Some of the pages on your site get a lot more traffic than others.
You probably have evergreen content that always gets visitors.
There is, however, one particular page that consistently gets visited and is pure gold for getting new subscribers.
Most people, though, haven’t really paid attention to that page and lose a ton of subscribers because of that.
Are you one of them?
Why Your About Page Is Pure Gold For Getting Leads
If you look at your analytics, I’m sure one of the highest viewed pages is your About page.
People love about pages. I sure love to read them. The more detailed the better. I don’t know why, but I guess it has something to do with the fact that we all are curious creatures.
There has to be a reason why gossip sites and magazines are the most popular.
People want to know about other people.
If you dig deeper into your statistics program you can see that your about page gets none (or almost none) of its traffic from search engines.
This means – people who read your content and liked it made a conscious decision to learn more about you.
This is a very powerful knowledge to have – people who read your about page usually dig your stuff and want more.
This is the reason why the About page is the perfect place to ask for an email.
Even Pat Flynn wrote that his highest converting page is his about page.
How To Make Your About Page Better
When was the last time you updated your about page? Maybe the last time you even looked at it was when you first started the blog?
If so, it’s a good idea to go over it and see if it’s up to date. Also here are a few things you should consider to make your about page even better.
Get rid of the sidebar
You should get rid of all distractions and make your about page a full-width page without the sidebar.
The less actions people have to choose from the more likely they will take the one you want.
Just look how Copyblogger does it. Simple. Elegant. No distractions and straight to the point call to action to subscribe.
You about page should resemble more of a landing page.
Make it about them, not you
That might sound like a contradiction, but the about page is actually about the person who clicks on the link.
So start with how you can help the person reading it. What problems can you help them solve. What are they interested in. Why are you the one who can help them.
Reassure your readers that they are in the right place.
Multiple opt-in boxes
Don’t be afraid to ask for the email multiple times (I suggest single box opt-in).
Once after you have shown them what your site is all about and if they like it, they can subscribe. And once after your personal story. If they feel they connected with you then give them a chance to stay in touch with you.
The more detailed, the better
Really share a story. Don’t be afraid to go deep into details. You’d be surprised on what someone might feel connected with.
Don’t be one of those guys who has just “I like pizza, pie and blogging” (which I do actually).
Now go and fix your about page!
Don’t have one? Drop everything that you are doing and make one right now. I’m serious.
If you have no idea in what position your about page is (mine is 5th) then check it out and let me know. You will be surprised.
Like what you see?
If you do, sign up and receive email updates (it's free)