If your Home and About pages aren't converting the way you hoped, the problem might not be your design. It might be that you're answering the wrong question.

1. Do a quick self audit.

If your Home and About pages are centered around the story of how you got here, your background, your credentials, the winding path (sorry, but snooze fest!) or big paragraphs that read like resumes, you're probably solving the wrong problem.

Potential clients usually aren't asking "How did they become this?" They'd rather know, "Why does this matter to me?"

Ever wondered why there are so many beautiful, trendy, cool sites that aren't converting? I suspect it's partly because they're solving the wrong problem. The language focuses on them, not their clients. It all starts with honing in on what your client actually needs, and developing your brand messaging around that.

2. Ask the right questions.

When I'm writing for a client, I ask myself: what are they facing right now that's holding their business back? What does success mean to my client? What's the real call to action here? How do their services speak to this issue Write about that, and then narrow it down even more.

3. Remember your "why."

The goal is to give viewers an immediate idea of not only why you're a trusted resource, but why your experiences directly translate to what you can offer them. That's the connection people are looking for. Not your resume, but why you are a relevant voice in this industry.

4. Share it strategically.

Once you've written the copy, placement matters. A quick rule of thumb: your Home page is a great space to show clients that you deeply understand their problems. Your About page is where you make it clear what changes when they work with you. Those are two different jobs, and they deserve two different approaches.

5. Zoom out to see the big picture.
People hire you because of your vantage point. On your website, this should come through as statements and stories that say, "I see where you are" and "I know how to get you somewhere better."

And there you go! You're well on your way to having much more compelling and dynamic web copy.