Who It’s For: Entrepreneurs, Senior Business Leaders, Managers, Sales Professionals, Female Leaders, and R&D, Innovation, DEI, and Other Critical Teams

Grab the Communication Guide

9 Steps to Writing an About Me Page that Converts to Sales

Darlene Hawley

I’m going to teach you how to make your “About Me” page work for you. Allowing you to grow your list, increase your community and get more clients.

Darlene Hawley, Personal Branding & Business Coach for  online service based business owners

9 steps to writing an about me page that converts to sales


My favorite place to learn about the people I’m interested in doing business with is by reading their story on their “About Me” page. This is the space where you can learn about who they are at the core, how they handle life and decide if you want to get to know them more and do business with them.


It’s all about getting to know, like and trust them.


I’m going to teach you how to make your “About Me” page work for you. Allowing you to grow your list, increase your community and get more clients.


It’s simple. In my 9-step process we will introduce ourselves, share what we do, uncover what your story is, connect it to your audience and give them the answers they need to start building a relationship with you.

Download the workbook


S tep 1- Welcome them in

Write a short sentence or two to make them feel comfortable.


Step 2- Tell them who you are and what you do

I love this one, it’s the perfect introduction weather your introducing yourself at a networking event, on social media or onto your website.


Hi, I am (Name) and I’m a (Insert Title). I help (who do you desire to help) to (what immediate struggle does your client need to overcome) by (what is your solution you provide) so they (clients big goal or dream).


Step 3- Share your story

It all starts with you. Spend some time thinking about you. What are 3 transition stories that you can share to help explain how you started your business. If you get stuck write the ending first, where are you at today, and work your story backwards. Always write in first person so that they can easily relate to you and your journey. If you find that you’re having trouble writing it out I suggest focusing on the key points of the transition.


Step 4- Connect it to your audience

Now that you have written your story out I want you to think about how the 3 stories connect to your audience. Make sure you have identified and researched who your target market is and what your audience is currently struggling with, what does their pain and pleasure points look like. Use their language as you share your story. Remember you want to make sure your audience can relate and see themselves in your journey. Pull your audience in by using words like, “Can you relate?” “Maybe you felt like I did.” Or “Are you ready?” Check out my story at: https://www.darlenehawley.com/mystory


Step 5- Professional Bio

Create a small professional bio on your “About Me” page, written in 3rdperson that you can use for interviews, or speaking opportunities. Having this built into your page, makes it easy for those that need to introduce you, as its readily available and can be pulled up from anywhere.


Step 6- Invite them to learn more

You’ve gotten them to your page, and they took the time to read about you and your story. So now you have the perfect opportunity to invite them over to check out your services or to schedule a call with you. What do you want them to do, give them a call to action (CTA), invite them to schedule a call, check out your offerings, connect on social media or download a gift?


Step 7- Give them a gift

I encourage you to have a free offer/opt in at the middle or end of your page that your audience can access right away. Allowing you the perfect opportunity to start developing a relationship with them. It’s so important to have their email so that you can share value, let them know about your programs and make sales.


Step 8- Share something fun

Give them a few details into your life that will make them feel connected to you. My favorite is “Top 10 Fun Facts about me,” you can make it just fun facts,or you can relate the fun facts to how it will help your audience


Step 9- Photos

Remember to use pictures of you or your products that are consistent with your brand that shows your unique personality.


Download my free workbook now. By the time your finished filling it out you will have written your “About Me” page and you will start attracting your ideal clients and start growing your business.


Ps. BONUS- Schedule a 20-minute Mini Session with me and I will review your About Me Page with you for free after you have completed the workbook. Send an email to darlene@darlenehawley.com to schedule now.


Pss. Let’s get connected? Join my amazing community Attract & Stand Out Brand Building with Darlene Hawley and start building authentic business relationships.




✨Ready to Own Your Story and Attract Your Dream Clients?✨

If you’re ready to stop second-guessing your message and start using storytelling as a powerful tool to connect, inspire, and sell—then I’d love to invite you to my It’s Time to Own Your Story: Mini-Course.

In this self-paced course, you’ll learn how to:
✔️ Identify the key moments in your story that captivate your audience.
✔️ Share your story in a way that builds trust and positions you as the go-to expert.
✔️ Use storytelling across your website, social media, and sales conversations to attract and convert more clients.


Plus, you’ll get a step-by-step workbook and personal feedback on your brand story—so you can start sharing with confidence.

Get Instant Access for just $47

10 Effective Communication Tips
Darlene Hawley, Personal Branding & Business Coach for service based entrepreneurs

Hey There!

I'm Darlene



As a mother, wife, connector, and dream builder, I’m Darlene Hawley, the founder of DarleneHawley.com and an Executive Leadership & Businesss Coach dedicated to empowering leaders like you.


My passion lies in helping ambitious professionals cultivate their unique leadership style while crafting an authentic and impactful personal brand. Through my coaching, we’ll work together to build a solid foundation that not only inspires your team but also drives results and growth within your organization.


Since 2007, I have been committed to guiding leaders and entrepreneurs in launching and scaling their businesses with confidence and clarity.


Today, I focus on supporting women in reaching their leadership goals and living their dream lives—all while balancing the joys of raising my family and creating meaningful memories each day.


Together, we’ll transform your challenges into opportunities, allowing you to lead with authenticity and inspire those around you.

By Darlene Hawley August 4, 2025
I was facilitating a one-day Speak Up & Influence team-building experiential training when I noticed her sitting quietly in the back of the room. She participated, but never fully spoke her mind, staying just under the radar, what I like to call "playing it safe". After one of the vocal empowerment activities, I walked over and said, “You know, the way you just helped your group reframe that challenge? That’s leadership. And I don’t think anyone’s told you lately... but you have a really powerful presence when you speak.” She blinked, stunned. Then smiled...a BIG cheesy grin. “Wow. I… don’t think anyone’s ever said that to me,” she said. “I thought I was just rambling.” That moment changed her energy and how she showed up the rest of the day. She spoke up more. She leaned in. She took more space. By the end of the day, she was laughing with her colleagues and, dare I say, being Bold and having FUN. That’s the power of being seen. Not liked. Not evaluated. Not coached. Witnessed. Witnessing Is Deeper Than Praise Recognition isn’t just about saying “good job.” It’s about creating space for people to feel seen in the room. And as an executive leadership coach, trainer, and speaker, I believe this is one of the most powerful tools we have. It’s part of why I teach the Step into Your Moxie® Vocal Empowerment Framework to help people speak with confidence and presence, And to help them feel safe enough to show up as unapologetically as themselves. The framework includes: Naming the Inner Critic Creating Psychological Safety Clarifying the Message Owning Presence Moving People to Take Action But none of that sticks if we don’t feel witnessed. The Real Role of Recognition in Leadership Recognition is not limited to annual performance reviews. It’s being in the moment with someone. It’s telling the truth of what you see... and helping them see it too. When we recognize someone for who they are, not just what they do, it creates: Trust Confidence Belonging Momentum It tells them, “You matter. Right now. Just as you are.” And for many people, that’s enough to shift everything. How Vocal Empowerment Starts with Being Seen I’ve worked with countless leaders who don’t need help with strategy... they need to be reminded they have a voice worth sharing. Their ideas aren’t the problem. Their presence is stifled by years of not being heard. And when someone finally says, “I see you. I hear you. I believe you have something valuable to say,”... they rise to the occasion. That’s what witnessing does. That’s what coaching is. And that’s what powerful leadership should include. My Truth About Leadership + Visibility I believe every single person deserves to be put in a position where they are the leader. But leadership is not one-size-fits-all. It’s not about being the loudest or most polished. It’s about being thoughtful about the right kind of visibility... and showing up unapologetically as yourself. We need more leaders who understand this. Who witness others without fixing them. Who show people what’s possible by being real, not rehearsed. How does it feel when someone truly witnesses you... not just your performance, but your presence? And who in your world could use that kind of recognition right now? Say it. Share it. Watch them light up. Try This: A Visibility Icebreaker That Builds Trust Here’s a simple, powerful exercise I love using to open workshops, team meetings, or small groups: Two Truths and a Lie: Leadership Edition Each person shares: Two true things about how they lead, speak, or show up One “lie” they used to believe about themselves Example: ✔ I’m a clear communicator ✔ I make people feel safe when I lead ✖ I’m not good at public speaking (← the old lie) This twist brings visibility and vulnerability together... without putting anyone on the spot. It allows people to own their growth and shift their inner critic by speaking it out loud. Try it. Let me know how it goes with your next team meeting. Coming Next in Part 4: Crafting Connection: Simple Rituals to Help You and Your Team Feel Seen Because being witnessed isn’t a one-time act. It’s a culture. It’s a practice. And it starts with you.
By Darlene Hawley August 4, 2025
We’ve never been more connected... and never felt so unseen. With a few taps, we can join a Zoom room, drop into a DM, or post something vulnerable for hundreds of people to witness. But there's a disconnect. And in a tech-driven world where everything moves fast and engagement is measured in emoji reactions… are we truly connecting... or just being consumed? “To be recognised, you have to be seen, you have to be heard – and that requires a witnessing that can’t happen in two-second increments.” —— Allison J Pugh in her article The Unseen in Aeon Magazine You can post every day and still feel invisible. You can be in a dozen Slack channels and still feel isolated. You can have 10k followers and feel like no one is really paying attention. Because we’ve built a world where connection is constant... but deep roots are rare. The Pace of Tech vs. the Slowness of Being Seen We scroll fast. We skim emails. We record meetings and never rewatch them. But being seen takes time. It requires presence. Stillness. The very things today’s digital culture works against. And when you’re constantly “on”, but rarely witnessed... it’s easy to feel like you’re disappearing in plain sight. This is especially true for entrepreneurs and leaders. We’re told to post, share, create, show up, stay visible… and yet, we’re rewarded for comments, not true connection. That’s the tension we’re living in... and the one we need to name. Why I Don’t Create for Social (and What I Do Instead) Let’s get honest, social media isn’t the main event... it’s the after-party. The first time someone finds me isn’t on LinkedIn. It’s at a speaking event, on a podcast, or through a referral. Then they follow me on social. Then they join my newsletter. Social media isn’t where I get discovered. It’s where I nurture relationships that already exist. That’s why I don’t create for the algorithm... I write for my community. I share my heart through emails and long-form blog or video content. Then I repurpose it on social... not to “go viral,” but to stay connected. And here’s the magic part: Some of my clients? They’ve been on my list for 6+ years. Never replied to a post. Never commented. And one day... they book a call. Because they’ve been listening the whole time. They were waiting for the right moment.... not the right reel. When Tech Makes You Feel Small But even with that perspective, I still feel it. That sting when you pour your heart into a post and it gets 3 likes. That feeling after a Zoom room full of “great people!”… but the coffee chat that follows doesn't convert to referrals or business. That’s what the fast pace of our digital world does. It makes us visible... but not witnessed. It makes us accessible... but nothing deeper becomes of it. You can have the right lighting, captions, camera angle... and still feel like no one’s really seeing the person behind the post. The Shift: From Performance to Presence The solution isn’t more hustle or noise. It’s more presence. So, if you're feeling invisible right now, even while showing up “everywhere,” hit pause and take a breath. Ask yourself: Am I sharing because I have to, or from a place of inspiration? Am I connecting, or just posting to stay in the feed? Who am I hoping will really see me? Then, choose one way to show up differently this week. Call someone instead of commenting. Write the post that feels inspiring, not strategic. Or close the laptop and go be with real people, even when it feels uncomfortable. Because yes, people are watching... even if they’re silent. But more importantly, you deserve to feel connected, even when tech feels like it's sucking your soul.
Darlene Hawley, standing in a sunset, symbolizes being seen after feeling invisible
By Darlene Hawley July 20, 2025
Loneliness isn’t the problem—it’s invisibility. Discover why being truly seen matters and how to reclaim your voice in a noisy, disconnected world.
Darlene with her mom and young son, smiling together—three generations captured in a quiet moment.
By Darlene Hawley July 17, 2025
Grief, growth, and a reminder to make each moment count—how my mom’s passing still shapes the way I lead and live today.
Darlene Hawley is sitting together at a picnic, sharing stories and laughter.
By Darlene Hawley June 17, 2025
Discover how women can thrive together through circles of collaboration as Leslie Grossman shares her journey and insights with Darlene Hawley. Learn how building deep connections and a supportive network can empower you to achieve your vision.
Confident businesswoman Darlene Hawley speaking during a women's conference.
By Darlene Hawley June 17, 2025
Discover the 3 subtle speaking habits holding executive women back... and how to shift them fast to lead with clarity, confidence, and influence. Communication tips for women in leadership navigating high-stakes conversations.
Darlene Hawley discussing marketing analytics, depicting growth in website traffic.
By Darlene Hawley June 3, 2025
Uncover effective website strategies and analytics tips from digital marketing expert Philippa Gamse on attracting the right audience and enhancing your online presence.
Darlene Hawley standing confidently, symbolizing empowerment, leadership, and the reclaiming of wome
By Darlene Hawley June 2, 2025
Discover how The Handmaid’s Tale finale mirrors the real-life journey of reclaiming your voice. In this powerful blog, communication and leadership coach Darlene Hawley explores how resilience, healing, and speaking up go hand in hand—and why now is the time for women to lead with clarity, confidence, and courage.
Darlene Hawley juggling work, school, and home responsibilities—showing the mental load we carry.
By Darlene Hawley May 28, 2025
Feeling overwhelmed by school volunteer requests, mental load, and career burnout? Discover how school expectations and emotional labor impact women leaders—and what you can do to reclaim your time, focus, and leadership goals.
Show More

Say Hello & Send Me a Message~