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I’m passionate about partnering with Jesus, inspirational women, and YOU to create beautiful brands, strategic systems, and kingdom-minded businesses — together
About Jan
Reading Time Approximately 7 minutes
Your About Page Is Doing More (or Less) Than You Think
Let’s be honest.
Most of us treat our About page like an afterthought — something we rushed through late one night, hit “publish,” and then never looked at again.
But consider this: your About page is some of the most valuable real estate on your entire website.
If you’ve spent time, money, and energy building a site for your brand, your website should actually pull its weight. And right now? For a lot of entrepreneurs, their About page isn’t doing that.
In this episode of Her Faith at Work, I make a bold claim:
Your About page could be the reason your dream clients are clicking away instead of booking a call.
If you’ve ever felt awkward writing about yourself, or you’ve avoided updating your About page because it feels self-indulgent — you’re not alone. But what if I told you your About page isn’t actually about you?
That’s where we need to shift.
From Bio to Bridge: The Purpose Shift
👉 LISTEN TO THE EPISODE HERE:
Maybe this is you… You sit down to write your About page and it feels like a middle school “all about me” assignment:
“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.
But hear this — that version of your About page? It’s very 2020. And it is not doing what you think it’s doing.
Your About page is not the place to:
Tell your entire life story
List every credential you’ve ever earned
Share random fun facts just because they feel cute
Unless those details connect directly to the transformation your audience is looking for, they’re just noise.
Instead, your About page should function as a bridge between:
Your story and her struggle
Your calling and her questions
Your experience and her need for guidance
If your About page feels awkward to write, it’s probably because you’re focused too much on yourself and not enough on her.
Imagine sitting across from your dream client at a coffee shop. She asks, “So… why do you do what you do?” That’s the tone your About page should take.
You don’t need to impress her. You need to connect with her.
Jesus modeled this perfectly. He didn’t lead with His resume. He led with presence, empathy, and 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.
Your About page isn’t where you convince someone to like you — it’s where you help her feel understood. Huge difference.
Your About page isn’t where you convince someone to like you — it’s where you help her feel understood. Huge difference.
Share your story, yes — but share it with purpose. Anchor it to her journey, not just yours.
The Anatomy of an About Page That Converts
Here’s a simple, high-converting structure that works especially well for personal brands and service providers:
1. Lead with your reader, not yourself
Your first line should make her feel seen — not introduce you.
Instead of:
“Hi, I’m Jan Touchberry…”
Try something like:
“If you’ve ever stared at your website wondering why it doesn’t reflect who you really are — I see you.”
Invite her into your story, but only share what builds trust and alignment.
You don’t need your entire backstory. You just need enough for her to think, “She gets it. She gets me.”
Tie your experience directly to her struggle.
3. Highlight your values (and your faith, if it’s core to your brand)
This is where your brand personality shines.
If faith is central to your business, don’t hide it. Let it show up naturally, not preachy.
Language like this works beautifully:
“I believe God is in every detail — including this business.”
“What started as a step of obedience turned into my greatest adventure.”
These aren’t throwaway lines — they signal to the right people that they’re in the right place.
4. Establish credibility with specificity
Vague claims don’t build trust.
Instead of:
“I help women grow their businesses.”
Try:
“I’ve helped over 75 Christian entrepreneurs build websites that generate consistent leads — even while they sleep.”
Specificity beats fluff every time.
5. End with a clear CTA (no exceptions)
Do not leave your reader hanging.
Tell her exactly what to do next:
Book a call
View your services
Download a resource
Schedule a consult
A connected reader is a converted client — but only if you show her the way.
Make the next step obvious. Think yellow brick road, not hidden treasure hunt.
Read more about how to help your website standout here.
What to Cut From Your About Page — Starting Today
If you want your About page to actually support business growth, clean this up immediately:
❌ Third-person writing Unless you’re a corporate brand, write in your own voice.
❌ Random fun facts If your iced latte obsession doesn’t serve your client, cut it.
❌ Generic jargon Phrases like “empowering women to live their best lives” sound pretty — but mean nothing.
❌ Credential overload You don’t need to list every certification. Keep it relevant.
❌ No CTA This is one of the biggest mistakes I see on websites.
❌ Too much backstory Focus on the turning point — not your entire life timeline.
Quick test: read your About page out loud. If you get bored, your reader definitely will.
Your 30–60 Minute About Page Audit
If you’re willing to do a little work this week, here’s a simple exercise:
Ask yourself:
Does my first sentence speak directly to my ideal client?
Does my story serve her, not just me?
Is my faith woven in naturally?
Is there a clear next step?
Am I speaking to her transformation, not just my experience?
Start small:
Rewrite your opening paragraph
Trim the fluff
Clarify your CTA
You don’t need it to be perfect — but it is time to at least give it a little refresh.
A Final Word
Your About page isn’t “just another section” of your site.
It’s where a woman lands, reads, and decides:
Can I trust her?
Can she help me?
Does she actually get it?
When you speak directly to her — connection happens.
That’s when your website becomes more than just pretty pages.
It becomes a solution. A safe place. A signal that she’s found what she’s been looking for.
She’s already on your site. Now give her a reason to stay.
You’ve got this.
If you’re reading this and thinking, “I know my website could be doing more, but I’m not sure where to start,” you don’t have to figure it out alone. I work with faith-driven entrepreneurs who want their online presence to actually support their business — not just look pretty. If you’re curious whether we’d be a good fit to work together, head over to
JanTouchberry.com
and schedule a time to chat. We’ll take a clear look at where your site is now, where you want it to go, and whether I’m the right partner to help you get there.
