Many online businesses have a problem that glares at your face, which is not good and unpersuasive About Us webpage. Now, that is a bad thing to happen because this page is one of the essential brand assets and dissimilar to social media marketing and link building, the about us page does not need much constant investment or effort.
The about page is frequently a part of a purchasing journey and helps drive visitors to your business website for potential sales. It is the entry page, and if it has quality content and properly optimized, the page ranks very well in the search engine results pages (SERPs) for brand-specific queries.
Your prospective customers enter your website through this web page, and if you manage to create the first good impression, they can browse the other pages of your website.
The about us page frequently triggers a conversation.
According to an article published on https://www.searchenginejournal.com, the social media platform LinkedIn suggests keyword (KW) research and integrating your selected KWs into the about section as well as the tagline. The about page must have a mission, vision, values, tagline, and positioning.
With all these things in mind, here are some of the best tips to make the About Us page pop.
Think of your ‘About Us’ page as a business card
Though this tip is not specific to the about page, but most important. The web page is like a business card, implying visitors should know more about your business as soon as they land on this page.
Make sure the about page is impressive, eye-catching, and pique user attention at first glance with the requirement of scrolling down further.
For example, the about page should begin with a powerful visual and message. Again, you can start with a catchy and smart tagline.
You need to tell an interesting brand story through your about page so that people remember it, and the page looks relevant to your targeted audience. You can begin by writing a brief history of your business. Keep it short, simple, and exciting instead of making it look like a lengthy essay.
Include a fast, engaging video
The key to the success of your about us page is a quick, exciting video to tell your prospects more about your company, the products, services, and business goals. Videos or moving images are more effective than loads of text and persuade your visitors to stay a little longer on your site and engage with the about page.
It is easy to create an engaging, short, and professional video in a couple of minutes. You can do so by leveraging online video editors. You can create an exciting video by choosing a template, editing the subtitles to narrate your company story, uploading your photos and videos, and adding some music.
You can put your video in the about page, and creating it will not take you more than 30 minutes. You can look up services like www.seosingaporeservices.org/seo-expert-singapore to let the professionals optimize your about page to be on the first page of Google or Bing.
Add a compelling, persuasive CTA
The common problem in most of the ‘about’ pages is the lack of a compelling call-to-action (CTA). The visitors are at a loss to understand what they are supposed to do once they have viewed the page. The about page means the buyer’s purchasing journey, as your potential customers might land on your site through the about us page or use the same as the ultimate research touchpoint.
Therefore, the page plays a crucial role in helping your prospects move through the conversion funnel.
Based on the type of business you have, integrate a CTA so that customers can contact your business, and request a demo of the product you sell, interact with the chatbot, check your catalog, or choose to download your business newsletter or brochure.
You can make your CTAs on the about page more potent by integrating social proof such as customer testimonials, current reviews, featured case studies, and things like that.
Use breadcrumb navigation and analyze your conversion funnel
You should also ensure that your ‘about’ page is simple to navigate. You can do so through breadcrumb navigation or, for that matter, Skip navigation links, which are essential for gaining access. No matter what you do, you need to consider your page as a business landing page, not merely a web page for information related to your company.
Change the page into a conversion funnel, and it means to keep track of the funnel.
The experts in the SEO industry recommend you to keep a close watch on the conversion funnel. Evaluate the performance of the same based on user location, source of traffic, etc. You can make the most out of Google Analytics to assess the conversion funnel and customer journeys once they visit the about page. However, it calls for some setup.
Associate your brand to other establishments
Marketers these days often seem to realize the importance of a link, which is the best way for Google to crawl your website. The search engine giant requires relationships to figure out how well-cited your web page is and whether it is authoritative or not.
Google also needs links to create map sites, the establishments behind them, as well as the concepts they signify. That is why association or linking to other bodies or entities such as companies, brands, and places matter so much. It helps the search engine giant to recognize your place in their knowledge base.
Make certain that you link to your brand’s professional awards, conferences you hosted and spoken, and featured mentions.
Designing an effective About Us page is not as tricky as other marketing jobs. You can implement many positive changes through your about page, like building more trust in your business and ensure enhanced conversions. Make sure you include something engaging and gripping above the fold area. It could be an image, a short video intro about your brand, or a tagline.