You’ve put a lot of work into the copy on certain pages of your website. As part of your SEO strategy, you’ve likely written blog posts based on the keywords you’re targeting and updated your pages for specific products and services.
But have you given you “About Us” page as much thought as that other content? Most companies have a “set it and forget it” approach to their “About” page, with a brief history of their business, a summary of products or services, and maybe bios of the executives or founders. But this is often one of the most-visited pages on a website, because your visitors want to get to know you before doing business with you.
What should your About page say?
The About page is important for educating visitors about your company, but a dry history lesson or founder bio will bore them. So make your About page more about your readers. What do you think they are looking to find out by reading your About page? How can you engage their interest by putting the focus back on your customers?
Start by considering the following About page tactics:
- What is the average reader looking for? Keyword research can help, telling you what visitors are interested in based on search terms used to find your website.
- What problems does your company’s product or service solve for the reader?
- Why should the reader continue reading your site? Stick to the facts and avoid the empty hyperbole of words such as “leading” or “premier.” Unless you have awards or other proof that you’re the best! Logos from awards you’ve won are impressive on an About page, as are glowing testimonials from real customers.
- Put more personality in your bios. If you include bios of execs on your About page, add a human element along with the long lists of accomplishments. Readers may warm up to you faster if they know you have a particular hobby or talent. Also, give links to social media profiles – but if you include email addresses, spell them out with the words “at” and “dot com” so your coworkers won’t be inundated with spam.
- Keep the About page updated. People come and go, but the About page sometimes gets forgotten. From an SEO or PR standpoint, you don’t need users finding profiles of folks that no longer work with you on your About page.
Staying customer-focused even when the page is about your company
Most of all, keep the About page focused on the prospective customer and their usual keywords for best SEO results. Telling visitors why they should do business with you and staying customer-focused can lead to more traffic from this unexpected source.
And when you put a premium on creating quality content and keeping it fresh, you’ll naturally include keywords that bring in the search engine bots. Once again, useful content and good SEO go hand in hand!