Situation: your ‘About You’ page is about you and not about your potential customer.
Solution: write your About You page from the perspective of your customer.
They are tuned into WIIFM and want to know whats in it for them.
Ironically an ‘about you’ page is NOT about YOU, it’s about them.
Word it so that it is clear how your background, your experience, your quals, your awards, your life experiences, your roles, your age, your location, your industry, your personality, your nationality, your hobbies…can benefit the prospect reading it.
Think of a dark cave…we are biologically wired to avoid scary places like a dark cave. We don’t go running in do we? Sharing about you on your website is like turning on a few lights in that ‘dark cave’. It helps your potential customer feel comfortable taking a step inside. They get to see things they can relate to and even like.