How Your About Page Can Drive Real Business Growth

Your About page is one of the most powerful — and most underutilized — pieces of your website. In this episode, Jan Touchberry breaks down what a high-converting About page actually needs to do, why most of them miss the mark, and how to rewrite yours so it connects, builds trust, and leads your ideal client to take action.

If your website isn’t bringing in inquiries, your About page might be part of the problem. This episode gives you a clear framework to fix it.

WHAT YOU'LL LEARN:

1. The Purpose Shift: From Bio → Bridge

1. Why the traditional “all about me” bio is outdated and ineffective
2. How to reposition your About page as a bridge between your story and your client’s struggle
3. Why connection — not credentials — is what builds trust
4. How Jesus modeled presence and empathy (and what that means for your website)

2. The Anatomy of an About Page That Converts

A simple, high-performing structure you can use today:

1. Lead with your reader, not yourself
2. Open with empathy, not “Hi, I’m [Your Name].”
3. Share your story — with restraint
4. Only include details that create trust and relevance.
5. Highlight your values (and faith, if it’s core to your brand)
6. Let your convictions show up naturally, not preachy.
7. Establish credibility with specificity
8. Replace vague claims with concrete examples and results.
9. End with a clear CTA (always)
10. Make the next step obvious: book a call, view services, or download a resource.

What to Cut from Your About Page (Immediately)

1. Third-person writing (unless you’re a corporate brand)
2. Random fun facts that don’t serve the client
3. Generic phrases like “empowering women”
4. Credential dumping
5. No clear call-to-action
6. Too much backstory — focus on the turning point instead

Quick test: If you get bored reading it out loud, your reader will too.

Your 30–60 Minute About Page Audit (Action Steps)

Ask yourself:

1. Does my first sentence speak directly to my ideal client?
2. Does my story serve her, not just me?
3. Is my faith integrated naturally?
4. Is there a clear next step?
5. Am I speaking to transformation, not just experience?

Start small: rewrite your opening paragraph, trim the fluff, and clarify your CTA.

KEY TAKEAWAYS:

1. Your About page is not about you — it’s about your client.
2. Connection precedes conversion.
3. Specificity builds trust.
4. Faith can (and should) be woven in naturally if it’s core to your brand.
5. A strong CTA is non-negotiable.

NEXT STEPS:

If your About page feels awkward, outdated, or isn’t converting — don’t guess. Let’s make it strategic. Head to JanTouchberry.com to book a time to chat about a website refresh, overhaul, or brand-new build.

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Hey there, friends. Welcome back to Her Faith at Work. I'm Jan Touchberry — strategist, web designer, and your faith-forward straight shooter who believes your work is sacred and will still tell it like it is – with truth and love of course.

Today, we’re talking website. I have had so many conversation in the last few weeks from people who have a website but are for sure not using it to their full advantage. If you are going to spend the time, effort and money to build a website for your brand - your website should pull its weight.

So we are going to be diving into one of the most undervalued real estate spots on your entire website: the About page.

If you’re tempted to tune this out because you think your About page is “fine” — I need you to hang with me. Because what we’re going to unpack today could be the reason your dream clients are clicking away instead of booking a call.

And if you’re someone who’s put your About page on the back burner because it feels awkward or self-indulgent to write about yourself — this is for you too. Because what if I told you your About page isn’t actually about you?

Let’s dig in.

[PART 1: THE PURPOSE SHIFT – FROM BIO TO BRIDGE]

We’ve all been there. You sit down to write your About page and it feels like a middle school “all about me” assignment. So you start typing:

“Hi! I’m a mom of three who loves coffee, sunshine, and helping women grow their businesses…”

You hit publish and call it a day.

Your About page is not the place to tell your entire life story. It’s also not the place to just list your credentials, your favorite fun facts, or how you accidentally fell into entrepreneurship after your second baby was born. Unless those things connect directly to the transformation your audience is looking for, they’re just noise.

What your About page should be is a bridge. A bridge between your story and her struggle. Between your calling and her questions. Between your experience and her need for guidance.

That’s the shift.

If your About page feels awkward to write, it’s probably because you’re focused too much on yourself and not enough on her. It should feel like a conversation. Like you’re sitting across from your dream client at a coffee shop and she just asked, “So… why do you do what you do?”

That’s your open door.

You don’t need to impress her — you need to connect with her. And that connection happens when you speak to her pain points, when you reflect her language, and when you let her know you see her. Because at the end of the day, that’s all we really want — to be seen, to be understood, and to know we’re not alone.

Jesus modeled this. Over and over again, He met people exactly where they were. He didn’t lead with His resume. “Hello, I’m the son of God.” NO. He led with presence. With empathy. With story. Your About page should do the same.

Your story is powerful, but only when it’s shared in a way that aligns with your reader’s needs.

Let me say it like this: your About page isn’t where you convince someone to like you — it’s where you help her feel understood. HUGE difference.

And yes — your story might be incredible. You might’ve walked through loss or learned to pivot your entire business in a hard season. Share it. But share it with purpose. Anchor it to her journey, not just yours.

[PART 2: THE ANATOMY OF AN ABOUT PAGE THAT CONVERTS]

So, let’s talk structure. Because clarity is going to come from knowing what belongs — and what doesn’t.

Here’s a high-converting format that works, especially for personal brands and service providers:

1. Lead with your reader, not yourself.

The very first line should make her feel like you wrote it with her in mind. This isn’t a “Hi, I’m Jan!” moment. It’s a “Hey, I know what you’re walking through” moment.

Example:

“If you’ve ever stared at your website wondering why it doesn’t reflect who you really are — I see you.”

That’s connection.

2. Share your relevant story — with restraint.

Now we invite her into your story. But only the part that creates trust and alignment. You don’t need to share your whole backstory. Just enough for her to say, “She gets it. She gets me.”

Tie your experience to her struggle. Not every detail needs to be there — only the pieces that create resonance and establish credibility.

3. Highlight your values and voice.

This is where your brand personality shines. Talk about the “why” behind what you do.

People ask me all the time about how to blend their faith and their business. (Hence the name of this podcast) Well, this is your moment! Weave in faith naturally here, if that’s core to your mission. Maybe you talk about stewarding your gifts. Or how your business is an act of obedience. This isn’t the time to preach (unless of course that is your brand) but it is the time to share your conviction.

If faith is central to your business, don’t bury it in the fine print. Let it show up authentically. You can do this through language like:

• “I believe God is in every detail — including this business.”

• “What started as a step of obedience to the Lord turned into my greatest adventure.”

These little cues speak volumes to the right people.

4. Establish credibility.

Give her a reason to trust you. This could be client wins, a quick nod to how long you’ve been doing this, or the kind of transformations you help create. Use real examples, not vague claims.

Instead of saying: “I help women grow their business.”

Try: “I’ve helped over 75 Christian entrepreneurs build websites that generate consistent leads — even while they sleep.”

Specificity builds trust.

5. Invite her to take the next step.

Don’t end your About page without a CTA. Tell her what to do next. Book a discovery call. Check out your services. Download your free guide. Whatever it is — guide her there.

Because here’s the deal: a connected reader is a converted client. But only if you show her the way. You MUST be overly clear. I can count on one hand, maybe one finger, how many websites I have been on that make me think they have too many CTAs.

No. You want to make it so clear that it’s like following the yellow brick road. She literally can’t miss the next step.

This format works because it mirrors the client journey: confusion, connection, clarity, conversion. Hallelujah!

If you’re not getting inquiries from your site, your About page may be part of the problem.

And if you’re doing all of this already and still not seeing traction? It could be how it’s written — tone, clarity, or positioning. We’ll talk about that in a future episode.

[PART 3: WHAT TO CUT IMMEDIATELY]

Now let’s clean it up. I want to give you a few things to eliminate today that are likely weakening your About page:

• The third person format. Unless you’re running a corporate brand, drop the formal tone. Write in your own voice. Talk to her. Be professional but connect!

• Unrelated fun facts. If you mention your obsession with iced lattes, make sure there’s a reason. Otherwise, it’s filler. I’ve had to take a few of these off my own website recently. Made me a little sad, I’m not gonna lie. It’s not that you can’t have any small, human connection points – but make sure their weight on the page is balanced like it should be in relation to the other things that really matter.

• Generic jargon. Phrases like "empowering women to live their best lives" sound pretty but don’t say anything. Be specific.

• Credential overload. You can establish authority without listing every certification. Make it relevant and readable.

• No CTA. You’d be amazed how many people leave the reader with nowhere to go next. Always, always include a CTA.

• Too much personal backstory. Cut it down. Focus on the turning point. The “why” behind what you do.

One quick test? Read your About page out loud. If you get bored, your reader definitely will. Remember, thanks to short form content, our attention spans are shrinking. So hook her quick and make sure it is engaging so you can keep her.

[PART 4: IMPLEMENTATION + FAITH-FORWARD ENCOURAGEMENT]

Here’s your challenge this week: carve out 30–60 minutes to audit your About page. Don’t aim for perfection — just progress. Ask these questions:

• Does the first sentence speak to my reader?

• Does my story serve her, not just me?

• Is my faith integrated naturally, not forced?

• Is there a clear next step?

• Am I speaking to her transformation, not just my experience?

You don’t need to rewrite the whole thing in one sitting. Start by swapping your intro paragraph. Then trim the fluff. Then clarify your CTA.

And if the thought of doing this alone stresses you out? That’s where I can help. If you are ready for a website refresh, complete overhaul or maybe creating one for the first time, I would love to see if we are a good fit for a collab. You can go to JanTouchberry.com and schedule a time to chat about it.

Let me say this as we close: Your About page needs to be intentional space. It’s not just another section of your site. It’s where a woman who’s hungry for help lands, reads, and decides — can I trust her? Can she help me? Does she get it?

And when you take the time to speak directly to her — not from a place of performance, but from a place of purpose — that’s when connection happens.

That’s when you become more than a website. You become a solution. A safe place. A signal that she’s found what she’s been looking for.

Don’t underestimate that.

Go rewrite your About page with intention, with strategy, and with your whole heart.

She’s already on your site.

Now let’s give her a reason to stay.

You’ve got this.

I'll see you next week, friend.