No matter the niche, you should be using some sort of newsletter subscription service for your website. Once your visitor subscribes to your newsletter, your in their circle of trust. They are welcoming you into their inbox.
The issue is the fact you want to convert visitors to newsletter subscribers. Of course, you can do this with pop up optins, but a very common and effective way is from your sidebar. A lot of people will say that you should offer something of value in order to entice yours visitors to subscribe.
The about page on a website is a necessary page for any website. This is the page that contains a short biography of yourself and the purpose of your website. It’s important to keep it both friendly and professional in order to make your company seem welcoming.
On the search engine optimization side of explaining why the about page is necessary is the fact that search engines do look for this page. For example, if if exists and Google picks it up, it may become a site link. A site link in simple terms is where your search engine listing has several links listed that Google believes may be important for people needing to know about your services.