Written by: Missy Williams
Published: 31 January, 2022
One thing you see on nearly every website is an About page. This page helps visitors learn about a business, person, group, or organization. An About page can help users decide if they are a good fit for whatever they’re looking for—to do business with a company, find out information about their favorite celebrity, decide whether to donate to an organization, and more. But how important is an About page? And how do you write a good About Us page for your website?
A website’s About page can show visitors who you are, your background and expertise, why you do what you do, and even your journey of how you got to where you are. Whether you're writing an About page for an organization or an individual, this is your chance to tell your story and help users really understand who you really are and why they should care.
As a business, it’s important for your website visitors to get to know you beyond the services you offer and where you’re located so they can decide if you are an organization they want to do business with. Sharing your values, why you started your business, your history, and expertise can all make users feel more confident about working with your business.
When it comes to SEO purposes, an About page can help you incorporate important keywords that talk about your business and what you offer. It can help you get found by users looking to learn more about your specific business or searching for a business in your industry. In many cases, it can help you get found locally for “near me” or location-specific searches. An About page also has an opportunity to display in your search result sitelinks, which helps guide users to the top pages on your website related to their query.
Looking at analytics data from our clients we’ve uncovered that for some of them, their About Us page actually converts at a higher rate than their Contact page. This is a critical piece of insight to their buyer’s journey: the contact page that asks people to contact them isn’t enough. Visitors want to learn more about you before they contact you and will browse the site to find that information. It’s important to tell those visitors a compelling story to get them to make a connection AND it’s important to have conversion elements available on your about page, such as a form, chat or phone number link.
To write a good About Us page, you should consider your brand messaging and how you want to represent your company. For some businesses, this is an opportunity to get personal and have fun with the content. For other more professional brands, you may want to stick to the facts and history of your company. Whatever your company’s style, there are some key elements to include to ensure you’re writing a complete About page and are writing for the best SEO, UX and CRO outcomes.
There are many details you can include in your About page to help tell your visitors your company’s story. Including these details and including keywords for SEO copywriting purposes can also help the page rank well in organic search results. Consider including the following items in your About Us page:
A good About Us page should include the following key elements for the best SEO opportunities.
SEO copywriting is important to help your page rank in search results, but you also want to consider UX (user experience) and CRO (conversion rate optimization). To ensure you are creating an About page with UX and CRO in mind, consider including the following either on your About page or in pages within an About section of your website.
A company’s About Us page can make a difference in whether someone decides to work with you or for you. So make sure your page is compelling and optimized for search and conversions. Need help with SEO copywriting? Let the experienced team at CRO:NYX Digital elevate your website content!
Missy is the Inbound Marketing Manager at CRO:NYX Digital with a strong focus on digital strategy, SEO, and social media. Driven by results, she takes pride in growing website traffic, conversions, and engagement for companies in a variety of industries.