A strong About Page helps a visitor answer five questions: 1. Promise — Do I want this? 2. Plan — Do I understand it? 3. Proof — Do I believe it? 4. Presentation — Can I follow it? 5. Conversion — Do I want to join now? You do not need a wall of copy. You need the right information in an order that helps someone make sense of the decision. Read your page from top to bottom. At which of these five points is a visitor most likely to hesitate?

When someone tells you what they’re struggling with, the first thing they say isn’t always the real problem. Sometimes it’s just the part they can see. And if we build our offer or messaging around the symptom without understanding what’s underneath it, we can end up solving the wrong thing. For example: Symptom: “My community is quiet.” But underneath that could be: • New members don’t know what to do first • The prompts are too broad • Members don’t feel comfortable contributing yet • The promise attracted the wrong people • The content asks for more effort than members can realistically give Same symptom. Very different problems. And each one would require a different solution. Those are examples only. Now think about the person you’re trying to help: What is one symptom they commonly experience or complain about? Then go one level deeper: What do you think may actually be causing it? 👇 And if you’re not sure yet, that’s useful too — it might be a sign that you need to ask them more questions instead of guessing.

Fill in this sentence: “I help [specific person] who is struggling with [specific problem] move toward [specific result].” Keep it plain. You are not being graded on branding. If the sentence does not fit your build, write it your own way. The structure is only an example. Post your version below. Then read it once as if you were the person it describes and ask: “Would I recognize myself in this?” Return to this same thread with anything you decide to change.

Describe what you help people do without using: • Transform • Unlock • Empower • Elevate • Revolutionary • Game-changing You can use completely different words if those happen to be accurate for you. The point is not that these words are forbidden. The point is to see whether you can explain the result in language a real person would naturally understand. Drop your plain-language version below.

Big welcome to @Maria Montserrat! 👋 Maria — glad you found your way in. You’ve already started building, so you’re in that interesting stage where there’s something real to learn from instead of just ideas on paper. 😎 I’m curious: What are you paying the closest attention to right now as you figure out what to build around next? 👀 Glad to have you here, Maria! 😊