How to Craft a Compelling “About Page” That Turns Every 1-in-3 Reader into a Subscriber

Plus template inside...and why Most Creators Get Their ‘About’ Page Wrong

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Today, I’m going to show you how to finally nail your about page—and convert every 1-in-3 visitor into a subscriber.

Hey Creator,

Your About Page isn’t just a formality—it’s the key to turning curious visitors into loyal subscribers.

Here’s the secret:

When someone stumbles onto your Substack publication, what’s the first thing they do?

They check out your "About" page.

It’s like the handshake before a deal.

Here’s the kicker: your About page isn’t about you. It’s about what you can do for your reader.

Let’s get actionable here.

Let’s craft an About page that converts curiosity into commitment—and turns visitors into loyal subscribers.

1. Start With Their Problem, Not Your Introduction

Most people kick off their About page with, “Hi, I’m [Name]...” Wrong move. Lead with the pain your reader feels.

Here’s an example:

• Instead of: “Hi, I’m Sarah. I’ve been writing for years.”

• Say: “Marketing your small business feels like climbing a mountain barefoot. I’m here to make it easier.”

You’ve just made your reader feel seen. And when they feel seen, they keep reading.

Here’s your action step:

Jot down the biggest problem your newsletter solves. Write it as if you’re speaking directly to a frustrated reader.

2. Tell A Story, But Keep It Relevant

People remember stories, not resumes.

But here’s the key: Your story isn’t about bragging; it’s about relating.

For example:

• Don’t say: “I’ve been writing for 10 years.”

• Say: “I used to spend hours on marketing strategies that didn’t work. Then I found three game-changers. Now, I’m sharing them with you.”

This makes your story centred on the reader’s transformation, not your accolades.

Here’s what to do:

Answer these questions:

• What moment led you to create this newsletter?

• How does that moment connect to the problem your reader faces?

3. Focus on Benefits, Not Features

Here’s where most people go wrong:

They list what they do, not what the reader gets.

• Instead of: “Weekly updates on business tips.”

• Say: “Every week, you’ll get 3 bite-sized tips you can use immediately to grow your audience.”

Paint the picture of their life after they subscribe. Will they feel more confident? Finally, get more clients? Turn readers into paying customers? Tell them.

Your action step:

Write down the transformation your newsletter offers. Turn it into a sentence that starts with, “After subscribing, you’ll...”

4. Add Social Proof (Even If You’re Just Starting)

People trust what others trust. If you have testimonials, subscriber numbers, or media mentions, show them off here. It’s justified…hahaha

• Example: “Join 1,500+ entrepreneurs who use my strategies to grow their businesses.”

• No numbers yet? Say: “I’ve helped dozens of friends and colleagues double their sales—and now I’m sharing those tips here.”

Your action step:

List any proof you can share—even if it’s small (e.g., a great comment from a reader). Start somewhere.

5. Include a Bold Call to Action (CTA)

The best About pages end with a clear invitation.

Don’t let them guess what to do next.

• Instead of: “Subscribe if you’re interested.” So boring..hughggg

• Say: “Want to stop struggling with growing your audience? Subscribe now and get your first strategy today.”

Your CTA should be action-oriented and benefit-driven. Bonus points if you add urgency (“Don’t miss next week’s strategy drop”).

Here’s what to do: Write a CTA that:

1. Highlights what they’ll gain.

2. Pushes them to act immediately.

Questions other readers like you are asking:

How do I measure the success of my About page?

Track your conversion rate—the percentage of visitors who become subscribers after viewing the page. Use analytics tools like Google Analytics or Substack’s built-in insights to monitor visitor behaviour. High engagement time and a high opt-in rates also indicate success.

Should I include images or visuals on my About page?

Yes! Visuals boost engagement. Use a professional photo, your logo, or an illustration that reflects your brand personality. Infographics or icons can also make your content more scannable and visually appealing, keeping readers hooked.

Does your About Page have the following?

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Here’s Your Guided Template to Create the Perfect About Page

Let’s get tactical. Answer these prompts to create a killer About page:

[Headline: Your Core Promise]

• What problem do you solve? Write it in one sentence. Example: “Marketing Made Simple: 3 Weekly Tips to Grow Your Audience.”

Step 1: Address Their Pain

• What’s the biggest frustration your reader faces?

• Write a sentence starting with: “You’re struggling with...”

Step 2: Share Your Journey

• Why are you the person to solve this problem? Share a turning-point moment from your story.

Step 3: Highlight the Benefits

• How will your reader’s life improve? Write: “Each week, you’ll get...”

Step 4: Add Social Proof

• What proof can you share? (Numbers, testimonials, or even your mission.)

Step 5: Call to Action

• What should they do next? Write: “Ready to [solve their problem]? Subscribe now.”

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See my About page here for inspiration:

That’s it.

With a bit of focus and these steps, your About page can go from forgettable to unforgettable.

Remember:

Readers don’t want to know everything about you. They want to know what’s in it for them. Write with them in mind, and they’ll stick around.

Your turn

Share your publication link in the comments below let’s see your About page.

I will make suggestions of things to adjust to convert every 1-in-3 reader to a subscriber.

Until the next issue…

Chat soon.

Philip.

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