Add an about page to your site that informs users about your mission. People who come to your ‘about’ page, want to know who your brand is, what your story is, and what you represent. Use this opportunity to establish a connection with your customers and potential customers. This is the one page where you should not be making your sales pitch. Find out what your customers care about and use a voice that is relatable to the types of people who will be using your product.