Think about the last time you instantly clicked with someone. Chances are, they shared something real with you – maybe it was a struggle they overcame, a lesson they learned, or a passion that keeps them going. Their authenticity in sharing these things with you led to something magical that made you feel close to them. They were genuine and vulnerable and that’s exactly what made them real in your eyes.
The same thing goes for attracting and connecting with clients online. When someone lands on your About page, they’re not just scanning for credentials or achievements. They’re looking for resonance – that moment where they think, “Yes, this person gets it.” She understands what I’m going through.
I learned this lesson the hard way, and today, I’m going to show you how to transform your About Page from a boring biography into a client-connecting powerhouse.
Find Common Ground
Have you ever heard the phrase, “Birds of a feather flock together”? Well, they do. We’re drawn to people who share our struggles, understand our challenges, and have walked similar paths.
Let me share a moment that taught me an invaluable lesson about human connection. Fresh out of college, armed with my Political Science degree. I found myself in an interview for a Human Resources Assistant position. If I’m being completely honest, my enthusiasm level was somewhere between lukewarm and cold coffee. It wasn’t exactly the prestigious career launch I’d envisioned for myself.
The interviewer was an imposing figure – a tall man who initially struck me as rather stern and unapproachable. As he scanned my resume, his expression shifted. He’d noticed something: we’d attended the same college and shared the same major. In that instant, the energy in the room changed. He cracked a smile, and suddenly we weren’t in a formal interview anymore – we were two Poli Sci grads reminiscing about campus life. We swapped stories about professors we’d had, debated about challenging classes, and shared a laugh about our college mascot, the Titan. That shared experience bridged the gap between us, transforming what could have been a stiff, formal interview into an engaging conversation between two people who’d walked similar paths.
Did I get the job? Of course I did. But I got something far more valuable that day – a profound understanding of how shared experiences can instantly break down barriers and create genuine connections. That interview taught me that beneath our professional veneers, we’re all just people looking to connect with others who understand our journey.
Your About Page is for Sharing (Your Story)
The same holds true online. When you dare to share your real journey – complete with its stumbles and victories – you’re not just documenting your past. You’re creating a way for your ideal clients to see themselves in your future. You’re saying, “I’ve been where you are, I understand what you need, and here’s how I can help you get where you want to go.”
Shared experiences bring out our common ground, but honest vulnerability is the bridge that strengthens these bonds. Sharing your story, the ups and downs, the wins and losses, helps people see you as a real person, not some stranger online. It’s like building a bridge between you and your potential customers. When they see you’ve been through what they’ve been through, they feel a connection.
This kind of authentic connection can’t happen if you’re hiding behind a wall of professional achievements and carefully sanitized success stories. It can’t happen if you’re trying to be all things to all people. And it definitely can’t happen if you’re afraid to show who you really are.
This is why vulnerability isn’t just a nice-to-have – it’s the bridge that connects your experience to your audience’s needs. When you share the messy middle of your journey, warts and all; the doubts you overcame, or the lessons you learned the hard way, you’re giving permission for others to see themselves in your narrative. You’re creating that same magical connection that happens when you meet someone and think, “Finally, someone who understands.”
Being Vulnerable is Not Weakness
But let’s address the elephant in the room, shall we? Being vulnerable is not a weakness. In fact, it’s quite the opposite.
Think about it. It takes real courage to share your journey authentically – to talk about the times you stumbled before finding your footing, the lessons that humbled you, and yes, even the victories that make you proud. Each experience, from the daily challenges to the breakthrough moments, has shaped who you are and how you serve your clients.
When you’re candid about these experiences, you’re not just telling your story. You’re creating a space where potential clients can see themselves and their own journeys reflected in yours. You’re saying, “I’ve walked this path, I understand its challenges, and I can help guide you through them.”
This kind of authentic sharing isn’t about oversharing or trauma dumping – it’s about thoughtful transparency that builds genuine connections. It’s about showing up as your full self, with all the wisdom and war stories that make you uniquely qualified to serve your clients.
By being vulnerable, you’re inviting potential clients to feel a sense of belonging and understanding. They’ll see you as a real person who has faced similar challenges and can offer genuine support. This connection is essential for building trust and fostering long-lasting relationships in the business world.
What Vulnerability Is (And Isn’t) On Your About Page
Let’s clear something up: being vulnerable doesn’t mean turning your About page into a diary entry or a therapy session. It’s about thoughtful transparency that builds bridges between your experience and your audience’s needs.
What Vulnerability Is:
- Sharing relevant struggles that shaped your expertise “My journey into productivity coaching started after my own burnout in 2019. Rebuilding my work life taught me what really works – not just what looks good on paper.”
- Acknowledging the learning curve in your industry “I’m constantly amazed by how much the SEO landscape changes. Every Google update is a new puzzle to solve, and I love taking my clients along on that learning journey.”
- Being clear about your values and what you stand against “I don’t believe in growth at all costs. After seeing too many businesses sacrifice their soul for scale, I committed to helping companies grow sustainably.”
- Showing your human side through specific details “I do my best strategic thinking during my 6 AM walks with my rescue dog, Miley – who has an uncanny ability to pull me away from my desk exactly when I need a fresh perspective.”
What Vulnerability Isn’t:
- Trauma dumping or sharing unprocessed experiences ❌ “My last business partnership ended in a messy legal battle that still keeps me up at night.” ✅ “Learning to navigate business relationships taught me the importance of clear contracts and open communication – lessons I now share with all my clients.”
- Apologizing for your expertise or success ❌ “I know I’m not as qualified as some other consultants…” ✅ “My unconventional path to consulting – through startup failures and corporate burnout – gives me a unique perspective on business challenges.”
- Oversharing personal details that don’t serve your audience ❌ “Let me tell you about all my relationship drama…” ✅ “Balancing client work with family life has taught me the power of efficient systems – knowledge I use to help other busy professionals.”
- Playing the victim or dwelling on past failures ❌ “The industry is so unfair and making it is nearly impossible…” ✅ “Every industry challenge has pushed me to innovate and find creative solutions – skills I now use to help my clients overcome similar obstacles.”
The key is to share experiences that:
- Demonstrate your journey to expertise
- Show your understanding of client challenges
- Highlight your problem-solving approach
- Build genuine connection through shared experiences
Remember: Vulnerability isn’t about exposure – it’s about connection. Share the parts of your story that help others see themselves in your journey and understand how you can help them with theirs.
In her book, Daring Greatly, Brene Brown argues that vulnerability is the cornerstone of authentic human connection. By being open, honest, and authentic, we create a space for others to feel seen, heard, and known.
“When we dare to be vulnerable, we give ourselves the chance to be seen, heard, and known. And when we’re seen, heard, and known, we’re more likely to connect with others on a deeper level.”
Brene Brown
Share the messy parts of your journey. Talk about the pivot that changed everything. Admit what you’re still figuring out. These aren’t weaknesses – they’re proof that you’re human, that you’re growing, that you’re real.
From Stranger to “Jane Next Door”
When you dare to be transparent and real online, people who share your values will start to identify with yours. You will appear more like Jane next door rather than a stranger.
This happens for several reasons
1. The Mirror Effect
When people see aspects of themselves in your story, their brains literally light up with recognition. It’s like finding out your neighbor also struggles with 3 AM entrepreneurial anxiety or gets too excited about new project planning tools. These small moments of “me too!” create powerful bonds of understanding.
2. The Trust Trigger
We’re naturally wired to trust people who remind us of ourselves or who we’d like to become. When you share your journey – including the stumbles and recoveries – you become both relatable and aspirational. You’re not just a success story; you’re proof that their goals are achievable.
3. The Authenticity Advantage
In a world of carefully curated online personas, authentic sharing stands out like a handwritten note in a stack of spam mail. When you talk about real experiences – like how you developed your unique approach after a project went sideways, or why you’re passionate about doing things differently – you become memorably real.
4. The Vulnerability Loop
When you share authentically, you create a safe space for others to do the same. It’s like when one person at a meeting finally admits they’re struggling with a challenge, and suddenly everyone else feels comfortable sharing too. This mutual openness builds deeper connections than any polished presentation ever could.
5. The Value Alignment
When you’re clear about what matters to you – whether it’s sustainable business practices, work-life balance, or radical honesty in marketing – you attract people who share these values. These aren’t just clients; they’re people who believe in the same things you do.
Think about it like this: When you move to a new neighborhood, who do you connect with first? Usually, it’s not the person with the perfect lawn and impeccable facade. It’s the neighbor who waves at you from their messy garden and jokes about their ongoing battle with weeds.
They’re real. They’re relatable. They are approachable.
Your About page can create this same sense of neighborly connection. But it only works when you’re willing to be that authentic neighbor, not the one hiding behind a perfect facade.
When people see that you’re a real person with real experiences, they’re more likely to trust you. They’ll feel like they’re not just dealing with a business, but with someone who understands their struggles and can offer genuine support.
To enhance your “About” page, share stories that resonate with your target audience, be honest about it, both good and bad, and show that you understand your clients’ challenges.
Create a neighborly feeling on your About page:
Share Your Daily Reality
Instead of: “I’m a dedicated professional with years of experience…”
Say: “You’ll often find me at my local coffee shop, headphones on, helping clients navigate their business challenges while trying not to spill my third oat latte of the day. Some of my best client solutions have come from these caffeine-fueled strategy sessions.”
Create “Over the Fence” Moments
Instead of: “I specialize in helping businesses optimize their operations…”
Say: “Remember that feeling of trying to do everything yourself in your business? I spent two years drowning in to-do lists before discovering the systems that changed everything. Now I help other business owners avoid that overwhelming season I know all too well.”
Show Your Human Side
Instead of: “I maintain a strong work-life balance…”
Say: “Full disclosure: I block out Wednesday afternoons for my kid’s soccer games, and I’ve been known to send brilliant ideas at midnight (but don’t worry – I don’t expect responses until normal business hours). These aren’t just schedule quirks; they’re reminders that we’re all human, trying to build successful businesses while living full lives.”
Make It Personal (But Purposeful)
Instead of: “I’m passionate about digital marketing…”
Say: “My journey into digital marketing started with trying to help my mom’s small bookstore survive during lockdown. That experience taught me that marketing isn’t just about metrics – it’s about helping real people with real dreams reach the customers who need them.”
Build Community Through Shared Values
Instead of: “I believe in delivering results…”
Say: “I believe business can be both profitable and ethical. Like many of my clients, I got tired of seeing manipulative marketing tactics and decided to prove there’s a better way. If you’ve ever thought ‘there must be a more honest way to do this,’ you’re my kind of person.”
Be Clear About Your Quirks
Instead of: “I’m detail-oriented…”
Say: “Fair warning: I’m the kind of person who gets excited about spreadsheet formulas and color-coded project boards. My clients either love this about me or learn to appreciate how my ‘helpful organization suggestions’ make their businesses run smoother.”
The magic happens when you stop trying to be the perfect professional and start being the helpful neighbor. Just like you’d trust Jane next door to water your plants while you’re away because you’ve seen her lovingly tend to her garden, people trust you with their business because they’ve seen glimpses of who you really are.
This approach:
- Makes you memorable in a sea of generic professional bios
- Attracts clients who appreciate your authentic style
- Repels those who wouldn’t be a good fit anyway (which is actually a good thing)
- Creates the foundation for longer, stronger client relationships
Want to see how this works in practice? Let’s break down some specific examples for different industries…
The Trust Equation: What Your Potential Clients Really Look For Online
They’re looking for someone who:
Relates to their struggles based on personal experience. It’s not enough to just list solutions – people want to know you’ve walked in their shoes. When you share your own journey through similar challenges, you transform from a service provider into a trusted guide who truly understands the terrain.
Is genuinely passionate about solving their problems. This isn’t about claiming you’re “passionate about delivering results” (who isn’t?). It’s about showing why you care. Maybe you experienced the same pain points and vowed to help others avoid them. Maybe you discovered your calling through an unexpected failure. Share that story – it’s what makes your passion believable.
Is honest about their limitations and willing to learn. Counter-intuitive as it might seem, admitting what you don’t know actually increases trust. It shows you value truth over appearing perfect. When you’re transparent about your boundaries and ongoing learning journey, clients trust you’ll be honest about everything else too.
Is authentic and true to themselves. In a world of polished online personas, authenticity stands out like a lighthouse in the fog. People can sense when you’re putting on a performance versus showing up as yourself. They’re drawn to those rare individuals who dare to be real.
This is the real trust equation: Authenticity + Vulnerability + Competence = Trust.
But here’s what makes this equation truly powerful: when you nail these elements, something magical happens. Potential clients stop comparing your prices or obsessing over your years of experience. Instead, they reach out saying things like, “I feel like you really get it” or “Your story resonated with me so much.”
That’s because they’re not just hiring your skills – they’re choosing to work with you because they trust you as a person. They believe in your ability to help them not because of your impressive credential list, but because you’ve shown them who you are and what you stand for.
Notice how two-thirds of this equation has nothing to do with your technical skills or certifications. Yet most About pages focus almost exclusively on credentials, missing the crucial emotional components that actually drive connection and trust.
The Risk of Playing It Safe
You might think keeping your About page strictly professional and polished is the safe choice. After all, isn’t that what “serious” businesses do? But in today’s digital world, playing it safe might be the riskiest move of all.
Becoming Forgettably Professional
When you stick to the standard professional script:
- “20+ years of experience”
- “Dedicated to excellence”
- “Results-driven professional”
- “Passionate about delivering value”
You become another face in the crowd. These phrases are so overused, they’ve become invisible. Your potential clients have seen them countless times before, and their eyes glaze over. In trying to sound professional, you’ve become forgettably generic.
The Trust Paradox
Here’s the irony: by trying to appear perfectly professional, you actually become less trustworthy. Think about it – do you trust someone who never admits to challenges? Who presents a flawless human? Neither do your potential clients. They know success isn’t a straight line, and they’re suspicious of anyone who pretends it is.
The Missed Connection Cost
When you hide behind professional jargon and carefully curated success stories, you miss the chance to create real connections. Those “me too!” moments that turn visitors into clients? They can’t happen if you’re not showing your real self.
The Authenticity Gap
In an age where authenticity is currency, polished perfection can actually damage your brand. Today’s clients have finely-tuned BS detectors. They can sense when you’re holding back, when you’re trying too hard to maintain a “professional image.” And they’ll keep scrolling until they find someone who feels real.
The Wrong-Fit Trap
Playing it safe attracts safe clients – ones who make decisions based on bullet points and credentials alone. But are these the dream clients you really want to work with? The ones who energize you and value what makes your approach unique? Probably not.
The Real Safety Net? Being Real
The truth is, authenticity is your best protection against irrelevance. When you share your real story:
- You attract clients who resonate with your journey
- You repel those who wouldn’t be a good fit anyway
- You build stronger, longer-lasting relationships
- You stand out in a sea of polished but forgettable professionals
Think of it this way: in a world of stock photos and corporate speak, being real isn’t just refreshing – it’s revolutionary. Your quirks, your journey, your authentic voice – these aren’t liabilities to hide. They’re assets that make you memorable and trustworthy.
The Real Risk?
The biggest risk isn’t sharing too much of your authentic self. It’s sharing too little and becoming another forgotten tab in someone’s browser.
Because here’s what really happens when you play it too safe:
- Potential clients can’t connect with you
- They can’t remember you
- They can’t trust you
- And most importantly, they can’t choose you
When you hide behind professional facades and carefully curated personas, you become forgettable. Worse, you become untrustworthy. Because if you can’t be real about who you are, how can clients trust you’ll be real about anything else?
Making the Shift
Start by asking yourself:
What parts of my story am I afraid to share?
What struggles have shaped my approach to my work?
What makes me different from others in my field?
What do I wish clients knew about working with me?
The answers to these questions are the foundation of an About page that connects, converts, and builds lasting trust.
The Bottom Line is This:
Your About page isn’t about impressing people – it’s about connecting with them. And real connection happens when we dare to be vulnerable, to be human, to be real. So take down that wall of achievements. Replace it with your story, your truth, your heart. Because at the end of the day, people don’t work with credentials. They work with people they know, trust, and believe in.
And they can’t know, trust, or believe in someone who’s hiding behind a perfect facade.
