Are You Using Your Clients’ Real Words On Your About Page? Part 3 of 5

 A new business owner once told me:

“I don’t know why no one seems to ‘get’ what I do. I explain it clearly.”

So I asked how her clients described her.

She said they usually said things like:

• “You’re like my business therapist”
• “You help me untangle my ideas and turn them into a plan”

Then we looked at her About page.

It said:

“I provide holistic strategic solutions and personalized frameworks to support your entrepreneurial journey.”

Her clients would never type that into Google.

They’d search for:

• “business coach for new entrepreneurs”
• “help clarifying my business ideas”
• “someone to help me make a plan for my online business”

None of those phrases appeared anywhere.

Why your wording matters for humans and search

To make your About page more findable and relatable, you don’t need fancier language. You need familiar language.

When you use the actual words your clients think and say:

• They feel understood faster
• They’re more likely to stick around
• You’re more likely to match what they type into Search Engines

How to bring your clients’ words into your About page

Try this three‑step exercise:

1. Collect phrases
   Think about how people describe you when they refer you:

   • “She helps you get your first clients.”
   • “He helps you set up your whole online business.”

2. Guess their Google searches
   What would they type when they’re stuck?

   • “how to get first paying clients online”
   • “how to start an online coaching business”

3. Weave those phrases into your copy
   Add them to:

   • Your opening line
   • A short “Who I work with” section
   • The description of what you do

You’re not “stuffing keywords.” You’re matching your language to theirs so both humans and search engines can connect the dots.

Want help seeing your site the way your clients (and Google) see it?

If you’re not sure whether the words on your site match what your ideal clients are actually searching for, a Findability Review can show you.

I’ll review your main website, socials, and other media and create a Findability Score for you. Then we’ll meet in a recorded session to walk through what’s working, what’s missing, and what has to be done to get your content into the search engine catalog so you can benefit from the millions of clients looking online for solutions every day.

Call to action:
Find out where you are with a Findability Review.

Find out where you are with a Findability Review

More on SEO & Websites

Why Your About Page Matters More Than You Think (Especially When You’re New) Part 1 of 5

The First Line On Your About Page Matters More Than You Think - Part 2 of 5

SEO doesn't have to be a mysterious technical mountain