org .

From my mind to yours,

Michael