The Most Important Page On Your Website

December 1, 2011 · 20 comments

There is no denying that having a solid website is critical for success in building your online business. Not only does it represent you and your message for so many to see – it allows you to attract new visitors and gives you a tremendous opportunity to convert those visitors into leads.

Having a “client attractive” website that pulls people in with your compelling message is critical in building your list with highly motivated and qualified leads.

But, do you know WHICH page on your website is the most important for converting the most highly qualified leads onto your list?

Homepage? Nope.

Contact page? Nope.

Squeeze page or Landing page? Maybe – but not the most qualified.

In my opinion, the most important page on your website for attracting and converting highly qualified and motivated people onto your list is the About page.

Yep – the “About” page. The page where you “tell your story” and allow visitors to find out who you really are and why you do what you do.

Why? It’s the ONE page on your website where you have the best opportunity to truly engage with your visitor with your story, your why and your message. When you do so effectively and in an authentic and compelling manner – you have the best ability to convert them onto your list – when they are the MOST interested, engaged and motivated by reading about you.

How? Easy… And, this is where most people miss it. I’ve seen countless of “About” pages on a website with no optin box. None. Big mistake. Yes, there is the basic optin box on the upper part of the page – but as the visitor is scrolling down and reading more about you – they’re super interested and engaged.

So, why not include an optin field throughout the page as the visitor is reading? Perhaps as you’re telling your story about how you got started or why you do what you do – including a very transparent optin box for the visitor to optin at that moment to find out more will massively increase your conversion to your list.

And, because these people are actively reading your story and everything about you on the About page – you know they are interested and engaged more so than anywhere else on your site. It’s the most transparent and conversational way you can connect with a visitor on your site.

They are learning about you – and wanting to find out more. Including an optin field sprinkled throughout your About page will increase the likelihood of them joining your list.

It’s not a hard call to action like you may have on a squeeze page or landing page referring to your IFO. It could be more subtle and simply refer to whatever the topic is you’ve written as part of that section from your About page.

For example, mine might look like this:

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Doing this small change will not only increase your conversion and build your list, but build your list with truly engaged and interested subscribers – which will pay off in a very BIG way over time…

Until next time… Learn It, Love It, Live It!

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{ 20 comments… read them below or add one }

Carmen JubinvilleNo Gravatar December 1, 2011 at 12:25 pm

Guess this means more work for me… I was crossing my fingers that you’d say the blog page! lol! :)

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Dave ChristianNo Gravatar December 1, 2011 at 3:34 pm

Derek,

Your advice is “helpological”.

Keep up the great work. You are making a difference.

Dave Christian
Author, Speaker, & Founder of Helpology™

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Derek FredricksonNo Gravatar December 2, 2011 at 9:18 am

Thanks, Dave! Glad you enjoyed it…

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Derek FredricksonNo Gravatar December 2, 2011 at 9:18 am

Hey Carmen – small amount of work for a simple change that will yield BIG results! Enjoy…

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robertNo Gravatar August 18, 2013 at 10:31 pm

wow we had no idea we thought it was the home page

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Ann Marie BoyleNo Gravatar December 1, 2011 at 12:49 pm

Love this post and I couldn’t agree more. I recently rewrote the copy on a client’s About page (no other pages were changed) and he wrote, “After we put the new material on my website, the phone started ringing like crazy. I signed up 4 new clients for my high level program – bringing in more than $16K!” No better evidence to your point that that! I love the idea of adding the opt-in feature — I will try it on my site and suggest it to my clients. Thanks Derek.

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Derek FredricksonNo Gravatar December 2, 2011 at 9:22 am

That’s so awesome to hear, Ann Marie. I love it when a simple change like this yields a BIG result. Congrats on the income!

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Suzanne MooreNo Gravatar December 1, 2011 at 12:58 pm

Derek,

You rock! I’m totally going to add this to my Interview with Suzanne page, and I’ll be recommending it to my VA clients too!

Thanks! Just love it every time you write.

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Derek FredricksonNo Gravatar December 2, 2011 at 9:23 am

Awesome to hear, Suzanne. Can’t wait to hear what kind of results you get from this simple (yet effective) change…

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Marianne SemenoffNo Gravatar December 1, 2011 at 1:08 pm

Great idea…one of those that makes me say, “Why didn’t I think of that?” :)

Thanks!

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Derek FredricksonNo Gravatar December 2, 2011 at 9:24 am

Yeah, kind of same with me but glad I was able to share it with all of you as well!

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Deborah SkyeNo Gravatar December 1, 2011 at 1:57 pm

Great article Derrik!

I have been thinking about redoing my ‘about’ page and this gives me a great incentive to do so, thanks for the clarity, push and direction!

Glad your surgery went well and hope for a speedy recovery!

Blessings,
Deborah Skye

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Derek FredricksonNo Gravatar December 2, 2011 at 9:24 am

Thanks, Deborah – glad to hear you enjoyed the post and looking forward to hearing how it works out for you!

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Lana GoldenbergNo Gravatar December 1, 2011 at 6:32 pm

Hi Derek, you make a great point! Do you have stats on how often About pages get visited, compared to other pages on the site? I would guess that “services,” “special offers” etc get clicked on a lot more than “about.”

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Derek FredricksonNo Gravatar December 2, 2011 at 9:27 am

Hi Lana – I’ve personally not done any studies on it but I have seen other reports that indicate (surprisingly) that the About page gets just as much traffic as other pages on the site – if not more. I think for a personality based brand – the About page is one of the most often visited and actually read…

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Lianne-carla SavageNo Gravatar April 19, 2012 at 11:36 am

Got to love simple yet effective tweaks like this. It’s so logical yet it isn’t something I’ve thought of. Thank you for sharing.

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Derek FredricksonNo Gravatar April 19, 2012 at 1:18 pm

So welcome! Glad you appreciated it and got some value…

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Lianne-carla SavageNo Gravatar April 19, 2012 at 7:36 pm

I’ve taken a look at y site stats and although it’s only a new website with not much traffic the about page comes in a very close second to the home page for views and far ahead of any others.
It seems I’ve been looking at the day-to-day analytics but missed the big picture

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Derek FredricksonNo Gravatar April 20, 2012 at 10:55 am

Cool to hear you got a big insight from looking at your stats after reading this post. Be sure to add some optin forms to your About page to build your list!

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Siedah MitchumNo Gravatar November 22, 2013 at 9:19 am

When I read the title I said to myself, I hope he says the about us page. lol

I couldn’t agree more. It is one page I visit before I get to the service or sales page.

There are a few things I expect to see when I read an about us page.

1. Image of the owner/team
2. Mission & services offered
3. Personality
4. Testimonial
5. Contact Information

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