Somehow, many businesses I’ve come across online have one glaring problem in common: a very weak and unconvincing About Us page.
This doesn’t make any sense in my mind, as the About page is one of the most important brand assets, and unlike link building and social media marketing, it doesn’t require any ongoing effort or investment.
An About page is often part of a buying journey. It can drive people to your site and help convince them to deal with you. And, in these uncertain times, you can use it to help build trust in you and your business.
Creating a solid About page is a one-time task, but it will boost both brand loyalty and conversions for many months to come.
Why is your About page so important?
It is often an entry page
Whether you’re a business owner or blogger, your About page tends to rank incredibly well for brand-driven search queries (those that contain your name or your brand name). If nothing else, it shows up in your sitelinks:
Or your mini-sitelinks:
This means your customers will often enter your site through your About page. Is it making a good first impression to convince them to browse your site further (or engage)?
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Let’s not forget that branded queries have high intent, because people typing your brand name in the search box already know you or have heard about your products. Failing to meet their needs equals a missed opportunity.
It is often a conversion trigger (and more)
How often have you checked a business’s About page before buying anything from them? I always do, especially if it’s a new brand I haven’t heard of before.
Or maybe it’s not even about buying.
Anytime someone approaches me with a quote or an interview request, I always check their About page. I refuse to deal with bloggers who don’t take themselves seriously.
Likewise, I often look to the About page when trying to find a press contact to feature a tool in my article.
On a personal level, I always open an About page to find a brand’s social media profiles when I want to follow them.
A lack of a detailed, well-structured About page often means leaked conversions as well as missed backlinks or follows.
It is an important entity optimization asset
We don’t know exactly how Google decides whether a site can be considered a brand, but we have well-educated theories so we can help Google in making this decision. The About page is a perfect entity optimization asset.
First, what we know: An About page is mentioned in Google’s human rating guidelines as one of the ways to determine the “expertise, authoritativeness and trustworthiness”, or E-A-T, of any page.
Human raters don’t have a direct impact on search results, but their assessments are used to teach Google’s algorithm to better rank pages. So if the About page comes up in their guidelines, it’s likely they use it as a ranking signal.
Second, Google is using information you choose to put on your About page to put your business inside their knowledge base, so it’s important to include as much detail as you can.
With all of this in mind, how should you put together a great About page?
1. Start strong
This step is not unique to this particular page, but that doesn’t make it any less important.
Treat your About page as a business card: People should be willing to learn more as soon as they see it. Your page should be eye-catching and memorable, and grab attention at first sight without the need to scroll down.
Read More At https://moz.com/blog/better-about-page Original Source of Blog Content.
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