Not everyone blindly buys every product they come across. Unless you have an obscene amount of disposable income, you’ll want to make sure you’re getting your money’s worth. People will go through the specifications, find reviews, research the product, and learn about the company that sells them.
SEO-wise, About Us pages are among the most visited web pages after the homepage. For example, when someone finds your website through blogs, social media posts, product placements, and ads, one of the first things they’ll do is find information about your company. They might want to know who you are, what you do, and who your target audience is.
That said, About Us pages are often an overlooked marketing opportunity. Some companies will only put very basic things like their company name, contact details, and a bland one-line description. Instead of contributing to your marketing strategy, an unoptimized About Us page can feel like an unnecessary filler page.
To get the most out of your About Us page, you need to ensure its content and design push a potential customer towards making a purchase. So, here are a few tips to help you build an About Us page that actually helps your marketing and SEO:
1. Show Off Your Brand Goal
In branding, brand goals are non-financial or marketing goals that describe your brand motivations, culture, and products. Sure, you want to sell, but there should be other objectives that drive your company forward.
Brand goals are part of a larger branding strategy that creates your company’s identity. They can be indicative of your intentions, planning, and target audience. For example, your company could be a women-owned and run company that wants to create products made for and by women. Likewise, you can also focus on using innovative ideas and technologies to push traditional industries forward.
In highly-competitive markets, branding can be the only thing that differentiates you from the competition. You want people to choose your products over other slightly similar ones because you have the right motivations. You’ll want your target audience to know that your products are specifically made and marketed to them, unlike the other options currently on the market.
2. Incorporate Company Formation and History
Much like how older and more established brands often market their legacy, giving a peek at how your company has formed and evolved is also a great addition to About Us pages.
For example, think of how Apple’s company history is presented as a marketing strategy. It’s a company started by three friends, built their first computer in a garage and succeeded through the brilliance of their ideas. Apple’s company history is often used to emphasize its push for innovation and triumphed despite its humble beginnings.
Like brand goals, company histories are a great way to show how far you’ve come since founding a company. That said, you don’t have to include every single detail of your company history. Instead, you want to choose the most important parts that contribute to your branding.
3. Introduce Some Key People
Instead of vaguely alluding to having experts and experienced teams, introduce them! Have brief bios with their names, titles, and achievements. Instead of claiming to work with experts, you can show off your team and what they’re capable of.
That said, you don’t have to write long bios for each key person or team. Instead, you can just add a photo of them for social proof or display their full names so people can quickly look them up on LinkedIn.
4. Create a Separate Contact Us Page
Some websites include all company information on About Us pages, including their contact information. However, this might pose problems with user intent.
When people are looking for contact information, they’re not looking to read about your company or your employees. More importantly, when people are looking for your contact information, they’re likely intending to inquire or are looking for your store address. So, don’t make it hard for them to find this information.
Instead, have a separate Contact Us page that has your address, phone numbers, and email addresses. You can also add a contact form like most sites to make the email process faster.
5. Don’t Forget Your CTAs!
Again, you want your About Us page to contribute to the customer journey. After building trust through the content on your page, make sure there are Calls-To-Action (CTAs) to guide people into taking the next step.
A good About Us page is filled with a bunch of impressive information that boosts your brand reputation and marketing. However, people don’t always know what to do after being presented with useful information.
CTAs are short, encouraging statements that urge site visitors to take a certain action. For example, you can add CTAs asking people to subscribe to your email lists, read your blogs, or go to your shop.
By JC Serrano