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

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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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Episode Transcript

Carrie Saunders (00:01):
You've spent time perfecting your homepage,
you've got a freebie.
You might have a great offer, ablog, you may have a great
e-commerce site, but there's onepage quietly holding your
conversions back because it'seither confusing, cold or
completely underused.
In today's episode, I'mrevealing which page that is for

(00:22):
most businesses and how to turnit into a trust-building,
action-driving powerhouse.
I'll also share a quickchecklist at the end that you
can use to spot red flags onyour own site.
So stick with me to the end.
Let's get to it.
Struggling to turn websitetraffic into real sales.
You're not alone and you don'thave to figure it out all
yourself.
Welcome to smarterarter OnlineBusiness, the podcast.

(00:45):
For course.
Creators, coaches ande-commerce entrepreneurs who
want their websites to convertvisitors into buyers without the
tech overwhelm.
I'm your host, Saunders, awebsite strategist and
conversion expert with over 20years of experience.
Each episode delivers simple,proven strategies to help you
generate more revenue and makeyour website your smartest sales

(01:05):
tool.
Welcome back to the show.
Today we're talking about theone page on your website that is
super important that manypeople overlook and just kind of
either don't make this page orthey really spend so little time
on it, and it is your aboutpage.
It's one of the most visitedpages on websites, right after

(01:27):
your homepage or wherever yourcustomer may have landed.
Most business owners, though,treat it like a placeholder.
It either just tells your storywith no clear point, it's
overly formal or roboticsounding or, worse, it barely
exists, if at all.
And here's why this matters.
People go to your about page toanswer the question can I trust

(01:51):
you?
Can I get a sense of who youare?
What is your company orbusiness about?
Your page isn't about you.
It's about how your storyconnects to them.
So when we're writing our aboutpage, we want to make sure our
story connects to them and makesyou relatable to them and
trustworthy.

(02:12):
A high converting about pageusually includes a
customer-faced introduction.
We want to make it about thereader's transformation, not
just your resume, and if you'rean e-commerce business, then we
want to make it about who youare and who you serve and how
you help others with yourproducts.
A founder or brand story thatcreates connection should also

(02:35):
be in there, weaved in thereappropriately, and it can be
credibility markers.
You can have testimonials, youcan have statistics, you can
have certifications and notableclients in there.
If you'd like, it's also greatto have a little bit of a
personal touch, like your family, your location or just some fun
fact, you know.

(02:55):
Make this something that you'recomfortable with, because we're
all different at the comfortlevel on what we share.
But even if it's a fun fact ora hobby about you that is not
necessarily too personal, thenthat is also a great way to
connect with the reader.
And a strong call to action atthe end is a great idea.

(03:16):
Not just thanks for reading,what do you want them to do?
Next idea not just thanks forreading, what do you want them
to do next?
Some CTA ideas are check outour services, book a free
discovery call or grab our freechecklist to get started, or
maybe your favorite product thatyou sell.
So most people scroll all theway down on this page.
They read it all, at least skimit all, so make sure they land

(03:40):
on something, not a dead end atthe end.
And then I want to make sureyou don't forget this other page
either.
It is the contact page.
It is the other major blindspot and something so, so
important to have on yourwebsite as well.
It builds trust and clarity andconfidence in your potential

(04:00):
buyer that if they do run intoissues or have questions, it's
easy to contact you.
I've told a story about this onewebsite where I was buying a
skin for actually our podcastingshow notes website and I
couldn't find contactinformation for them.
I went against my gut.
I really liked the template, Iwent ahead and purchased a pro

(04:21):
version of it and then Iactually did have problems and I
had a hard time finding a wayto get ahold of them.
I finally did, but it was astruggle and that you know even
lost trust even more.
So not only could I not findtheir contact information
initially when I tried to, whenI was going to purchase it, but
then, after I did buy, I had ahard time finding it and getting

(04:45):
ahold of them, even fromreceipt emails.
So that builds absolutely notrust, no loyalty in me to go
back to that same designer tobuy that template to use for my
own website.
And many contact pages have justa form with no reassurance or
next step.
So make sure you have areassurance or next step.

(05:07):
They also don't explain when orhow someone will hear back.
It's a really good idea to letthat expectation be there and
give the expectation upfrontthat 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, whateverit might be for you and your

(05:28):
company, and you might miss thechance to include other helpful
links that could help themself-service any questions they
have too.
We don't want this to be theforefront, though.
I've seen this so many timeswhere the contact page is just
some sort of robot or AI anymore.
Actually, this past week, Ihave emailed a couple of large

(05:50):
companies and I got a robotanswer.
I didn't want a robot answer.
My question was more of asuggestion for them to make
things improved, but I got arobot.
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 ahuman response and acknowledge

(06:16):
my suggestion, even if theydon't implement my suggestion,
but I do think it's going tohelp their other customers as
well.
So we want to make sure ourcontact page feels like a
conversation starter.
Add a quick message, like wetypically respond within one to
two business days.
You can also include FAQ linksto common requests, like I

(06:37):
alluded to.
Faq is a really great thing tohave on this page.
You can also have a calendar ifyou offer free calls and have
either a link to it or embed itin this page.
And don't forget a call toaction at the bottom of this
page.
Every page is a chance to guideyour visitor, not just to sell.

(06:58):
And then I want to reassure you.
If you are listening andrealizing that your about page
might be costing you, don'tpanic, 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 tohelp you improve your site a
little by little without thetech overwhelm.
So make sure you sign up atsmarteronlinebusinesscom forward

(07:21):
slash newsletter or tap thelink in the show notes.
It takes less than a minute andyour site will thank you for it
.
And then that bonus tip that Ipromised you I wanted to give
you a checklist to evaluate yourown about or contact us page.
So, first off, does it speakclearly to your ideal client's

(07:41):
pain or goals?
Does it explain why you do whatyou do?
Is there a testimonial or atrust builder on this page?
Do you sound human or like acorporate brochure, which is
very easy to do so, please.
No shame there.
If that's how you sound, isthere a CTA button at the bottom
?
Start with those five tips andyou'll already be ahead of most

(08:04):
websites out there.
Thanks for listening to thisweek's episode of Smarter Online
Business.
I hope it helps you reallyponder and think about how can I
improve my about page and mycontact page to bring my website
to that next level and buildmore customer trust and more
customer conversions.
And if this episode helped you,please share it with a business

(08:26):
friend and make sure to rateand review us on your favorite
podcast player.
That helps spread the word andget our name out there so that
we can help other businessesjust like you, and we will see
you next week.