The Most Overlooked Page on Your Website (And Why It’s Hurting Conversions)

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. 

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Chapters

• 0:00 Hidden Page Hurting Your Conversions
• 2:27 Creating a High-Converting About Page
• 5:10 The Overlooked Contact Page
• 8:26 Quick Evaluation Checklist
• 9:20 Episode Wrap-Up and Next Steps

Transcript

Carrie Saunders: 0:50

You've spent time perfecting your homepage, you've got a freebie. You might have a great offer, a blog, you may have a great e-commerce site, 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 get to it. Struggling to turn website traffic into real sales. You're not alone and you don't have to figure it out all yourself. Welcome to smarterarter Online Business, the podcast. For course. Creators, coaches and e-commerce entrepreneurs who want their websites to convert visitors into buyers without the tech overwhelm. I'm your host, Saunders, a website strategist and conversion expert with over 20 years of experience. Each episode delivers simple, proven strategies to help you generate more revenue and make your website your smartest sales tool. Welcome back to the show.

Carrie Saunders: 1:56

Today we're talking about the one page on your website that is super important that many people overlook and just kind of either don't make this page or they really spend so little time on it, and it is your about page. It's one of the most visited pages on websites, right after your homepage or wherever your customer may have landed. Most business owners, though, treat it like a placeholder. It either just tells your story with no clear point, it's overly formal or robotic sounding or, worse, it barely exists, if at all. And here's why this matters. People go to your about page to answer the question can I trust you? Can I get a sense of who you are? What is your company or business about? Your page isn't about you. It's about how your story connects to them. So when we're writing our about page, we want to make sure our story connects to them and makes you relatable to them and trustworthy.

Carrie Saunders: 3:01

A high converting about page usually includes a customer-faced introduction. We want to make it about the reader's transformation, not just your resume, and if you're an e-commerce business, then we want to make it about who you are and who you serve and how you help others with your products. A founder or brand story that creates connection should also be in there, weaved in there appropriately, and it can be credibility markers. You can have testimonials, you can have statistics, you can have certifications and notable clients in there. If you'd like, it's also great to have a little bit of a personal touch, like your family, your location or just some fun fact, you know. Make this something that you're comfortable with, because we're all different at the comfort level on what we share. But even if it's a fun fact or a hobby about you that is not necessarily too personal, then that is also a great way to connect with the reader. And a strong call to action at the end is a great idea. Not just thanks for reading, what do you want them to do? Next idea not just thanks for reading, what do you want them to do next? Some CTA ideas are check out our services, book a free discovery call or grab our free checklist to get started, or maybe your favorite product that you sell.

Carrie Saunders: 4:22

So most people scroll all the way down on this page. They read it all, at least skim it all, so make sure they land on something, not a dead end at the end. And then I want to make sure you don't forget this other page either. It is the contact page. It is the other major blind spot and something so, so important to have on your website as well. It builds trust and clarity and confidence in your potential buyer that if they do run into issues or have questions, it's easy to contact you.

Carrie Saunders: 4:55

I've told a story about this one website where I was buying a skin for actually our podcasting show notes website and I couldn't find contact information for them. I went against my gut. I really liked the template, I went ahead and purchased a pro version of it and then I actually did have problems and I had a hard time finding a way to get ahold of them. I finally did, but it was a struggle and that you know even lost trust even more. So not only could I not find their contact information initially when I tried to, when I was going to purchase it, but then, after I did buy, I had a hard time finding it and getting ahold of them, even from receipt emails. So that builds absolutely no trust, no loyalty in me to go back to that same designer to buy that template to use for my own website.

Carrie Saunders: 5:49

And many contact pages have just a form with no reassurance or next step. So make sure you have a reassurance or next step. They also don't explain when or how someone will hear back. It's a really good idea to let that expectation be there and give the expectation upfront that let's say we'll be back to you in 24 to 48 business hours, or we'll be back to you in about four business hours, whatever it might be for you and your company, and you might miss the chance to include other helpful links that could help them self-service any questions they have too.

Carrie Saunders: 6:27

We don't want this to be the forefront, though. I've seen this so many times where the contact page is just some sort of robot or AI anymore. Actually, this past week, I have emailed a couple of large companies and I got a robot answer. I didn't want a robot answer. My question was more of a suggestion for them to make things improved, but I got a robot. I got an AI answer. It let me know as an AI answer, but I got an AI answer that that's not a feature they have. Well, I know that I want a human response and acknowledge my suggestion, even if they don't implement my suggestion, but I do think it's going to help their other customers as well. So we want to make sure our contact page feels like a conversation starter. Add a quick message, like we typically respond within one to two business days.

Carrie Saunders: 7:22

You can also include FAQ links to common requests, like I alluded to. Faq is a really great thing to have on this page. You can also have a calendar if you offer free calls and have either a link to it or embed it in this page. And don't forget a call to action at the bottom of this page. Every page is a chance to guide your visitor, not just to sell.

Carrie Saunders: 7:47

And then I want to reassure you. If you are listening and realizing that your about page might be costing you, don't panic, it's an easy fix once you get to know what to look for, and I put together weekly tips like this in my newsletter to help you improve your site a little by little without the tech overwhelm. So make sure you sign up at smarteronlinebusinesscom forward slash newsletter or tap the link in the show notes. It takes less than a minute and your site will thank you for it. And then that bonus tip that I promised you I wanted to give you a checklist to evaluate your own about or contact us page.

Carrie Saunders: 8:27

So, first off, does it speak clearly to your ideal client's pain or goals? Does it explain why you do what you do? Is there a testimonial or a trust builder on this page? Do you sound human or like a corporate brochure, which is very easy to do so, please. No shame there. If that's how you sound, is there a CTA button at the bottom? Start with those five tips and you'll already be ahead of most websites out there. Thanks for listening to this week's episode of Smarter Online Business. I hope it helps you really ponder and think about how can I improve my about page and my contact page to bring my website to that next level and build more customer trust and more customer conversions. And if this episode helped you, please share it with a business friend and make sure to rate and review us on your favorite podcast player. That helps spread the word and get our name out there so that we can help other businesses just like you, and we will see you next week.