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The second-most visited page on your website is your About page. If that scares you, you need Master of About Pages.

The greatest trick the About page ever pulled was convincing the copywriter it wasn’t important.

Seriously. About pages are among the most-visited web pages on a website. 

Which means it would be foolish of a company to leave their About page unoptimized. Still, most companies don’t. Which is great news for you IF you know how to turn your About page into your company’s competitive advantage 🙂

Enter: Master of About Pages.

See how to write About page copy, step by step, so you can engineer your About page to grab your one reader’s attention. And build the trust that turns ‘em into a buyer.

Dramatic confidence improvement or your money back.

Get the training that’s trusted to uplevel careers at Fortune 500s and startups alike, including:

“I don’t know what to write about our business.”

- Every person ever, tasked with writing an About page

Scenario: “Write About page” gets added to your Asana. Deadline: Friday of this week.

What should you do next?

Many copywriters, marketers and founders might find themselves in a “cool cool cool… ummmm… I don’t know what to write” tailspin.

Maybe you start with a Google search… and pull up articles like “25 Best About Us & About Me Page Examples + 5 Templates” and “How to Write a Killer “About Us” Page”… but nothing that truly walks you through the process of writing your About page, step-by-step.

Or you might look at your competitors’ About pages… only to see the same old “by the numbers” and BO-RING value statements that – don’t get us wrong! – are important for your team to know. But mean practically nothing to a prospect who’s sitting quietly on the fence, waiting to see something – anything! – that’ll help them jump off the fence and run towards the right decision.

Or perhaps you’re writing for a brand-spankin’-new startup and the founder you’re writing for has an impressive career that relates directly to their offer…  but listing out ALLLLLLL those accomplishments sounds just a wee bit brag-tastic.

Writing an About page shouldn’t be ^^ this ^^ smorgasbord of guesswork. Because:

About pages are often one of the most-visited pages on a website. Which means the lowly, unassuming About page is likely to be a page your future customer visits on their path to purchase. So it would be foolish of a company not to optimize their About page.

Still, most companies don’t optimize their About page. Which is great news for you 🙂


In a crowded market — where few products and services are truly unique — your About page is the perfect place to differentiate yourself, your team or your company from the competition. So you can grab your reader’s attention. And build the trust that turns them into a buyer. 

With Master of About Pages, you’ll get an easy-to-follow About page workbook with a step-by-step process. So you can get out of your own way. And finally write an About page that helps you turn readers into leads (and leads into buyers).

From the founder of Rocket Fuel Strategy:

Betsy Muse helps growth-stage entrepreneurs get out of their own way so they can build resilient businesses designed to adapt to life’s changing circumstances.

Through programs like Get Focused AF, The Arena and the Biz Growth Incubator, Betsy has helped hundreds of entrepreneurs focus on the processes that will get them to their goals.

Betsy hosts the podcast, Radically Resilient, and the Lead Gen Liftoff Summit. She co-hosts the podcast, Yes But However.

Swipe-worthy examples. No guesswork required.

“In Master of About Pages, Betsy breaks down the 11 sections of an About Page, spells out your options for completing those sections and gives swipe-worthy examples for each section so you know what to aim for.

The course also walks you through the different types of closes you can use on an About Page, and how to decide which one to go with based on your situation and goals.”

Dr. Mimi Zhou
Conversion copywriter

With Master of About Pages in your toolkit, you can confidently tackle every About page and bio request, no matter the type of business you’re writing for, including:

“Master of About Pages is basically the ‘build your brand’ starter course.”

“Master of About Pages is so much more than a how-to for writing high-impact about pages. 

This course is literally where copywriters (and other contractors) need to start when they write their own websites. It’s basically the ‘build your brand’ starter course – now with core messaging that you can use again and again on social media and everywhere that fine freelancing is pitched.”

Greta Klaas


“How long before I have an About page I actually want our future customers to read?”

… and answers to other smart questions:

The easy answer is: 

Much faster than with everyone’s not-so-favorite trial and error approach.

Our students have seen huge lifts in conversion rates, signups, sales, and more after only watching a handful of videos.

That said, how quickly you see results will depend on certain business factors – things like: whether or not you’ve found product-market fit, whether or not you’re actively marketing, how many subscribers you have, etc.

For example, an ecommerce company actively driving high-quality traffic to their website could see results shortly after publishing their new About page. 

On the other hand, a brand-new service provider with less than 1000 website visitors per month may need a few months to see results from a new About page.

Regardless of where you are now, Master of About Pages shows you exactly what steps to take with your copy to confidently publish your next – or newest– About page. All in a surprisingly short timeframe.

Not here. Our goal is to give you the highest possible ROI right out of the gate – ideally within hours or days.

That means, we don’t hold your lessons hostage, dripping new modules out over weeks or months.

You get FULL access to everything in Master of About Pages the second you wrap up your enrollment on the next page.

No waiting. No slow-drip BS.

If you don’t feel like you’re any closer to writing winning copy, simply send an email to within 7 days of joining and we’ll refund every dollar of your initial payment.

You can check out securely online using your favorite credit card, Google Pay, Apple Pay or Paypal.

You’ll get: 

  • 17 bite-sized step-by-step lessons that walk you through researching, planning, writing and editing your About page (with transcripts). 
  • Plenty of over-the-shoulder tutorials, so you can see what, how and WHY Betsy writes About page copy the way she does. 
  • PLUS! The auto-populating About Page Workbook to help you breeze through researching, planning, writing and editing your About page. Easy-peasy lemon squeezy.

And after Master of About Pages, you can confidently click “Publish” on your About page because you:

  • Identify your one reader’s biggest objections, so you can plan to strategically overcome these objections on your About page (lesson 2)
  • Use the About Page workbook to plot your customer-related details AND your brand and offer-related details, so you can move faster towards writing a page that satisfies the needs of your one reader. Without confusing them with irrelevant details.
  • Plan and execute a conversion-boosting close on your About page, using 3 simple questions to match your closing section to your one reader. (Most About pages fail to do this!)
  • Use one simple framework to outline your about page (you likely already know – and use! – this framework, but haven’t seen it applied to About pages).
  • Know how – and how not – to write the most critical part of your About page, so it connects with your reader. And inspires them to keep reading.
  • Add the “You-Centric to Me-Centric” formula to seamlessly write transitions in your body copy. (Most folks say this is the hardest part of writing About pages. Even if they’re a pro copywriter!)
  • Write bios and team sections that your reader actually wants to read, with business-specific training for service providers, software and ecommerce teams.
  • Use one simple yet powerful trick for weaving your brand values and mission onto your about page. Without the traditional Values and Mission content blocks that readers skim over.
  • Place proof bars strategically throughout your about page, so they actually build trust with your one reader.
  • Write a close that truly sells your reader on saying “yes” to your on-page offer (lesson 14).

All with a full 7 days to test-drive it all, risk-free.

You shouldn’t lose exciting prospects to boring About page copy. See how to share your awesomeness with the world.

With Master of About Pages, you get everything you need to research, plan, write and edit an About page engineered to connect with your prospect. And turn them into a warm lead. Including:
And take a full week to test-drive your course, risk-free.

Demystify About pages. Fire the fluff. Create a page that connects. And converts.

“Master of About Pages demystifies writing about pages and teaches how to write a powerhouse of an about page that makes your customer the hero of your story. Fire the fluff and forget the flatter, and learn how to create an About Page that connects and converts.”

Paula McConnell
Seva Digital