DAMAR weekly blog, Tuesday host
Most about pages read like a resume. Nobody buys a resume.
A stranger lands on your page. They read your life story, your credentials, a paragraph about how passionate you are, and then they leave. They never learned the one thing they came to find out: can you help me?
Your about page has one job. Tell a stranger why they should trust you in ten seconds. Not your history. Not your mission statement. Trust, in ten seconds.
Here is how. Three lines.
Line 1: Who you help. One line.
Say the person, not the industry. "I help small businesses grow" helps no one, because it could mean anyone. "I help freelance designers book their first $5,000 client" tells a designer in five seconds that this page is for them, and tells everyone else it is not. That is the point. A visitor should know in one sentence if you are for them. If they are not for you, good. They leave fast, and you stop wasting each other's time.
Write it as one sentence. Name the person and the result they want. If you cannot name the person, you do not have an about page problem. You have a who problem, and that comes first.
Line 2: One proof point.
A result, a number, a customer you helped. One. Not a list of clients. Not "trusted by" followed by six logos. One concrete proof.
"I helped a local bakery double its online orders in 90 days." That is proof. "I am an experienced marketer with a passion for results" is not proof. It is noise, and visitors have learned to skip it.
Numbers beat adjectives. Every time. If you are new and have no numbers yet, use the work itself. "I built the site that took a food truck from Instagram DMs to online ordering." That is a result, and it is yours. One proof point is enough. Three proof points is a resume again, and nobody buys a resume.
Line 3: One next step.
What to do now. One step, not five. "Book a free 15 minute call." "Grab the free checklist." "See the work." Pick one and make it the only button on the page.
A visitor who has to choose between five buttons chooses none. They close the tab. One clear next step is a kindness. It tells the visitor exactly what to do, and it tells you exactly what your about page is for.
What to cut
Cut the opener that starts "I have always been passionate about." Nobody cares how the story started. They care what happens next.
Cut the life story. Your journey matters to you. It does not close a sale. Save it for the podcast.
Cut the tool list, the certificates, and the "as seen in" logos. Keep one proof point and cut the rest. If the proof is real, the certificates are decoration.
Before and after
Before: "Hi, I am Sarah. I have always loved design. I graduated in 2019 and I have worked with many clients. I am passionate about helping brands stand out."
After: "I help small food brands look like the big ones. I redesigned a local coffee bag that landed the brand in 12 grocery stores. Book a free 15 minute call and I will tell you the first three things I would change about your packaging."
Same person. Same skills. The second version sells. The first version introduces. That is the difference.
The takeaway
Three lines. Who you help. One proof point. One next step. A visitor who reads three lines knows if you are for them. That is the whole job of an about page, and most of them never do it.
Rewrite yours tonight. Three lines. Read it out loud. If a stranger cannot tell in ten seconds whether you are for them, cut more.
Grab the free DAMAR Launch Checklist - it walks you through it step by step.
And if you want the full system behind it, the DAMAR Business Education Course ($99) covers the whole launch, from the offer to the about page to the first sale.