You’ve spent time perfecting your homepage. You’ve got a freebie. A great offer. Maybe even a blog.
But there’s one page quietly holding your conversions back—because it’s either confusing, cold, or completely underused.
In today’s episode, I’m revealing which page that is for most businesses—and how to turn it into a trust-building, action-driving powerhouse.
I’ll also share a quick checklist at the end that you can use to spot red flags on your own site—so stick with me to the end.
Let’s Recap: The Most Overlooked Page on Your Website
When building a website for your business, it’s easy to focus all your energy on the homepage, product pages, and sales funnels. You meticulously craft your homepage to make a stellar first impression. You create compelling product descriptions and irresistible offers. You may even invest in a blog to demonstrate your expertise.
But there are two critical pages that often get neglected despite their immense impact on your conversion rates: your About page and Contact page.
Why the About Page Matters More Than You Think
The About page is consistently one of the most visited pages on any website, second only to your homepage or landing page. Yet most business owners treat it as an afterthought—a mandatory page where they hastily dump their biography or company history.
This oversight is costing you conversions. When visitors navigate to your About page, they’re not looking for your resume or a corporate timeline. They’re seeking answers to fundamental questions:
- Can I trust this person/company?
- Do they understand my needs?
- Are they credible?
- Will they deliver what they promise?
Your About page isn’t about you—it’s about how your story connects to your potential customers and builds the trust necessary for them to take action.
Elements of a High-Converting About Page
A strong About page follows a strategic structure designed to build connection and credibility. To make yours effective, consider these key elements:
- Customer-focused introduction: Speak directly to your visitor’s desired outcome or transformation.
- Clear positioning: Explain who you serve and how your products or services solve specific problems.
- Storytelling: Share your founder or brand story in a way that creates emotional resonance rather than listing accomplishments.
- Credibility markers: Add testimonials, statistics, certifications, or notable clients.
- Human touch: Mention something personal—your location, family, or a hobby—to make your brand relatable.
- Call to action: Don’t leave visitors at a dead end. Guide them toward the next logical step.
The Contact Page: A Missed Opportunity
The Contact page is another blind spot for many businesses. A poorly designed Contact page sends a subtle but powerful message: We don’t really want to hear from you.
This undermines trust and can be the final reason a hesitant prospect decides not to buy. Instead, your Contact page should feel like the beginning of a conversation, not a barrier to communication.
How to Create a Conversion-Friendly Contact Page
A well-structured Contact page builds confidence and makes it easy for prospects to reach you. Here’s what to include:
- Friendly introduction: Invite inquiries and set expectations about response times (e.g., “We typically respond within 1–2 business days”).
- Multiple contact methods: Offer email, phone, and social media channels.
- Scheduling option: Embed a calendar for calls or consultations if relevant.
- Helpful FAQs: Answer common questions to reduce friction while making it clear you’re available for more complex needs.
Quick Checklist for Both Pages
To evaluate whether your About and Contact pages are helping or hurting your conversions, ask:
- Does it speak clearly to your ideal client’s pain points or goals?
- Does it explain your mission and values—why you do what you do?
- Does it include at least one trust-building element (testimonial, credential, case study)?
- Does it sound human rather than corporate?
- Does it end with a clear call-to-action button?
If you’re missing any of these elements, you’re likely missing out on conversions. The good news is that these pages are relatively easy to fix once you understand their strategic importance.
Turning Neglected Pages into Conversion Assets
Every page on your website is an opportunity to guide visitors toward becoming customers. Your About and Contact pages aren’t just informational placeholders—they’re critical trust-building tools in your conversion arsenal.
By transforming these often-overlooked pages into strategic assets, you can significantly increase your website’s effectiveness at turning visitors into buyers. Start with these simple improvements today, and you’ll already be ahead of most of your competition.
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