Three Steps to a Better-Performing About Page

Posted by AnnSmarty

Somehow, numerous business I’ve come across online have one glaring problem in common: a very weak and unconvincing About Us page.

This doesn’t make any sense in my spirit, as the About page is one of the most important brand assets, and unlike tie structure and social media marketing, it doesn’t require any ongoing effort or investment.

An About page is often part of a buying passage. It can drive people to your locate and facilitate convince them to deal with you. And, in these uncertain times, you can use it to help build trust in you and your business.

Creating a solid About page is a one-time task, but it will improve both symbol patriotism and alterations for numerous months to come.

Why is your About page so important? It is often an record page

Whether you’re a business owner or blogger, your About page tends to rank incredibly well for brand-driven search queries( those that consists of your appoint or your brand name ). If nothing else, it shows up in your sitelinks 😛 TAGEND

Or your mini-sitelinks 😛 TAGEND

This means your clients will often enter your site through your About page. Is it making a good first impression to convince them to browse your area further( or involve )?

Let’s not forget that labelled inquiries have high-pitched meaning, because people typing your brand name in the search box previously know you or have heard about your concoctions. Neglecting to meet their needs equals a missed opportunity.

It is often a transition prompt( and more)

How often have you checked a business’s About page before buying anything from them? I always do, specially if it’s a new firebrand I haven’t heard of before.

Or perhaps it’s not even about buying.

Anytime someone approachings me with a quotation or an interview petition, I always check their About page. I refuse to deal with bloggers who don’t take themselves seriously.

Likewise, I often look to the About page when trying to find a press contact to feature a tool in my article.

On a personal level, I ever open an About page to find a brand’s social media sketches when I want to follow them.

A lack of the details of the, well-structured About page often makes leaked alterations as well as missed backlinks or follows.

It is an important entity optimization resource

We don’t know exactly how Google decides whether a site can be considered a brand, but we have well-educated possibilities so we can help Google in making this decision. The About page is a excellent entity optimization asset.

First, what we know: An About page is mentioned in Google’s human rating guidelines as one of the ways to determine the “expertise, authoritativeness and trustworthiness”, or E–AT, of any page.

Human raters don’t have a direct impact on search results, but their assessments are used to teach Google’s algorithm to better rank sheets. So if the About page is just coming up in their guidelines, it’s likely they use it as a standing signal.

Second, Google is using information you choose to put on your About page to put your business inside their knowledge base, so it’s important to include as much detail as you can.

With all of this in mind, how should you developed in partnership a great About page?

1. Start strong

This step is not unique to this particular page, but that doesn’t make it any less important.

Treat your About page as a business card: People should be willing to learn more as soon as they see it. Your page should be eye-catching and memorable, and give scrutiny at first sight without the need to scroll down.

For example, Cisco begin with a potent situation and word 😛 TAGEND

Nextiva begin with their central tagline 😛 TAGEND

Slack tells us exactly what they are doing and summarizes up its most impressive stats 😛 TAGEND

Telling your brand’s story is a great way to conclude your About page more memorable and relatable. Terminusdoes a good job at starting their page with some autobiography about the company that foliages you wanting to know more 😛 TAGEND

And Zoom begin with a video and a inventory of the company’s importances 😛 TAGEND

Starting your page with a speedy, attention-grabbing video is probably the best idea because video has been proven to convince visitors to linger a little bit longer and start engaging with the page.

You can create a short and professional video within hours exerting web-based video writers like InVideo( in fact, InVideo is probably the most cheap mixture I’m aware of ).

To create a video intro employ InVideo 😛 TAGEND Pick a templateUpload your portraits and videos( or use the ones inside the platform) Edit subtitles to tell your brand’s storyAdd music or a voiceover

It’ll take you just 30 times to create a captivating video to put one over your arrive page 😛 TAGEND

2. Link your firebrand to other entities

With all that Google-fueled nonsense going around about nofollowing external relates, or even linking out in general, marketers and bloggers tend to forget about one important thing: A tie-up is only thus for Google to crawl the web.

More than that, Google needs connected to 😛 TAGEND Understand how well-cited( and hence definitive) any page isCreate a map of locates, entities behind them, and perceptions this constitutes

This is where linking out to other “entities”( e.g. firebrands, organizations, locates, etc .) be very important: it helps Google identify your place within their own knowledge base.

To give you some projects, make sure to link to 😛 TAGEND Your company’s professional awardsYour boasted mentionsConferences you were/ are speaking at

For personal blogs, feel free to include references to your education, past firms you worked for, etc.

To give you a speedy sample to seeing how beneficial this may prove to be, here’s my own Google Knowledge Graph 😛 TAGEND

How did I get onto?

To start, “Shorty Awards” is Google’s recognized entity. When I was nominated, I is in relation to that bulletin from my blog, so Google connected me to the entity and made a labelled Knowledge Graph.

This nomination is hardly my merely — or even most notable — accomplishment, but that’s all Google needed to leant me on the map.

Google may know you exist, but without making a connection to a known entity, you can’t become one yourself. So start by making those associations working your About page.

To help Google even more, use semantic analysis to create copy containing referred theories and entities 😛 TAGEND Register at Text Optimizer and nature in your core keyword( something that describes your business pattern/ niche in the best possible way) Choose Google and then “New Text”

Text Optimizer will feed your inquiry in Google, grab inquiry snippets, and apply semantic analysis to generate the list of related theories and entities you should try and include in your content. This will make it easier for Google to understand what your business is about and what kinds of associations it should be improving 😛 TAGEND

Using some organized markup is also a good idea to help Google connect all the dots. You can time Google to your organization’s items( year it was founded, founder’s name, type of company, etc .) as well as some more details including official social media paths, accolades, accompanied bibles, and more.

Here are a few handy Schema generators to create your system 😛 TAGEND

For WordPress users, here are a few plugins to help with Schema integration.

3. Include your CTA

Most About pages I’ve had to deal with so far have one issue in common: It’s unclear what users are supposed to do formerly they land there.

Given the page capacity in the buying journey( customers may be opening your website through it or abusing it as a final study touchpoint ), it is very important to help them proceeded down your shift channel.

Depending on the specific characteristics of your business, include a CTA to 😛 TAGEND Request a personal demoContact youCheck out your catalogueTalk to your chatbotOpt-in to receive your downloadable booklet or newsletter

Apart from your CTAs, there are helpful ways to attain your About page easier to navigate from. These include 😛 TAGEND Breadcrumb navigation“Skip” navigation tie-ups( which are essential for accessibility, too)

Whatever you do, start considering your About page as a business bring sheet , not just a resource for information about your business. Turn it into a alteration funnel, and this includes monitoring that funnel.

On WordPress, you can set up each connection or button on your About page as an phenomenon to track consuming Finteza’s plugin. This path, you’ll be able to tell which of those CTAs bring in more customers and which are leaking conversions.

Finteza allows you to keep a close nose on your conversion pour and analyze the effectiveness and efficiency based on traffic source, used place, and more.

For example, here’s us moving all kinds of “Free Download” buttons. It’s obvious that the home page has many more entryways, but the About page seemed to do a better job at coming its visitors to convert 😛 TAGEND

[ I am employing arrows to show “leaked” clinks. The home page us certainly losing more sounds than the “About” page]

You can utterly use Google Analytics to analyze your shift move and user excursions formerly they land on your About page, but it will require some setup. For help, read about Google Analytics Attribution and Google Analytics Custom Dimensions — both sources are helpful in uncovering more penetrations with Google Analytics, beyond what you would normally monitor.

Like any other top- and middle-of-the-funnel pages, you’re welcome to reinforce your CTA by exerting social proof( recent scrutinizes, evidences, boasted bag studies, etc .). Now are a few sentiments for placing testimonies.


Creating and optimizing your About page is a fairly low-effort strategy, peculiarly if you equate it with other commerce duties. Yet it can bring about various positive changes, like more trust in your firebrand and better transition rates.

You should plow this page as a business card: It needs to create a very good impression in an instant. Put something attention-grabbing and engaging in the above-the-fold area — for example, a speedy video intro, a tagline, or a photo.

Consider using relates, semantic analysis, and organized markups to help Google associate your label with other niche entities, and introduced it into its knowledge base.

Add CTAs( and experimentation with different kinds of CTAs) to cause your sheet visitors to follow your shift move. An About page is often an underestimated, yet a very important element of your customers’ buying excursions, so make sure it’s clear where you want them to proceed.

Thanks for decipher, hope it was helpful, let me know your thoughts/ the issues of specific comments. Let’s discuss!

Sign up for The Moz Top 10, a semimonthly mailer modernizing you on the top ten hottest slice of SEO news, tips, and rad ties-in uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Read more: