Many marketers believe a customer’s buying journey will go straight from search engine to product page and then checkout. But a lot of the time, customers will visit the site’s ‘About Us’ page too, which is an extremely important brand asset.

About Us pages can build trust among consumers and help persuade them to make a purchase. Unlike link building and social media marketing, optimising your About Us page doesn’t require any ongoing effort or investment either.

So, if you haven’t paid much attention to your About Us page recently, here’s some actionable changes you can make to boost its performance.

  • Make a Strong First Impression

How long do users stay on your website for? Chances are you already know from your analytics data, but research suggests that most users spend less than 15 seconds on any given website. Therefore, first impressions are everything.

Think of your About Us page as a business card, which not only grabs the user’s attention but is also memorable and encourages them to learn more.

Options include your main tagline, some impressive statistics about the business, a brief overview of the brand’s story or the company’s values.

If you’ve got the time and resources to do so, consider creating a short and professional video, as this has been proven to convince website visitors to stay on page for longer.

  • Link Your Brand to Other Entities

It’s easy to forget that Google needs links to not only crawl the web but also:

  • Understand how well-cited (and authoritative) a web page is
  • Create a map of sites, entities behind them, and concepts they represent

This is why linking out to other “entities” (brands, organisations, places, etc.) is so important, as it helps Google identify your place within its own knowledge base.

So, consider linking to things like your company’s professional awards, featured mentions and conferences you were involved with. You should also use semantic analysis to create copy containing related concepts and entities to make it easier for Google to gain an in-depth understanding of your business.

Using some structured markup can help Google connect even more dots. Point Google to your organisation’s main details (when it was founded, type of company) along with details of social media channels, awards etc.

  • Include a CTA

Providing your website visitors with more detail about your company’s values, culture and team is great. But what are users meant to do once they’ve finished consuming this content? Make the next step easy for them by including a CTA.

Don’t forget the role your About Us page plays in the buying journey and conversion channel. For example, customers may be entering your site through it or doing some final research before purchasing.

Potential CTAs include:

  • Request a free trial
  • Check out our latest products
  • Send us a message
  • Sign up to our newsletter
  • Contact us for more information

Another possibility is including some social proof – recent reviews, testimonials, case studies – to reinforce your CTA.