The great About Us page lie

The second most visited page on your website is a lie. Why? Because you’ve called it “About Us” and it’s not supposed to be about you at all. Change that one thing in your website copywriting and your conversion rate will go up.

The reason is simple…

The reason you should lie on your About Us page

Your website visitors are looking for someone to solve a problem. It’s that simple.

The other pages on your website might have convinced them that you can indeed solve their problems. However — and here’s the catch with that — your visitors are not just looking for someone who CAN solve their problem.

They’re looking for someone they can TRUST to solve our problem.

That’s why your About Us page is likely the second most visited page on your website.

Your visitors go there when they’re interested enough in your product or service to want to know WHO is going to be providing it.

Behind that investigation is the lurking question: WHY should they trust you to do what they need you to do.

Read our post on copywriting a perfect About Us page for your website.

So yes, your About Us page is about you. But it’s really about them… It’s about their problems and building their trust that you’re the right person to solve it.

Building that trust effectively is going to improve your conversion rate.

And if your conversion rate is a matter of concern (it should always be a matter of concern), we have other tips that can help…

There’s more about how to tighten up your conversion rate that in our guide to 7 things anyone can do to improve their conversion rate overnight. The guide contains a number of tips that require ZERO TECHNICAL SKILLS.

Download the guide for free here.