About Page Optimization: Useful Tips and Tricks for Better Performing
In the process of SEO optimization of a site, many make the mistake of concentrating on the main page and not paying attention to the rest. This applies to the about page, which is usually filled in hastily and eventually forgotten about. However, if you want to achieve a better SEO result, we advise you to change your approach and make every effort to create a better performing page.
What is About Page and What Is It About
The about page contains all the necessary information about your company and what it does. It is necessary for the user to get acquainted with your activities, draw conclusions on how you can be useful to them, and decide whether they are interested in continuing to travel around your site.
This page is present on almost all sites, but depending on the goals pursued by the business, its appearance may vary.
Getting Started With the About Us Page
Before you start optimizing the about us page, you need to figure out what tasks it can solve, what it should tell users about, what should be emphasized, and what it is best not to mention.
First, introduce your company and your target audience. Think about why you are better than your competitors and why a person should choose you. Are you the veterinary clinic that rescued a cat with a rare disease? Or are you a workshop that creates unique shoes by hand? Are you a lawyer who won a high-profile case and helps people get out of seemingly unsolvable situations? Plan how your page will look based on who you are and what you are ready to offer the prospect.
When you are planning a vacation and looking for short-term rental housing in other countries, you probably do not want to read the boring history of the emergence of a service that provides such a service. You will most likely be more interested in how successful they are in their business and why you should choose them.
The Airbnb team took care of this ahead of time and made the about us page concise with all the information needed.
The header of the page contains an attractive thematic image:
Next comes a short informative text about what the service does and photos of the founders:
And finally, statistics and interesting facts can be found:
Please note that at the bottom of the page, the user has the opportunity to learn more about the stages of the company’s development over the years. Without publishing the entire history of the company in a text version, they preferred infographics with interactive elements. All the basic information fits on the page, and the additional information is left at their discretion.
How to Write a Good About Me Page
Onpage optimization may seem like an easy task but it is not always the case.
We’ve put together basic tips and tricks for you to help you create an effective about us page.
1. Always write the information on the page in the first person
Some companies make mistakes when creating content on the about us page from a third party. This can mislead the visitor because they have no direct relation to this description, and the information is generally written about an abstract, not a real-life company.
Therefore, always write about your project in the first person.
Example: Wholesome culture
An American clothing brand that promotes eco-activism. The brand is told from the first person, from the first lines the ideology and the main values of the company are spelled out:
2. Use more interactivity: avoid long and boring text
As much as you would like to share all the details of a difficult professional path, it is better to save these stories for your grandchildren. Users are interested in the results of your work, so if you decide to tell a fact from your biography, make sure that with it there is information about how it affected your business. For example, speak on how you graduated from Harvard and started your own business in the same year.
We also recommend that you take care of the presentation of information. Text canvases are a bad option. Give preference to infographics and interactivity. Add functionality and appeal.
The world-renowned Scottish web search engine for air travel data, which allows users to view flight information according to a variety of criteria and operates in 30 languages, also focused the information on the about page on the most important things. You will find answers to questions on what exactly the service specializes in, get to know the team, and learn a little about the history of the company. This is also presented in a handy infographic:
3. Take care of readability
In pursuit of creativity, you may miss one small but very important detail. The page with information about your company, like the rest of the site pages, must be readable. Don’t negate the beautiful design, but try to avoid too small or too large fonts, acidic backgrounds, and animated banners, which are stressful and inconvenient for the average user.
Readable text, a calm thematic background, and laconically presented information. The international sandwich store of English origin Pret, despite a rather diverse target audience, has chosen the correct and fairly neutral style. This is relevant for people of different ages and areas of employment.
4. Avoid stamps
When looking at the about us pages of different companies, it sometimes seems that most of them were created according to the same text template. “Dynamically developing company”, “Qualified assistance”, “Team of professionals”, “Creative thinking”, “Market leader” and much more can be found on every other site. Don’t forget that the user loves having an evidence base much more than using outdated and worn-out templates. You are writing for real people who will have to read your text. Make sure that after reading it they do not lose the desire to interact with you further.
Example: Yellow Tail
Despite their fame in the circles of lovers of good wine, the Australian wine brand does not write that they are leaders in their niche and how unique they are. Instead of a thousand words, they have an honest history of the company in a beautiful presentation with beautiful archive photos. This looks much more convincing.
5. Choose the right communication tone
At the beginning of this article, we mentioned that if you do not know how to write an about me page, you need to start by identifying your target audience. If you are a brand of youth clothing or a geek toy company, choose a friendly tone of communication, maybe using slang or addressing the audience personally. The pompous tone of communication in this case will be clearly inappropriate. If you are a company offering a brand promotion, the tone of voice will be different, discreet, and respectful. In both examples given, neither go to extremes.
Example: Kiehl’s and Urban Decay.
These are two American makeup brands and both are popular. However, you might notice a difference in the tone of communication with users. What is the difference?
Kiehl’s is a pharmaceutical cosmetics company with a long history. Their target audience is mainly adults. Urban Decay is a youth brand that is in demand among teenagers. Therefore, the accents in the text and the general style of the “about us” page are fundamentally different from each other. Also, note the huge difference in color choices.
6. Don’t ignore the markup
Your website visitors should easily find the information they came for. To do this, do not forget to structure the page into blocks. Avoid solid text and do not forget about headings and subheadings. Do your best to make it easier to scan your eyes and not waste a lot of time on your site looking for something important.
The British car company Bentley Motors Limited has structured its page nicely withbasic information and adding sections that may be of interest to a potential client in the first place.
7. Pay attention to about the author page
Despite the fact that the biography of key employees of your company will not have a direct impact on the ranking, its presence can fulfill another. An equally important function is building trust between the users and the brand. If you go to the About us page and want to learn more about the company, you will be pleased to see the people behind its creation. Seeing real people gives confidence that you get to know the company better on a subconscious level. It works roughly the same way as social media avatars. People with cats instead of their photograph in the 21st century definitely raise questions.
Biographies should not be voluminous. A photograph and the position that a person occupies in the company will be enough.
For example, how the BBC handled this task:
8. Add CTA
Once users have read the basic information about the company, they need to decide what to do next. Help them do that by adding a call to action button. It can be anything, depending on what the company is doing. Here are some examples: see a fresh collection of clothes, subscribe to a resource, get a discount on goods for registering on the site. Read more in the article What Is a CTR. Why Is Click-Through-Rate Important?
The English print company MOO invites you to subscribe to their mailing list for special offers, news, and ideas for inspiration:
Additional Optimization Tips About Us Page
- Refresh the page
The history of the company hardly requires constant updating, but make sure that other components such as infographics, statistics, and information about employees remain relevant.
- Don’t try to sound better than you are
Don’t lie to users. Glossing up reality in the digital age is a bad idea. If someone checks the reality of your statistics and it is different from the one indicated on the site, it will damage your reputation.
- Don’t talk about competitors
If you have come up with a product that is much better than another particular brand, you should not write about it on your website. Describe the obvious advantages of your product rather than the disadvantages of your competitors.
- Leverage the experience of competitors
It is bad form to speak badly about competitors and write about it on your website. Studying the about page of all competitors is a competent approach to the issue. Analyze what you think they did well and what didn’t. Use this information to optimize your own page.
- Learn storytelling
Learn to present information in an interesting and exciting way. If it seems like your business is too boring for anyone to read its story, try storytelling. If you know how to make the text engaging, its subject becomes secondary.
- Don’t forget about using keywords
On the About us page, keywords are just as important as on any other page. Remember to use them, and do it wisely.
- Structure data with Schema markup
This is an important SEO step that you shouldn’t miss. For more information on markup, see What is Structured Data?
We shared all the tricks we knew to improve the “about us” page. Take this guide, the inspirational about us page examples we’ve reviewed, and analyze your existing page. Fix any bugs, add photos, videos, and work on the submission. We assure you that the results will not keep you waiting long! Most importantly, remember that the About us page is the face of your brand and must be presentable and compelling.