No, really. Hear me out.<\/p>\n
Back in February 2014, Pat Flynn from Smart Passive Income (a huge<\/em> brand in the Internet marketing space) revealed that he was surprised to find that one of his most highly-trafficked pages was his about page. However, he had never thought to optimize it for conversions because, well, \u00a0who really takes the pains to craft a conversion-inducing about page?<\/p>\n More than likely, the story rings true with your site as well.<\/p>\n In this post, I’ve outlined the six most common about page mistakes that kill<\/em> conversions along with how to fix each mistake, so at the end of this post, you should have a lot of actionable advice under your belt, ready to boost conversions on your own website.<\/p>\n By far, this is the most significant about page blunder.<\/p>\n As we’ve already established, it’s very probable that your about page is one of the most popular pages on your site (home page aside).<\/p>\n But even if it isn’t getting as much traffic as the top 2-3 pages, there’s no doubt that it still is getting traffic<\/em>.<\/p>\n All that traffic translates into a whole lot of eyeballs reading about you \u2014 eyeballs that belong to people who may never visit your site again…<\/p>\n …unless you include an opt-in form to get them to subscribe to your mailing list.<\/p>\n And once you have these readers on your email marketing list<\/a>, you can send them relevant content and engage with them until they become customers.<\/p>\n Make sure you’ve got an opt-in form somewhere <\/em>on your about page. At OptinMonster<\/a>, you’ll find such form stuck up high in the right sidebar above the fold<\/a>.<\/p>\n As you are probably already aware, social proof<\/a> impacts your conversion in a big way. Social proof can help to build trust with readers, increase company credibility, and boost brand recognition.<\/p>\n Top Tools Alert<\/b>Check out this list of social proof software<\/a> you can use to make adding social proof to your site ridiculously easy.<\/p>\n If you aren’t using it on your about page, then you’re missing out on conversions<\/a>.<\/p>\n There are many ways to go about including social proof on your about page. I’ve described a few below.<\/p>\n Let’s borrow another example from the OptinMonster about page. If you go over there, you’ll see a section on how OptinMonster’s popups interact with over one billion<\/em> internet users every month. That’s one way to build social proof: by letting your readers know that your company’s product\/service is widely used and appreciated.<\/p>\n Another example can be found on Backlinko<\/a>. On their about page, founder Brian Dean includes a picture of him being interviewed at a content marketing conference.<\/p>\n This is a great example of social proof because it does a great job of convincing readers that Brian is an expert in his industry (making them more likely to end up subscribing to his newsletter in the opt-in form directly below).<\/p>\n If you’re in the service industry, then you could also choose to highlight some of the well-known brands your company has worked with.<\/p>\n The possibilities are endless (here are some proven social proof examples to increase conversions<\/a>)<\/p>\n Related Content<\/b>Social Proof Statistics: Powerful Facts That Will Help You Boost Your Brand<\/a><\/p>\n The human brain processes visual content 60,000 times faster than text (HubSpot<\/a>).<\/p>\n Therefore, it makes sense to use visual content whenever it’s relevant\u2014not only in your about page but also in your blog posts<\/a> and content marketing strategy.<\/p>\n Brian’s about page, OptinMonster’s about page, Syed Balkhi’s about page<\/a> all are a great example of this. Visitors who view the page are instantly drawn to the visual element (the picture), resulting in much better engagement levels.<\/p>\n Once a visitor has finished reading through your about page, the last <\/em>thing you want them to do is just hit the back button or close the tab.<\/p>\n Even though they might have been engaged up until the end of the page, it’s all of no use if you don’t educate them about your product\/service.<\/p>\n At the end of OptinMonster’s about page, you’ll find a clear call-to-action button inviting readers to take action now<\/em> (notice the emphasis on urgency).<\/p>\n This is a great way to make sure that visitors transfer over to a meaningful landing page where they can either:<\/p>\n When people come to your about page, it’s typically because they want to learn more about you<\/em> (duh!). Sure, social proof and opt-in forms are great, but at the end of the day, your readers want to learn about you<\/em>.<\/p>\n So if you just continue to talk about your accomplishments as a company in boring ol’ corporate-speak, then your readers will probably turn away disappointed.<\/p>\n The solution?<\/p>\n1. You Don’t Have Opt-in Forms Visible<\/h3>\n
![\"Opt-in-Forms\"](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2015\/08\/Opt-in-Forms.png\")
<\/p>\n2. You’re Not Leveraging Social Proof<\/h3>\n
![\"Social-Proof\"](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2015\/08\/Social-Proof.png\")
<\/p>\n3. You’re Not Incorporating a Visual Element<\/h3>\n
4. You’re Not Linking to Landing Pages<\/h3>\n
![\"Landing-Page-CTA\"](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2015\/08\/Landing-Page-CTA.png\")
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5. You Haven’t Told Your Story<\/h3>\n
![\"Tell-Your-Story\"](\"https:\/\/optinmonster.com\/wp-content\/uploads\/2015\/08\/Tell-Your-Story.png\")
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