A while back, I had to call a plumber. Burst pipe, water everywhere, the works.
Before I booked, I checked his website. His About page started with:
“Hi, I’m Dave. I love camping, live music, and collecting vintage vinyl.”
Great taste in hobbies… but when my kitchen was turning into an indoor swimming pool, I didn’t care about his record collection. I just needed to know: can this guy stop the leak?
After two paragraphs of hobbies and vague waffle, I closed the tab and moved on.
And that’s the trap most freelancers fall into on their About pages. They write like it’s a personal blog, when really, it should be one of their strongest sales tools.
And if you’re a freelance WordPress designer or developer, that mistake could be costing you jobs right now.
Why About Pages Fail (and Freelancers Hate Writing Them)
Let’s be honest. Writing about yourself feels… icky.
Some freelancers undersell themselves:
“I build websites.”
That’s it. Full stop.
Others go the opposite way and pile on jargon until their About page sounds like an AI-generated LinkedIn bio:
“John is a visionary web ninja leveraging agile methodologies to synergise scalable outcomes.”
WTF?
Neither works. Clients either leave unconvinced or worse, suspicious.
Your About page isn’t just a bio. It’s one of the most essential sales pages on your website. And if it doesn’t build trust, clients won’t stick around long enough to click “Contact.”
How to Write an About Page That Wins Clients
Here are four quick fixes you can make to turn your About page from awkward to awesome.
1. Make it about them, not you
Your About page should answer one simple question: Why should I trust you with my business?
➖ Less: “I’m passionate about WordPress.”
➕ More: “I help businesses turn browsers into buyers with websites built to convert.”
2. Show you’re human (without oversharing)
A sprinkle of personality makes you memorable, but keep it professional.
💡 Try: “I once rebuilt a site on a ferry crossing. Turns out Wi-Fi and waves don’t mix, but deadlines still got met.”
Clients see: resourceful, reliable, human.
3. Back it up with proof
Trust comes from evidence, not adjectives. Add testimonials, logos of past clients, or a quick case study.
E.g. “Built a booking site for a local yoga studio that doubled class attendance in three months.”
4. End with a clear next step
Never leave a visitor hanging. Finish with a CTA that points them forward: book a call, view your portfolio, or simply hit reply.
And here’s the part most freelancers miss: checking if their About page is actually doing its job.
Keep an Eye on the Numbers
Your analytics can tell you more than your gut ever will. In GA4, keep an eye on key metrics like:
- Engagement rate (the new way of thinking about the old Bounce Rate). If people land on your About page and leave within seconds, that’s a red flag.
- Average engagement time. A solid About page should hold attention for at least a minute or two.
- Next page viewed. Do they click through to your services or contact page, or do they vanish?
Check these monthly. If the data indicates a decline in engagement, it’s time to refine your copy or adjust your call-to-action.
Because at the end of the day, your About page isn’t just filler content. It’s a trust-builder. A handshake. A promise that you know what you’re doing.
The Trust Factor
Your About page isn’t just a formality. It’s a trust-builder. A handshake. A promise that you know what you’re doing.
When it’s done right, clients don’t just think “This person builds websites.”
💡 They think, “This person understands my problem, and I want to work with them.”
A Resource Worth Having on Your Desk
Speaking of building trust, here’s something that looks good sitting on your desk and actually delivers value: the Ultimate WordPress Handbook.
I was the technical reviewer for it, and it has just recently won a Silver Award. It’s packed with practical knowledge and instantly boosts your credibility when clients see it on your shelf.
👉 Grab your copy here: Ultimate WordPress Handbook
Final Thought
Your About page might be costing you clients right now, but it doesn’t have to. With a few tweaks, it can become one of your most powerful sales tools.
So here’s my challenge: open your About page this week and ask yourself, “Would I hire me?”
Until next time, keep thriving!
Wil.