We are always trying to figure out the best conversion strategies for our websites. The best UI, the best content—when we should be focused on optimizing our relationships with potential and current clientele (yes, that includes online as well).
The best way to do this is to write an amazing, kick-ass, About Us page. Behind the Home page, the About Us page is typically the next page your audience will go to when first visiting your site. Get it wrong, you can turn people off to you without you even realizing it. Get it right, you could have a highly converting lead on your hands.