I accidentally stopped optimising my about page
And honestly? I was a little surprised by what happened. Members started joining who already knew they wanted to be there. No hesitation. They hit the page, had a quick look, and joined. I couldn't work out why at first. Then I realised. I'd been spending a lot of time in other communities. Answering questions. Sharing what I knew. No agenda. Just trying to be useful. And I'd been putting out YouTube videos doing the same thing. Here's the simple version of what was happening. Every time someone watches a video you made, reads something helpful you wrote, or sees you genuinely help a stranger in a community, they're quietly making up their mind about you. Not consciously. It just builds. By the time they find your community page, the decision is basically already made. The about page is just the door they walk through. It works the same way with an email list. Every useful email is another small deposit into that trust account. So when someone finally lands on your page, they're not evaluating you. They already know. Now, I want to be clear. If you don't have any of that in place yet, optimise your about page first. That's still the right starting point for most people. A strong page matters! It's just that what I teach in SML is a little different to what you'll find elsewhere. We work on making sure people arrive warm in the first place. So the about page just closes something that was already decided. If that sounds interesting, come and have a look: https://www.skool.com/skool-growth-lab-2540/about