Optimizing your About page for SEO

Optimizing Your About Page to Improve SEO

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?

Why an About Us Page is Important

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.

About Us Pages Drive Conversions

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.

How Do You Write a Good About Us Page?

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.

What to Include in an About Page

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:


  • Values, Mission and Vision: Showcase what your company stands for, your mission, and vision for the future. Showing your core values and how your company plans for now and in the future can help visitors understand more about you and what you are all about.
  • History: Where did your company come from and what milestones helped grow the business into what it is today?
  • Culture: Sharing your work environment and how your employees operate on a day-to-day basis can help give your brand that personal touch to future clients and wannabe employees.
  • Bios: Including bios of individuals on your executive team and even all your employees helps put names and faces to your company. Include names, photos, titles and a short bio of all team members you want to include.
  • Careers: Whether on your About page or on another page in the same section, include information about current job offerings and how to apply to work for you. Benefits information is also helpful to include to encourage job seekers to understand your full offerings.
  • Community Support & Corporate Responsibility: This goes hand-in-hand with your culture. You can showcase how employees volunteer their time, causes your company believes in, and organizations you support. 
  • Videos & Images: Videos and images help show your company as more than just words on a page. A video can help invoke emotion about a company and help viewers to understand who you are and what you are about. Images should be used throughout your site to show your employees at work and in the community. Stock images should only be used if real-life images are not available as they don’t really help visitors see who you really are.

Optimizing an About Us Page for SEO

A good About Us page should include the following key elements for the best SEO opportunities.


  • Keywords: Include your location(s), services you offer, and keywords that talk about outcomes and objectives you bring for clients.
  • Content: Incorporate keywords and tell a story about your business, your company values, and what you do for clients. The content should be at least 300 words to rank well.
  • NAP: Your company headquarters’ name, address, and phone number as well as any other office locations if applicable.
  • Optimized Title Tag and Meta Description: Since these elements are often used in search results to encourage users to click through to your webpage, it’s important to include and optimize these elements. An optimized title tag with target keywords will help the page rank for relevant terms. 
  • Schema: Use Organization schema (or a specific type of organization, such as Local Business or Medical Organization) to provide context to search engines about the information related to your business, such as your location, logo, social profiles, contact information, and more. Organization schema should only be placed on one page of your website, which can be your Home, Contact or About page. Additionally, if videos are used on the page, video schema can be added to help rank for video search results.
  • Image Alt Tags: Compelling personal images of your brand are great to add to a page. To help both the images and the page rank, include descriptive image alt tags for each image that describes what the image is about. And use keywords if they fit naturally.

Optimizing an About Page for UX and CRO

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.


  • Social Proof: Include testimonials from clients, awards your company has won, certifications that show your expertise, as well as any other information that can show authority for your business.
  • Case Studies: Showing examples of your work and how you’ve helped other clients achieve their goals can help visitors see what kind of results you can bring for them. Be sure to include relevant data and tangible outcomes that would entice prospective clients to want to hire you.
  • CTA: Include a main call-to-action, preferable as a button or other format that stands out to users to whatever action you want your users to take (usually to contact you). Additional internal links to other relevant content should be used throughout the page content, such as links to service pages, team member bios, careers page or case studies. As shown above, CTA’s on an About page can drive conversions after users learn more about your company.
  • Click to Call & Click to Email: Buttons or links that are coded to allow users to contact you with one click make it easy for users to connect. This can especially be true on mobile devices.
  • Chat Tool: A chat tool can be used for many reasons on a website — to answer common questions, help guide users to the right content on your website, and drive conversions. They can be set to pop-up when someone reaches a certain point of your page or is about to exit to encourage them to contact you or take another action.
  • Social Profiles: Links to your company social media profiles to encourage visitors to follow you and engage with you.

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!

Local Search
Optimizing your About page for SEO

Written by: Missy Williams

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.

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