About Me Pages That Visitors Love

Check your stats. I bet you’ll find that the second most visited page is your About Me Page after the homepage.

This is because people want to know, Who is the wizard behind the curtains? Is she good at what she does? Why should I pay attention to her? Is she the right coach for me?

About Me Page Visitors Will Love
How to Write an About Me Page That Visitors Will Love

Let’s talk about creating a page that’ll get them excited about reaching out to you for coaching.

If you can answer these questions in a way that communicates value, then your About Me Page can be a powerful selling tool.

In this post, you’ll get my top four tips on how to write an About Me Page that visitors will love. At the bottom, I’ve got a little comment challenge for you too.

Tip #1. Forget About Yourself and Think About Your Clients

That’s right! It would help if you didn’t start by thinking about you, your credentials, your pets, or anything else that fascinates you.

Instead, please take a moment and think about your clients. Think about your best, most ideal kind of clients. They are the ones you have to impress 😉

get out of your own head

I’d go as far as thinking about ONE single type of client. In usability nerd-circles, this is called a persona. Getting specific will help you think straight, write content, and make your writing cohesive.

KENN TIP: Interestingly, the not-so-perfectly-fitting clients will still like your copy because it’ll be easy to follow. The problem in writing for everyone is the resultant confusion, which makes you appealing to no one.

So, which individual that you’ve worked with within the past year or two would you love to have 10 of as clients?

  • Who did you look forward to coaching each week?
  • Who have you made great progress with?
  • Who was able to pay your fees without fuss?

What’s their first name? Remember that name!

Then ask yourself these questions …

  • What are their biggest frustrations, challenges, and needs?
  • What do they value in life, work, or relationships?
  • What have they found most helpful in working with you? Your ability to inspire confidence? Keep them accountable? Get them to take action? Your infectious positive attitude?
  • What drew them to want to work with you in the first place?
  • What did they like best about you?

Don’t have any good answers? Get a coffee, pick up the phone, and go ask!

Narrow the ideas to 1, 2, or 3 vital points and be ready to hammer them down as you develop your About Me Page.

I love starting an About Me Page with a short write-up about the key challenges your ideal clients want to overcome and the results they want to achieve.

I call this your core message, and it’s really the juiciest, most powerful essence of what you do from the client’s perspective.

Here’s the top of Carol Leek’s About Me Page.  Carol built her website from principles I discuss in The Coaching Website Guide.

Can you see how powerful it is because she begins with a statement about how she helps her clients, shown here?

about me page for carol

True, she is a coach to coaches — and as such, her message will likely turn your head. But if you look closer, you can see she hones in on confidence. That’s a key struggle for her best kids of clients. Obviously, she helps them overcome that.

And so, the first tip to a great About Me Page is to think about that special someone you’d love to coach. This will help you choose and write content that they’ll love.

Tip #2. Share Your Big Inspiring WHY for Becoming a Coach

People care more about WHY you coach than HOW you coach — or even WHAT you do as a coach.

Your WHY is what makes people follow you, as author Simon Sinek talks about in his TED talk (this link will open in a new tab). It’s a must-watch before crafting your About Me Page.

Questions to help you express your deepest WHY:

  • What motivated you to become a coach?
  • What do you love most about coaching people?
  • Was there a special moment in time when you just knew you had to become a coach? What were the specifics of that moment?
  • What’s so amazing about coaching?
  • How did you first discover coaching?
  • How did you transition into coaching?
  • What hard decisions have you made in life so that you can pursue coaching?
  • Have you had a coach before? If so, what did you LOVE most about your work together?

Got a heap of ideas written down?


KENN CHALLENGE QUESTION: Can you tie any of your big WHY ideas align with discoveries about your best kind of clients from tip #1? If so, that can be magical.

Clients love coaches who are excited about their work. Bring out your big, passionate WHY for what you do, and let ’em have it on your About Me Page 😉

Tip #3. Talk About Your Positive Beliefs, Deepest Values, and Life Lessons on Your About Me Page

write an about me page with this list

People are drawn to others with strong, positive beliefs and values.

And so, telling stories about tough challenges in life and the lessons learned is also a great way to connect on a deep level with your visitors.

This is especially powerful if you share those beliefs that your ideal clients have in common.

For example, if you are a relationship coach, and both you and your ideal client put family high on the values list, then writing about that will be powerfully bonding.

Here are more ways to share some meaningful things about yourself and bond with your potential clients:

  • Tell what’s unique about your coaching skills
  • Share a life experience that helps you coach better
  • Tell what you believe to be true about people, growth, success
  • Share a story about failure and what you took away from it

Furthermore, sharing deep stuff about yourself shows transparency, vulnerability, and an acceptance of yourself. That’s very attractive and helps clients be more open too. Great for coaching.

Being guarded, closed, or afraid will make visitors respond in kind and resist engaging with you — joining your list, posting a comment, or contacting you for support.

A great About Me Page will win their hearts and get them to call you for coaching. Learn how in The Coaching Website Guide.

Tip #4. Highlight Value Everywhere

When you add content to your About Me Page, take time to point out WHY those things are incredibly valuable to your visitors.

For example, if you have special training on walking meditation and often do this with clients, tell a little story of how it can raise awareness and lead to life-changing insights.

Here’s a list of content ideas you could add to this page:

  • Any credentials
  • Coach training
  • Special roles you’ve held
  • Schoolings
  • Media mentions
  • Places you’ve been featured
  • Guest appearances
  • Speeches or videos
  • Awards or recognitions
  • Podcasts
  • Books or published works
  • Past accomplishments
  • Blogs or articles
  • Major life challenges overcome
  • Something (not too) personally related and interesting like being a yoga teacher if you’re a health coach

And again, thinking back to Tip #1 (to choose one person to focus on), what content pieces would be good to have on your About Me Page?

It’s like customizing your cover letter, resume, and interview answers when you apply for jobs. This is what successful job candidates do to win the role.

This is in no way false, salesy, or boastful. It’s merely helping others learn about the best stuff you bring to the table. It’s beneficial for them. It’s what clients want to know.

So, share your successful business ventures if your clients are budding entrepreneurs and skip that home-made paleo protein cookie recipe you created.

And if you’re a sports performance coach, tell the tale of how you came back from a car accident to win a gold medal and save that best-selling author award for another day.

While your About Me Page might seem like the perfect place to indulge in talking about yourself, remember that your visitors (who are your soon-to-be clients) yearn to bond with you in a powerful way so they can feel like they found the perfect person to coach them.

About Me Page Examples

coach mary about me page

Mary Rosenbaum (past client) – I like how she mixes in her recruiting career to build credibility. Her website was from about 10 years ago, one of my first clients. Wow. Timeless.

coach graeme about me page

Graeme Owen (past client) – Great story of how he became a builder’s business coach. Graeme is part of the reason I ended up in New Zealand. A superb kiwi. He’s a past client.

about me page for ash

Ash Ambirge’s About Me Page from TheMiddleFingerProject. I like her Notes of Interest section as it’s very readable, fun, and interesting. The other areas are a bit noisy but full of life. I’m sure it’s her brand.

about me page for coach jay

I like the short paragraphs and the direct writing style of Joe Ferrugia, a muscle-fitness-strength guru. It opens with a short sentence about what he does for his clients – nice! See his about me page here.

Here’s a little challenge …

Hearing from you puts a smile on my face and pep in my step.

So, a little challenge for you, tell me, what’s one idea that came up for your About Me Page as you read this article?

And if you’ve already got a website up, link to your About Me page in the comments, and let’s have a look.

I await …

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24 Responses to About Me Pages That Visitors Love

  1. Claire Pearce September 16, 2020 at 3:03 am #

    Thanks, this was really helpful.

  2. Shamini August 18, 2020 at 11:09 pm #

    Thank you for sharing, in progress of creatimg my website.

  3. Diana August 18, 2020 at 2:01 pm #

    Thank you!!! This is exactly what I needed💖💖💖

  4. Lawrie Scott November 6, 2019 at 12:53 pm #

    Hi Kenn, excellent advice, guidance and support for the websites – about me – page, ideas great and the opportunity on the page to highlight your strengths, skills, but what you offer to the clients that builds their confidence and belief that you can help reach their goals, the opportunity to show evidence of your passion,
    dedication and commitment to the potential clients.

  5. Tony R. Galvez March 30, 2018 at 7:59 am #

    Dear Kenn,

    The website that I built executiveleadershipcoachingthatworks.com is still a work in progress. I have actually procrastinated on building my website until two things happened: a friend who egged me on to create a website told me that ever since we talked about his website he finished his and I am still zero and when I was invited to a speaking engagement someone told me he looked for me in the web. Then I realized that I needed to put one up even if only to put in the basics such as name and contact number. I am also still in the process of learning wordpress that is why I am having difficulty creating my website.

    So I will be re-writing my about me page based on your tips.

    Thanks a lot.


    • Kenn Schroder March 31, 2018 at 1:58 pm #

      Nothing like some friendly competition 😉 Might want to see what your friend has done next. You’re behind!

  6. gabi March 19, 2018 at 6:28 am #

    Dear Ken,

    Thank you very much for your free content you send to us.
    I want to let you know that I appreciate your work very much.

    Last month when I check your website, I’ve been reading one of your posts that says something like “we need to be authentic and use our own pictures.
    Sorry, cant name the post exactly.

    What I want to say is that it made me use my own photos, witch I had in my laptop for a very longggggggg time and I was “hunting” the perfect pictures on many many websites…
    That took me lot of time and I never fond “the perfect one”.

    Since I ve read your post and decided to use my own pictures, saved me lot of time and…I realise I really like them and, for the moment, they are my perfect match.

    My website is gts-agency.com
    Still work in progress, but I am happy with it. ( Its built it myself).

    I still can’t afford to follow one of your programs, but I am very grateful for the resources I’ve found on your website.
    And I wanted to let you know and to Thank you!!! You do a great job!!!!

    With good wishes,

  7. Cindy Schulson March 15, 2018 at 8:52 pm #

    Thanks for sharing the great tips Kenn! I really resonate with the tip about sharing your Why.

    Here’s my about page. http://marketingfromwithin.com/about-cindy/

    And here’s a resource I put together with About Page best practices (no optin needed) http://marketingfromwithin.com/aboutpage

    • Kenn Schroder March 15, 2018 at 11:22 pm #

      Brilliant! Love the bolded section to state benefits to clients. I find the welcoming voice (heart felt) to be attractive.

      I like the part about “Sharing your stand” in your About Me Page best practices pdf there.

  8. Nana Pennypockets March 15, 2018 at 7:19 pm #

    Good article again Kenn. Made me finish updating my About me page that I’d been putting off doing.
    Also made me take your advice (hopefully) and would love your comments for improvement.

    Thanks so much for the inspiration and information. I’ve learned to listen to experts.

    • Kenn Schroder March 15, 2018 at 11:27 pm #


      I love how you state what you believe.

      Might want to get your photo on there, big, clear, smiley.
      Also break up the text to digestible morsels.

      Nicely written, very personal, and you speak of the pains … excellent!

      Thanks for sharing your site here.

  9. Mitzi Bockmann March 13, 2018 at 3:21 pm #

    Great article! Was just doing my Meet Mitzi page and the tips are perfect! Thanks as always for the brilliance!

  10. gretchen maurer March 12, 2018 at 11:52 am #

    While your About Me Page might seem like the perfect place to indulge in talking about yourself, just remember that what your visitors (think: future clients) really yearn for is to bond with you in a meaningful, exciting way.

    This says it all for me! Thanks Kenn

  11. Kenn Schroder August 20, 2017 at 4:47 pm #

    Very inspiring Louise. Love the personal touch. I’d be eager to read your full About Me page and see your journey unfold. Thank for sharing that.

  12. Louise Sutherland-Hoyt August 18, 2017 at 6:14 am #

    There came a time in my life when, in spite of the internal messages coming from a relentless inner critic I simply stood up, pointed my body in my chosen direction, and pressed forward and upward. Climbing Mt. Whitney in California in my 60th year was the best first step. At 67, a retired Licensed Mental Health Counselor and now Certified Life Coach, I am entering a new phase of physical and internal fitness to assist individuals and groups to also stand up and press forward, and in so doing, arrived at your site and am taking it all in.

  13. Tate June 6, 2017 at 12:44 pm #

    These are great tips not just for aspiring coaches but for seasoned veterans as well. Nice list.

  14. Mary Franz March 3, 2017 at 6:53 pm #

    1. I grew up in a culture which promoted the “ideal” to such an extent that the “real” was hidden, kept secret, didn’t cause disruption. We probably all know this well– I’ve made a career (which I love) of being with people who are facing their “real” and the better for it.
    2. At the same time I felt cherished by so many adults who were truly interested in what I was doing… a committed community… beyond my immediate family. You’ve heard the phrase,” you can’t give what you don’t have”? I have plenty of cherishing/community to give others.
    3. Realizing I had to find my own way, left the known (and people who loved me, but one where I wasn’t thriving) and moved…made more brave moves…so,out of Kansas…and you know, there is “no place like home” and fortunately, that’s wherever you are.

    • Kenn Schroder March 11, 2018 at 3:48 pm #

      Hey Mary.

      It sounds like a value and lesson of success that you help your clients with is to “discover their real”.

      And when doing so, they are better for it. Perhaps it grounds people and gives them a resource that is more useful than if one doesn’t come from an honest, true place? (I’m injecting my own words to help point out how this reality is good for your clients.)

      I wonder how you’d say it.

  15. Melissa March 3, 2017 at 9:30 am #

    Awesome article. Thanks!

  16. Kathleen May 31, 2016 at 10:37 pm #

    Three things in my story : from teen run away, young mother and wife to successful corporate professional, followed hunch/own truth and spent 12 years doing personal transformational change work to better serve clients (coaching) and spent almost 3 years in India doing research and taking classes. yes.. that would be the three.

    • Kenn Schroder June 10, 2016 at 2:49 pm #

      Hey Kathleen, great to have you here. This comment ended up in my junk folder, so I apologize for the late response. Great opportunities to point out major life lessons – clients like that stuff. 😀

  17. Amelia May 27, 2016 at 11:53 am #

    Three things love this being to the point and perfect as I am redoing my website.
    1. As a kid, didn’t fit in. Felt the work dropped me off with the wrong family.
    2. Not happy with self or marriage. Life in transition. Went on a journey of personal discovery. Now a recovering people pleaser, perfectionist and procrastinator who has learned to value my authentic self, be confident and own my power.
    3. As a therapist and now Life Coach, I empower others to trust their inner wisdom be their authentic selves and thrive.

    • gretchen maurer March 12, 2018 at 11:50 am #

      I love your website!! and your niche is great! Beautiful well done…

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