If you don’t already have a blog in this day and age, you need to get yourself over to WordPress.com and get yourself setup with one.
A blog can serve many purposes from SEO to thought leadership and more. But I’ll leave the thought leadership hacking for another email.
I want to talk to you about the importance of having an about page on your blog.
For most a blog is a passive lead generator, but if you notice that your conversion rate leaves something to be desired, a well crafted about page can be the perfect hack to increase your conversion rate.
It’s a place for your visitors to get to know you better, understand your vision and see if you are a good fit to take on their business. Two of the best examples I know of are Neil Patel’s about page on QuickSprout and Noah Kagan’s about page on OkDork.
Both take a different approach to it, but both have the same underlying principles in place as well as the same idea behind them. Both Noah and Neil do a great job of connecting with their readers by offering up personal information, not just career B.S., but real insight into their personality. While you may know that Noah loves Burritos from being an AppSumo user, you may not have known that he also has a passion for disc golf or that he does Yoga.
On a more extreme version of the personal connection, Neil gives you a full life story so you understand where he’s coming from. It gives great insight into the way he thinks about marketing and entrepreneurship in general.
Neil has said a few times in past posts that his about page has lead to high-value leads and making a personal connection always helps in growing customer value.
You can easily implement this conversion hack by writing up a simple paragraph or two about yourself. Make sure to cover off why you got into your market, a few fun facts about yourself on a personal level and make sure to sprinkle in some links to your business or blog posts to distribute your newly qualified traffic.