In this digital and competitive age, not pouring a lot of time and resources into developing your online presence is a huge mistake.
Your brand must be doing all in its power to be seen, heard, liked, and, most importantly, remembered. Luckily, many inbound marketing tactics can help your business accomplish this, one of them being the often overlooked but equally significant, About Us page.
Frequently visited by potential customers, the SEO About Us page is an opportunity for you to showcase your business, how you can solve user pain points, and why they should turn to you and trust you.
So, how do you go about writing the content for this page?
It may seem straightforward, but it's far from it. After all, there’s a fine line between selling yourself and coming across as arrogant.
Writing an effective SEO About Us page, that is, one that provides users with insight into your values, story, individuality, and purpose while maintaining the human touch, is easier said than done.
So, how do you strike the right balance?
We've put together some of the steps to create a successful About Us page that'll make sure users keep coming back for more. Let's dive in.
The language you use on your SEO About Us page is critical, as it will determine whether visitors will build an emotional connection with your company and, in turn, foster a relationship. Considering the fierce competition you're facing, we don't need to stress how important customer relationships are for your bottom line.
Of course, it goes without saying that, in order to do this, you must truly understand your company in and out and define your branding.
With this in mind, you want to write in a way that explains who your company is, what you bring to the table, how you differ, and how you serve the prospect in the best way - without coming across as condescending or using a lot of industry-related jargon.
Remember, visitors aren't experts in your field, so don’t treat them like they are. They are turning to you in need of a solution, so let them know how you can solve their problem.
Stating that you're the best or using a lot of incomprehensible industry terminology won't drive results. Instead, include the following information:
And, of course, you can't forget the all-important SEO aspects to include that will get you ranking on the first page of search engine result pages. Specifically, you must conduct competitor and market analysis to determine the right keywords to push and build buyer personas to make sure you write effective copy that will resonate with your target audience.
The About Us page doesn't have to be only about your brand - nor should it be. In fact, you should aim to keep the page customer-centric. After all, your customers should feel and know that you put them first.
Remember, while visitors reach your About Us page to learn more about you, glorifying your business with big mission statements won't do much for fostering trust or familiarity - the aim should be on them.
Visitors seeking more information about your brand are interested in a solution to their problems and how your business can solve their issues. With that in mind, your focus should be on demonstrating that you have a solution and understand the challenges they face.
And what better way to do this than by turning to your loyal customers for help?
Loyal customers are the most reliable source to vouch for your services. And here's why:
So, how can you use your customer's voice to create content that converts?
A good testimonial - a testimonial that communicates the type of brand you are, the problem the customer has been able to overcome and demonstrates your service - is impactful.
Let your loyal customers vouch for your credibility and trustworthiness with glowing reviews that you can showcase on your About Us page - and watch the leads come flooding in.
You've put all the effort into effectively introducing your brand on your About Us page. So, now's the time to seal the deal - with a compelling call to action (CTA).
Remember, the About Us page isn't a standard website design requirement. Rather it's a vital page for boosting traffic and generating leads - if made well.
Naturally, the visitors that have reached your enticing page are interested in what you have to offer. So now that you've gained their trust and attention, you can turn your prospect into a lead by inviting them to take action and leave their contact details. There are many ways to do this. You can:
And many CTA options you can use to tempt them to act:
Keep in mind that whatever you decide to go with, that is, CTA, values, messaging, etc., your About Us page is never truly done. You should keep on fine-tuning the page, just like the rest of your site. Experiment from time to time to figure out what's working and what isn't to draw in more leads and secure your chances for success.
The importance of the About Us page is clear. When a visitor clicks on your About Us page, they're seeking an opportunity to identify with your business values, personality, and messaging. They are also keeping an eye out for trust signals that'll entice them to use your services.
So, it goes without saying that it's vital to fine-tune your messaging. Speak openly, clearly, and visually, and let your customers shine a light on you. These steps will make your visitors perceive you as more trustworthy and only assist your company's growth efforts.
Make your company stand out by investing time and resources in your About Us page. You’ll be able to clearly define your unique selling point to your visitors and draw them in to generate quality leads at scale.
Want to learn more? Reach out to our experts today! We're ready to help you smash your business goals and turn the About Us page into a success.