How Can I Optimize My “About” Page?

Your business’s ‘about’ or ‘about us’ page is a huge part of how you present your brand to potential customers. In fact, according to recent research, many people enter a new website through the “About” option on your site links or mini-site links. This means visitor’s first impression of your business is often through your about page, and it’s essential to start on the right foot with potential customers. Visitors to your website will often decide whether to pursue your product or service further, and a poorly designed or written about page can send the wrong message. Additionally, your about page can be optimized to help improve your business’s SEO, a great added bonus. Here are some tips to improve your ‘About’ page:

Grab Their Attention

The beginning of your about page should make a statement and get readers to want to continue on. This can be in the form of a powerful slogan or image, a video, or something comical. It really depends on your business’s brand. This is the very first introduction to your business by readers, so it should really encapsulate your brand and business. It’s a good idea to make this part of your page visually appealing as well, as people are more likely to continue reading. Treat this page as a business card, clean, easy to read, and shows off your brand.

Highlight Your Achievements

Building trust with potential customers is a crucial part of achieving your goals, and your about page is a great place to start. If your business has achieved any certifications, recognitions, or awards, this would be a great place to put them. You may also want to consider adding a few well-written testimonials as well. When deciding what business to choose, you want your readers to know that yours can be trusted.

This is also a great opportunity to add internal and external links. For example, if you are certified by a certain company, you can link to that company’s website. Similarly, if your business offers a unique service, you can take the opportunity to link to an internal service page for search engine optimization purposes.

Include a Call to Action

After you’ve educated your potential customers on your business, it’s a good idea to add a call to action so they can easily call you, fill out a contact form, or make a purchase. They are much more likely to convert from the about page if it is easy and convenient to do, and they don’t have to go searching for anything on your website or visit a competitor’s website. You should think of your about page as part of the conversion funnel, not just an informational page.

Contact Boston Web Marketing

At Boston Web Marketing, our experienced digital marketing experts will make sure your website is optimized for maximum conversions and search engines. Give us a call at (857) 526-0096 or fill out a contact form to get started today!

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