Everybody’s got one. Or at least they should have one. And it’s probably boring and uninteresting at best. The truth is that many ‘About Us’ pages fail because they don’t effectively share the company story or establish a clear brand identity, often resorting to boring clichés. It’s mostly likely the same old drivel they’ve already seen everywhere else, so why waste time reading yours? “We started because blah blah blah!” “We’re the best ever at whatever”. Who cares!! People want to be captured by your words, not put to sleep.
In many cases a website’s About Us page is the second most important page on the site. After the home page, the About Us page is a critical touchpoint for visitors, significantly impacting the overall user experience as they explore a new company or service. That’s why it is so important to make sure your page tells your story in a compelling and interesting way. But that does not mean that everyone needs to accomplish this the same way. The methods vary from site to site and if done well will reflect the personality of the company.
As an example, here is an article that discusses the many ways to create interesting About Us web pages that will convince users to keep ready. They get the message across in interesting and compelling ways that keep visitors engaged. And by the way, customer engagement is the name of the game now for SEO. Search engines are not only tracking who comes to your website and how many visitors do you have. They’re also tracking metrics like time on page, which helps lower your bounce rate; this is one of the key search engine ranking factors that tells them how interesting your site is to visitors.
One more thing to consider is this… Don’t stop with just the About Us page. If you want a website that’s compelling and gets results, your About Us page must be part of a cohesive content strategy that considers all aspects of on-page SEO and digital marketing. What does it say? How do you say it? Except for you, would anyone be interested in it? The answers may be hard to swallow, but if you’re really in the game to win, you’ll ask them and take action based on what you really see.
Store. And it’s a secret worth discovering.
