Opinion



November 13, 2019,   5:47 PM

3 Reasons To Get Strategic with Your “About Us” Page

Ross James

Ross James is an award-winning business insights and growth marketing consultant. From Fortune 500 companies to SMEs, Ross has helped over 100 businesses in the Middle East to accelerate their brand presence and profit online. FULL BIO

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Image source: Piqsels

Imagine a world where no one introduced themselves. Instead of telling others who we are and what we’re doing, we just assumed they already knew. Things would get complicated very fast.

We introduce ourselves because it makes the right impression. It gives us credibility. It creates connections. Just as proper introductions are crucial for networking, a carefully crafted “About Us” page on your website is essential.

Think you don’t need to adopt a strategic approach when it comes to your “About Us” page? Think again. Even huge companies with steeped histories and far-reaching reputations (Samsung, Google, and Adidas) quench this need.

Your “About US” page will influence your business growth in three major ways, and you’re going to want to take advantage of them.

Search engines

First, take a look at the advantages of this web page from the perspective of search engines.

Search engines aren’t smart enough to read your website like a human. They can’t synthesize who you are and what your site is about without technical prompts. Instead, search engine crawlers look for something called structured data to tell them who’s running the show.

Structured data elements allow you to specify the legal business name, the name of the founder, the business type, telephone number, address, etc. When searchers look for these kinds of details, the search engine is able to easily display the information. Digesting this kind of information also tells the search engine bots that your site is owned and run by a real entity.

The direct impact schema mark-up has on SEO is minimal. However, with SEO, you want to use all the help you can get to boost your rankings. Every little bit helps.

Digital PR and link building

If you’re in the process of improving your site’s visibility online, be sure to make plenty of room for digital PR and link-building in your SEO strategy. References back to your website from trustworthy, authoritative websites continue to act as important votes of confidence from the perspective of Google’s algorithms. The more trustworthy your website is perceived within your vertical, the higher rankings and greater volumes of traffic Google will send your way!

When looking for ways to get these invaluable links to your site, it is imperative to employ an outreach-driven approach. While there are opportunities online to simply pay for a number of links, know you’ll most probably be sacrificing quality, while jeopardizing the health of your website going forth. Instead, reach out to relevant sites in your niche via email and kick-off the process of trying to “earn” a link on the desired website. The most common way of doing so is to engage in value exchange, whereby you provide the website with compelling content that is of interest to their reader base in return for a backlink to your website.

Many link requests get rejected for one simple reason: there’s not enough information about who you are or what your website is about. Just as you’re aiming to reach credible contacts, they’re looking to feature credible sources. Without a fully fleshed-out “About Us” page, how is that contact supposed to quickly know, like and trust you and your site?

Create a high-quality “About Us” page and include a link in your outreach emails. This way, the webmasters can quickly read your biography, what your accomplishments are, and understand where your authority comes from.

User experience and conversions

The “About Us” page is the second-most highly visited page on a service-based website, just after the homepage. Let that sink in. This powerful position means it can make or break your site’s user experience and therefore impact the sale. When written well, it can build authority and trust among your audience.

If a site visitor learns who you are and why you’re a credible brand, they will feel connected. As a result, they are more likely to become a customer.



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