5 Step Framework to Book More Clients from Your About Page – Ep 128

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If you ever wonder what content to include on your About Page, then stop and read this. 

Especially if you are looking to book more clients in your practice or business – these 5 steps help make that happen. 

One of the biggest marketing problems I hear about is that people are not booking enough clients.

Now, clients can come from many places – referrals, google search and yes, sometimes from social media…

But when they do “find you,” it’s on you – the CEO of your business, to make sure your online presence will help them, and build the trust so they take the next step and book a call with you. 

Whether it’s a discovery call or a paid session, you want to help those visitors make the next move. 

In last week’s episode, we talked about how many practice & business owners underestimate the power of their About Page, missing out on valuable opportunities to connect with potential clients. 

Today, I want to be sure you have some strategic ideas and steps on how you can plan the content and message on your About Page to help more people take action and book a call with you. 

The goal is to help you create content that not only informs but also engages visitors, guiding them toward booking a consult or even signing up as a client. 

By the end of the lessons shared in this episode, you’ll have a structure for planning your About Page content that can lead to more client bookings.

Is this really important? 

YES!  Your About Page is often the first place potential clients go to learn about you and your services. If it lacks clarity and direction, you risk losing them before you even know they are a potential client! 

This is why a content strategy that answers the key questions visitors have when they arrive at your site is critical, especially on the About page, which is often one of the top 3 pages visitors explore when deciding if someone is the person they want to work with. 

The 5-Step Framework shared in this episode guides you to create an effective About Page. This framework focuses on answering five essential questions that potential clients are always wondering when they visit someone’s website:

  1. Who are you and who do you serve?
  2. What is the main problem you solve?
  3. How does your solution benefit them?
  4. What kind of help can they expect from you?
  5. How can they get started?

Each step in the framework is aimed at building trust and guiding visitors toward taking action. 

You can read all the steps below, and if you prefer to listen in to hear examples of how this works to inspire the content for your own About page, click here and listen to this episode of the podcast. 

One of the things I share is how we made a change with the layout, presentation and order of the credentials and experience for one of my program members.   When you get credentials with the words Ninja and IOC you need to make that stand out! 

The lessons shared today will help you transform your About Page into a powerful tool for client conversions and lead to more client bookings. They also help you avoid common pitfalls with your website marketing. 

Please do not make the same mistake many do and dismiss how important this one website page is to help you grow your practice or business.  It really deserves more attention as a key player in booking discovery calls and clients – more than you might give it credit for. 

Resources mentioned:

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5-Step Framework for Creating Content on Your About Page

When your About Page lacks clarity and direction, you risk losing people before you even know they were potential clients! 

These steps in the framework below help you plan out the content in a way that guides people to that moment when they decide, yes I want to talk with this person and book a call

A 5-Step Framework for Creating Content that Converts to Clients  on Your About Page 

1. Share  Your “One-Line Intro” message and YOU at the top of the page

This section should speak to what you do in the here and now and what kind of people you help with your services. 

The content here, ideally, is your One-Line Intro Statement. A version of an Elevator Pitch that is intended to pointedly share a message that includes content that speaks to your ideal client and the main problem they have. It also needs to include words that speak to what life could be like if that problem is solved.

For service providers and practice owners, this area MUST have a current photo of you. Also, share your name first and last!   People need to know who you are. 

2. Share more about the “Why” you do what you do & Your Services

This content, even though it is about you, should be written in a way that “seeds” your expertise and how you help people.  I don’t recommend starting with your back story of 30 years ago and how you got to this place today. People want your help today. Share how you do that, and tell them the back story later. 

This area is a good place to mention your mission or values here, not necessarily as a list, but within the story, you are telling people about you. 

If you have a very connected and relevant back story to your reason for being in business – and many of us do – then you can introduce it here. 

If it is a long story, consider whether it should have its own page on your website with a link to that page here to learn more. 

The content here might often refer to the type of services you offer, that you offer free discovery calls and how people work with you.  This is a very natural way for it to answer that 4th question people visiting your website have — What kind of help will I get?  

As you talk about your story, your mission, and your vision, you can include content about your services… that helps people get what it is you offer people. The services they can buy from you.  But before they buy, they want to trust you too

3. Build the Trust in Your Expertise and Balance how you present it 

In this section of the framework, you can include content that supports your expertise and experience. Examples of this are: 

  • Your education and background or credentials 
  • Client testimonials or other forms of social proof
  • Images/ Logos that support the education/social proof

This area is where you will want to review what elements are more important to the potential client than you. This is often challenging for me to tell clients and members in my programs, especially those who have done a lot of education studying and put in tons of time and hard work to get their credentials and training for what they do. 

But if the clients do not understand some of these, you want to present it in a way they can understand… without any jargon and dictionaries to explain the jargon. An example of this is using words as credentials. RDN, CEDS are two common ones I run into with my clients. 

RDN is more common but there are still many people who will not know that stands for Registered Dietitian – Nutritionist. When they google looking for help from a dietitian, unless they are in the know most will use those words, not the credentials… or even nutritionist over dietitian is often seen in trends for online searches. 

Include this information in your content but be careful it is not so technical looking that the average person cannot figure out what your specialty or training is. 

Put the important to clients and the eye-catching ones first… those help pull people in as they skim the page to take in everything. 

Listen to the podcast episode  to hear how we made a change with the layout, presentation and order of the credentials and experience for one of my program members. When you get credentials with the words Ninja and IOC you need to make that stand out! 

4. Include a CTA and a link to your Contact or Booking Page

Do not be shy here… you’ve heard me say this all sorts of times – every page on your website needs a CTA. You have to guide people on what to do next… and Calls to Action are how you do this in your content. 

The MOST important one on the About You page is the CTA, which is used to book a call with you. To get on your calendar for a free 15-minute session. 30 minutes… whatever you offer – and hey, it may not always be free. It might be a page where they pay and book the appointment. 

But this CTA is the one where people get the guidance on how to connect with you… telling them how to get started is critical! 

And please make darn sure your contact page is working and that people can book those calls.  If you do not test this on a monthly basis, start now.  

5. Include links and CTAs to other pages on your website 

People may want more details – they are not all ready to book that call and having alternative CTAs on this page is key to helping them connect with you and learn more

The content on this page had many opportunities to link to other pages on your website… your services page when you mention it. Your appointments and policies page – even links to your free lead magnets or even specific and relevant blog articles.

These links not only continue that path you’re sending people on… they also give them an alternative to the final path of booking a call if they are not ready.  The longer people stay on your website, the more attention your domain gets from search engines. 

If they notice more people visiting your website, clicking to more pages, and staying longer …  that tells the search engines your website is an informative place for people, and they should send more online searchers there if they need information about your main topic = your services. 

That is another lesson on search engine visibility and optimization, but just know that if you can lead people from page to page, it is a good thing!  

Resources mentioned:

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