bOnline’s head of design services, Sam Greensted, shares his tips for optimising a website’s about us page:
It’s a bit of a mystery to many, as to the best way to optimise an about us page to help their business. Some say it’s for a brief company history, others to give information on staff members or to provide industry information in addition to their homepage. Well, all three of these are relevant and can help you optimise this area of your site. The homepage should be kept brief, as explained in my previous post, so any other company information that is not vital to the customer should go on the about page.
Tell the history: With any small business, people want to know the history of the company they are dealing with. Is it a family business? When was it established? If it’s been in business for over a certain number? etc.
Make it personal: With more personal businesses, it’s a great idea to share information about staff members. A short bio and photo for each member creates a much more personal effect if the customer is going to be dealing with the company on a face-to-face level. Adding this information to an about us page also puts a face to a company you may just be dealing with online or over the phone.
Add value: It’s also important to add value to your company on the about page. What sets your product or service apart from the rest? You’re still trying to get across your company’s unique selling point remember.
Final touches: There are also the obligatory essentials like a call-to-action where the customer is prompted to contact the company. Contact details should always appear on the about page as well as links. Social media links, internal links to other pages and links to partners and affiliates. If you work with well-established companies in the same industry then it is well worth linking them to your about page. Asking them to reciprocate this link on their website is also important for SEO, but that’s a for another blog.
I’ve always liked the idea of dotting testimonials around the site and a nice one on the about page will always prove effective.
To recap your about us page should include:
- a company description
- staff bios and images
- the company’s history or formation story
- links and a call to action
- and a testimonial for good measure (optional)
The about page is vital for any website. Not only does it add great SEO value but it’s also key for customers to get a sense of the company ethos and history. An effective about page can be the sole reason for a potential customer buying a product, using a service or signing up.