How to Build a Credible ‘About’ Page for Your Consulting Business
Why the About Page Matters
Think about the last time you looked up a service provider. Maybe it was an attorney, a financial advisor, or even another consultant. You skimmed their homepage — and then, almost instinctively, you clicked on the About Page.
Why? Because before we buy, we want to know who’s behind the business. We want to feel connection, trust, and credibility.
For consultants, the About Page isn’t a throwaway bio. It’s one of the most important sales tools you have. In fact, for many consulting websites, it’s the second most visited page after the homepage. That means half of your potential clients are looking for proof of who you are and why they should trust you.
And yet, most About Pages fail. They’re either résumé-style timelines, corporate fluff, or walls of jargon that bore visitors and push them away.
This guide shows you how to build a consulting About Page that connects, converts, and makes your expertise unforgettable.
Why Consulting Is a Trust-Driven Business
Consulting isn’t a product. It’s not something people can touch, test, or try in a shopping cart. It’s a relationship built on trust and authority.
When clients hire you, they’re really buying confidence: confidence that you’ve solved this problem before, confidence that you understand their world, and confidence that you can deliver results.
That’s why the About Page is so critical. It’s not just “about you.” It’s about helping prospects answer the silent questions running through their head:
Can I trust this person or firm?
Do they understand challenges like mine?
Have they helped people like me before?
Why should I choose them over another consultant?
If your About Page doesn’t answer those questions clearly and quickly, you’ll lose potential clients at the moment they are closest to conversion.
Common Mistakes Consultants Make on About Pages
Before we look at what works, let’s expose the mistakes. Most consulting About Pages fail for a few reasons:
Too self-centered: Long lists of achievements, awards, or career history that feel like a résumé.
Too vague: Phrases like “We provide solutions for success” sound impressive but communicate nothing.
Too corporate: Stiff, jargon-heavy language that makes you sound distant instead of approachable.
Too generic: Stock photos, cliché values (“integrity, innovation, excellence”) that could belong to any firm.
Too long-winded: Entire pages of biography that never connect back to client outcomes.
The result? Visitors skim, yawn, and click away.
An About Page isn’t about proving you’re important. It’s about proving you’re relevant and trustworthy. And that shift in mindset changes everything.
The 5 Must-Haves of a Credible Consulting About Page
1. A Human Introduction
Start with warmth, not jargon. A conversational welcome sets the tone.
Example: “Hi, I’m Sarah Callahan. For 20 years, I’ve helped families navigate life care planning because I know firsthand how overwhelming it can feel.”
2. A Relatable Story
Your origin story matters — but only if it connects to the client. Explain why you care, what problem you saw, and why you started your practice.
3. Authority Proof
Credentials, certifications, years of experience, client logos, and media mentions all establish expertise. Authority builds confidence.
4. Your Process
Show you’re approachable and organized by explaining how you work in 3–4 steps. Simplicity removes friction.
5. A Call-to-Action
Always end with a next step: “Book Your Consultation,” “Download the Starter Guide,” or “Schedule a Discovery Call.”
These five elements transform your About Page from fluff to a conversion driver.
Industry-Specific Examples
Management Consulting
A firm shares its founder’s story of scaling Fortune 500 operations, backed by case studies showing measurable results.
Financial Consulting
An advisor highlights CFA/CPA certifications, but also includes a personal story: “I started this firm after helping my parents plan for retirement.”
IT Consulting
Instead of jargon, the consultant writes: “We’ve secured 200+ small business networks without enterprise-level complexity.” Then introduce their small team.
Marketing Consulting
A boutique agency shares creative roots but balances it with testimonials like, “Our campaigns increased lead flow by 30%.”
Career Coaching
A solo coach shares their own career pivot story and how it inspired them to help others do the same.
Each example blends human story + authority + proof.
Case Study #1: The Bland About Page
We worked with a mid-sized consulting firm whose About Page read like this:
600 words of industry jargon
Stock team photo
Generic mission statement about “delivering solutions for success”
We rewrote it by:
Starting with the founder’s story (“I started this firm after seeing too many companies fail at digital transformation…”)
Adding bullet points of measurable results (20% efficiency gains, $1M in cost savings)
Including testimonials from actual clients
Ending with a clear CTA: “Book a Consultation Today”
The results were immediate. Time on page doubled. Bounce rate dropped by 35%. Consultation requests went up by 40% in 90 days.
Case Study #2: The Solo Consultant
A career coach came to us with an About Page that read:
“I help professionals advance their careers.”
It was technically true but vague and uninspiring.
We reframed it to:
“After struggling to land a job in 2008, I learned how to master the hiring process. Now I help mid-career professionals land their next role in 90 days or less.”
We added a headshot, her story of resilience, and a client success story.
That single change transformed her positioning. Instead of random leads, she began attracting exactly the type of professional she wanted to coach. Her conversion rate doubled within months.
SEO Tips for Consulting About Pages
About Pages can (and should) rank. Here’s how to optimize yours:
Keywords: Use terms like “consulting firm About Page,” “consultant bio,” or “[your industry] consulting expert.”
Location signals: If local, mention your city/state (“Serving Dallas business leaders since 2005”).
Internal links: Link back to Services, Contact, and key blog posts.
External credibility: Reference associations, industry standards, or thought leadership articles.
Structured data: Add FAQ schema to boost AI and “People Also Ask” visibility.
Remember: your About Page isn’t just for people — it’s for search engines and AI crawlers that summarize your site.
A Practical Exercise for Consultants
Here’s a quick exercise to build your About Page in 15 minutes:
Write one sentence on why you do what you do (personal story).
Write one sentence on who you serve (specific audience).
Write one sentence on what transformation you deliver (measurable outcome).
Example:
“I started my consulting practice after seeing too many small businesses fail from poor financial planning. Today, I help entrepreneurs take control of their cash flow so they can grow with confidence.”
Now add:
Credentials: Your years of experience or certifications.
Proof: One testimonial or case study.
CTA: “Book Your Consultation.”
This creates a strong, client-focused About Page draft you can refine.
Bringing It All Together
Your About Page is not a formality. It’s a trust-building engine and one of the most powerful tools on your consulting website.
Most consultants treat it as a résumé or corporate overview. But when you use it to tell a human story, highlight proof of expertise, and end with a clear CTA, it becomes a conversion powerhouse.
Remember: consulting is a people business. Clients don’t just hire consultants — they hire people they trust. Your About Page is your chance to prove you’re the right person or firm for the job.
At Knapsack Creative, we help consultants build Squarespace websites that go beyond good looks. We use StoryBrand frameworks, on-page SEO, and human-focused copywriting to turn pages like your About section into client-winning assets.
👉 Book Your Live-Design Day and let’s make your About Page a credibility machine.
FAQs: Consulting About Pages
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Use first person if you’re a solo consultant (“I help…”) because it feels more authentic and approachable. Use “we” if you run a firm. Either way, make it client-centered: talk less about “what I’ve done” and more about “what I can do for you.”
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Aim for 500–800 words. Too short, and you won’t build enough trust. Too long, and people skim. If you have multiple partners, give each a bio subpage instead of cramming everything into one wall of text.
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Yes — but only those that build connection. Share why you started your practice, what you care about, or an experience that shaped your approach. Avoid irrelevant details that dilute your authority.
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Both. Story creates empathy, credentials create authority. Together, they close the trust gap. For consultants, this combination is unbeatable.
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Annually, or whenever your positioning changes (new services, new credentials, new markets). Outdated bios signal stagnation.
