Your About page is the second-most read page of your website.

And just like your home page, its primary purpose is to market your business. Which means it’s not really about you, but about your client.

It should make a connection, establish credibility, and compel your right-fit client to take action.

Sound like a lot? I’ve got you. Here are 12 ideas to get you started.

Your website visitors don’t care about how long you’ve been in business, your impressive background, or even all the wonderful features included with your service or product.

None of that is what motivates people to buy. Problem is, too many businesses focus on themselves in their website copy instead of their client.

Your website copy isn’t just your storefront—it’s the signage that gets people’s attention and directs them. It’s the tags on the products that explain the fancy features. And it’s the salespeople who help visitors find what they need and make an informed decision.

94% of your buyer’s journey occurs online before they ever inquire, which means your website has a big job to do. And where most business’ websites drop the ball? Is with their copy, because copy = sales. So here are 8 signs you’re ready to hire a website copywriter—plus 3 potential reasons you aren’t.