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[1], 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)?
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,