How to Convert Visitors from Your About Page

This guest post is by AJ Kumar of Single Grain.

One of the most under-utilized pieces of website real estate out there is the About Us page.  While most webmasters treat it as a throw-away repository for a stock biography or company history, consider the mindset of the visitors who arrive on these pages. 

They’re interested enough in you and your brand to want to take the next step and learn more about you—indicating that they’re more receptive to sales or other conversions that those who have simply stumbled on to your Home page.

So why waste this valuable opportunity to engage visitors and increase conversions?!  Instead, use your “About” page as a springboard to increase engagement with your readers and the number of conversions that result from this valuable web content.

In general, there are three types of conversions that you can pursue from your About page: sales, leads and newsletter signups.  Let’s look at each of these in turn to determine when to implement each option and how to integrate each one effectively.

Conversion option #1: Newsletter signups

We’ll start with newsletter signups, as this is the easiest conversion type to feature on your About page.  As mentioned before, people arrive on this page because they want to know more about you.  From there, it’s easy to convince these readers that one way to get to know you and your business even better is to sign up to receive your email newsletter.

For proof that this strategy works, consider the case study featured by Pat Flynn of Smart Passive Income, who added an opt-in form for his email newsletter to his About page on the recommendation of conversions expert Derek Halpern.  The result?  A 446% increase in signups from this page alone.  According to Pat:

“From the changes I made, adding an opt-in form to the About page has increased the number of subscribers the most (by far!) and this makes perfect sense.

The About page serves to describe who I am and what my site is about. It’s one of the most visited pages in my navigation menu and it doesn’t include links, resources, or any other calls to action, so having an option to learn more about what I do through a newsletter after reading (and hopefully being interested in) what my site is about, is perfect.”

To increase newsletter signups from your About page, create a separate opt-in form from within your email list management program to embed on the page.  Use language on your form that’s targeted specifically to your About page (for example, “To get to know more about us, subscribe to our newsletter below!”) in order to maximize newsletter signups.  Don’t forget to create a separate version of your form to split test on this important page to make your opt-in form as effective as possible!

Conversion option #2: Leads

If your online business model revolves around attracting qualified leads to either sell or use in an offline business, your About page is a great place to start converting new visitors!

Similar to the newsletter opt-in conversion process described above, adding a lead generation form to your About page works because the people who have arrived on this page have already demonstrated interest in learning more about your company.  With visitors already in this mindset, it’s an easy transition to encourage them to take the next step of giving you their contact info to receive more information.

For example, say you begin your About page with a brief history of your company and a description of the services you offer.  If visitors reading this page find your information interesting enough, they’re naturally going to want to learn more about your products and services.  So instead of hoping they’ll meander back to your homepage, where your lead generation form is installed, why not create a separate form here to capture these already-interested readers on the spot?

To make this area of your site even more effective in capturing new leads and increasing conversions, use language on the page that tells readers that filling in the lead generation form is simply the next stage in the process of getting to know your company—not the scary prospect of handing over personal information to a nameless, faceless website.  Doing so will help overcome your visitors’ natural hesitation to reveal personal information unless it’s absolutely necessary.

You could also use this opportunity to highlight a special bonus that you’re offering to visitors that complete your About page lead generation form.  This could be a free consultation, free ebook, or other giveaway that will help to overcome resistance and encourage visitors to this page to convert into leads.

Conversion option #3: Sales

Converting your About page visitors into buyers is the trickiest option in terms of increasing conversions, but when it’s done well, it can dramatically increase your website’s revenue and ROI.

Again, the key to increasing sales conversions on your About page lies in understanding the mindset of your readers.  The people who have reached this important page on your site want to know more about you, which means that they’re ready to invest time in your business and are likely open to taking further action on your website.

So instead of leaving them cold with a simple bio and company history, use this space to highlight a few products for them to start with.  To do this effectively, consider any of the following options:

• Highlight your favorite products: If you sell multiple products on your site, use your About page as a place to recommend a few of the products that you feel best showcase your business.  Offer personal comments on why you love each of the products you recommend in order to make your About page product features more engaging to visitors.
• Showcase your bestsellers: Your About page visitors may be looking for the next steps to take with your company, so if you offer an extensive variety of products for sale, consider using this space to feature the products that sell best on your website.  Doing so will give visitors an easy starting place to delve into all of your different product lines.
• Feature your “most viewed” offerings: Use your Google Analytics data to determine which products on your site are viewed most often, as these popular products will likely be a good place for your About page visitors to jump into your product offerings.

To determine whether or not you’ve chosen the right products to feature on your About page, set up a Google Analytics “goal” that tracks how many sales result from visitors who land on a product page from your About page.  If you aren’t seeing high conversions from the products you initially feature, swap them out with others until you hit on a winning combination.

At the end of the day, the specific type of conversion you decide to pursue on your About page is less important than the fact that you take any action in order to make this digital real estate as effective as possible in the first place.  Track your results as you go and make improvements as needed in order to make your About page both useful for your visitors and lucrative for your company’s bottom line.

Are you gaining conversions through your About page? What kind, and how? Share your tips with us in the comments.

AJ Kumar is co-founder of Single Grain, a digital marketing agency< based in San Francisco. Single Grain specializes in helping startups and larger companies with search engine optimization, pay-per-click, social media, and various other marketing strategies.