If you want to learn how to build an About page in WordPress that's designed to engage with your audience and get them to convert...

This is the guide for you.

Be honest: How much effort did you actually put into building the About page on your website? Do you even have one? 

The importance of having an about page is underrated.

It's one of the most visited static pages on your website -- and it's a prime conversion-generating opportunity.

We've created a step-by-step guide to help you edit your About page in WordPress, or build a new one from scratch.

Sounds interesting? Keep reading!

Why Create an About Page on Your Website?

Your potential customers need to feel they can trust you before they commit to purchasing from your business.

They can’t trust you if they don’t know who you are.

Think of it this way:

Would you purchase a product from a website that provides no details on the business owner or team behind the business? Probably not.

The same goes for your potential customers.

People want to put a face to a brand. They need to know that they’re dealing with a legitimate business that doesn’t have a problem with transparency. And that is why you need an About page.

Building an About page on WordPress allows you to share more about yourself, your business, and why you decided to start helping the people you do.

This plays an important role in setting your brand apart from your competitors and aligning your brand with like-minded people who are interested in buying your products and services.

How to Build an About Page on WordPress (the Easy Way)

If you’ve never designed an engaging About page, however, you might find it hard to design one for your website.

Luckily for you, you can follow this simple step-by-step guide to creating one that both you and your audience will love.

1. Download & Install Thrive Architect

Thrive Architect


Thrive Architect is the best page builder for WordPress – and you can get it at a great price.

When you buy Thrive Architect, you aren’t just getting pretty designs to make your website look good.

You get a drag-and-drop editor and landing page templates that have been designed to help you engage with your audience and convert them into paying customers.

In fact, they're the very same tools we use to grow our own business - if we use a tool, setting, or design feature then you deserve to as well!

And you have access to those same landing page templates with the same secret formulae we use to promote our products – which you get access to when you purchase Thrive Architect.

The best part?

No need to code. No complicated pieces to put together.

And it gets better…

If you use Thrive Architect as a part of Thrive Suite, you don’t need to break the bank by buying several other plugins for things like A/B Testing, pop-ups, and contact forms.

You can get these tools – and more – for a super affordable price.

Thrive Suite provides you with the best no-code tools for WordPress you need to not just build a conversion-focused landing page…

With this toolkit, you can build a thriving, online business.

To get started, head to the Thrive Architect or Thrive Suite sales page (notice our conversion-focused landing pages) and complete your purchase. 

Then, quickly install the plugin following this handy guide, and you can start creating your About page.

2. Create a New Page on WordPress & Select a Pre-Designed “About Page” Template

After you activate Thrive Architect, head back to your WordPress Dashboard.

Next, select the "+ New" button at the top of the page and choose "Page".


On the next screen, give your page a name and click the bright green "Launch Thrive Architect" button. 

Thrive Architect will give you a few options to choose from:

1. Normal Page

2. Blank Page with Header and Footer

3. Completely Blank Page

4. Pre-built Landing Pages

For this tutorial – and if you want to build a high-quality “About” page without the hassle of building it from scratch – select Pre-built Landing Pages.

I’ve chosen the “About” page template from Xpert, our companion theme for online coaches & consultants.

Our Smart Landing Pages are designed to help you create high-quality landing pages fast. So you get to save tons of time without compromising the quality of your website.

3. Customize Your Hero Section

The goal of your About page is to share more information on who you are, why you decided to start your business, and why your potential customers can trust you to help meet their needs.

A hero section is an important element of a successful online landing page – including your About page. It sets the tone for the rest of your audience’s scrolling experience.

So you must focus on using this section to grab your audience’s attention & connect with the inner goal they want to achieve.


All landing page templates in Thrive Architect include instructional text to guide you on what to write in specific sections of your page.

For your hero section, you should replace the placeholder text with a compelling one-line headline that immediately communicates who you help and how.

You must also replace the placeholder image in this section with a high-quality photo of yourself.

4. Showcase Your Expertise & Qualifications to Build Trust

After introducing yourself in your hero section, you should focus on gaining your audience’s trust.


Remember, they’re looking for someone they can trust to help them achieve a specific goal or solve a particular problem. If they’ve come to your “About” page, it’s possible that they’re seriously considering buying one of your products or services but want to be sure of who you are, first.

Adding your qualifications after your hero section is an effective way to prove that you have the credentials and know-how to help your customers.

Use this part of your About page to show off. Speak about the certificates you’ve attained, your years of expertise, and any other relevant details that put your abilities as a business owner in your industry in the best light. 

5. Share Your Personal Story & Core Values to Connect with Your Audience

This step helps you form a personal connection with your audience.

Sharing parts of your personal story makes it easier for your potential customers to relate with you – and it gives them a glimpse into the person behind your business.

Your personal story is also a powerful tool for differentiating your brand from your competitors. No one else has your story – and you can use that as an advantage.

Your core values, passions, personal pain points that led to your creating a solution…

All of these elements play an essential role in personalizing your brand and ensuring that you connect with the right potential customers. People who resonate with your experience and values are more likely to engage and support your business.

Now, sharing your story doesn’t mean you have to share deeply personal information about yourself – like things relating to your relationships, family life, health, etc. 

You can be vulnerable without oversharing.

Focus on sharing parts of your story that are relevant to your business, your personal mission, and why you want to help your customers.

Thrive Architect’s page and block templates include sections that allow you to copy and paste your story into your About page with ease. Each template gives you an opportunity to share your story in a different, creative way – from a design perspective.

6. Highlight One of Your Top-Performing Products

You can use your About page to generate sales, too.


Think of it this way: as your potential customer scrolls through your About page and continues to build trust and interest, the chances of them deciding to buy gets higher and higher…

And that’s why you should add a dedicated section to promoting one of your best-performing products. This could be an online course, book, coaching service, 1:1 session, etc.

7. Include Social Proof to Solidify Trust & Credibility

Social proof is key to strengthening your potential customers’ trust in your business.

Add a couple of testimonials to your About page to show your audience what your existing customers have to say about your business.

You can choose from Thrive Architect’s library of pre-designed testimonial templates to showcase your customers’ glowing reviews. 

Example of some of the testimonial blocks available in Thrive Architect


Tip: If you’re struggling to find the courage to ask for testimonials, read this guide to learn 5 effortless ways to add testimonials to your WordPress website and sales pages.

8. Add Links to Your Top-Performing Content to Encourage Your Audience to Engage

Your About page is also great for showcasing your best-performing blog posts, videos, and/or podcast content.


The best way to show your audience that you’re a thought leader they can trust is by showing them your work.

Use the Post List element in Thrive Architect to select the content on your website that you’d like to share on this page.

9. Include a Lead-Generation Form to Convert Interested Visitors into Leads

You can also edit your About page in WordPress to make it an ideal space to convert your site visitors into leads.

Some of your visitors might need more time before they’re ready to buy from your business, but they may be willing to opt into your mailing list.

Offer them a compelling lead magnet that's relevant to a goal they want to achieve, in exchange for their contact information.

You can use one of our lead-generation templates in Thrive Architect or purchase Thrive Leads, our lead-generation plugin, to access over 450 professionally-designed opt-in form templates designed to encourage your site visitors to convert.

Tip: Read this blog post to learn how to use gated content to grow your mailing list.

Next Steps: Is The Rest of Your Website Optimized For Conversions?

If you’ve followed this tutorial, you should have an impressive About page to engage with your potential customers, strengthen your connection with them, and bring them even closer to buying…

This is what we at Thrive call a “conversion-focused About page”. You’ve implemented all the necessary elements on your About page, to get your potential customers to convert into paying ones.

And now it’s time to look at the rest of your website and ask yourself, “Does this match the stellar About page I just created?”

Your website is the front door to your business and if that front door doesn’t look good or is hard to open or use, you’re going to lose a lot of potential customers.

Great content brings amazing results when it’s published on a clean website that looks great and is easy to navigate. 

Are there buggy parts of your website you’ve turned a blind eye to? When you load your site do you ever think, “This could look so much better but I’ll fix it later…”

If you’ve been nodding along as you read this, then you need to take a look at your business website and determine whether it’s helping or hurting your business growth

Here are four free resources to show you what a good business website should look like:

And if you feel like it’s time to make a change to your website, so you can finally reach your business goals, you should consider buying Thrive Suite.

Thrive Suite is an all-in-one toolkit that contains plugins, landing page templates, opt-in form templates, quiz templates and more; designed to help you create amazing content and make money from it.

If you've been thinking about building your own independent business and want to use high-quality tools for a crazy reasonable price - Thrive Suite could be for you.

Click here to learn more about Thrive Suite.

About the Author Chipo


Chipo is a content marketer, digital consultant, and seasoned freelancer with a keen interest in tech, marketing, and the future of work. She helps both graduates and solopreneurs set up their personal brands so they can thrive online. When she’s not working, she’s reading, dining out, and watching old seasons of Grey's Anatomy.

Get In Touch
>