However, in the spirit of not wanting to put all my eggs in one basket, I am also considering starting up other websites (probably static sites rather than blogs) based around other niches that I am less familiar with. My own experience of using such sites is that I often click on the "About Us" just to see who is behind it and whether they are genuine. If I were to create a site about, lets say, a particular aspect of personal development do I include an "About Me" page which claims (falsely) that I have a long experience in this field, or do I create a false identity? I am not comfortable with either of these. Or do I just avoid the issue altogether? I would be looking to have an opt-in so I need to have some sort of identity.