Making Your “About” Page Count
How optimizing your “About” page can make all the difference
When was the last time you updated your business’s “About” page? Hopefully, it has not been long because consumers visit “About” pages to find out information about a business, and also to get to know its management. In an article on eConsultancy, Chris Lake attributed “no ‘about’ pages” as a reason that many consumers leave a website. Unfortunately, neglecting this page is a common mistake that businesses make.
Influential social media star Chris Brogan only recently realized just how important his “About” page was to his readers. As the above video points out, he was so caught up in focusing on what he wanted his visitors to do that he didn’t even realize that his “About” page was the #1 clicked spot on his website.
With Brogan and Lake’s stories in mind, it is clear that “About” pages are important to business. Aside from providing useful information to consumers, “About” pages also give businesses the opportunity to send messages to its prospects, customers, investors, and partners.
So, what should it include? For starters, the 5 W’s of journalism help to cover the basics: who, what, where, when, and why. “How” is often included in those primary elements and is important to cover as well.
It should also be noted that the trite expression “less is more” doesn’t really apply to “About” pages. Details are important, since it gives consumers a greater understanding of who the business is. If the page appears to be too long, you can always divide it up into other pages. For example, you can segment the content into separate pages for staff Bios, the mission statement, and more, and then include links to them on the “About” page.
Another important aspect of an “About” page is personality. A business should try to convey its culture in its “About” page. This can be done through images, videos, and even fun facts about the employees or business itself.
After the content is figured out, the next step is to make sure your keywords match the new text. If you keep your “About” page current, your keywords may change frequently.
Once you do all this work to your “About” page, it would be a shame if people couldn’t find it. To keep this from happening, don’t try to name your page something unusual or witty. Instead, keep it clear and simple.
The bottom line is that you wouldn’t want to do business with someone unless you knew a little bit about him or her. Incidentally, this same principle applies to consumers and your own business.