Our Story, Who We Are, About Us – no matter what the title, it is crucial to include a page on your company website where visitors can learn the basics of where you’re located, what you do, and why it matters. An About Page helps potential customers get a feel for the personality within your business and the motivation behind your work. Along with the useful information an About Page provides site visitors, it can also have a huge impact on your web design and SEO results. Below is a list of five reasons why your website needs an About Page and the benefits it can bring to your business.
It’s the Prime Location for Keywords
Your About Page is where you essentially classify your company to potential customers. You’ll use descriptive words to explain to visitors just exactly what industry you’re in, your areas of expertise, and why they should choose you to do business with. This is the perfect opportunity to use carefully selected keywords in the copy, which will help Google and other search engines evaluate your site appropriately. Proper use of keywords is essential to SEO and can help skyrocket your ranking on the search results page.
It Tells Your Story and Shares Your Mission
Consumers love a good human interest story, keyword being human. If your About Page contains nothing but cold hard facts about your business, visitors are more likely to bounce off of your site simply due to lack of interest. On the other hand, if your About Page shows the human side of your business detailing how your company came to be and outlining the journey you’ve had to overcome along the way, consumers will begin to associate a personality with your business and value your company’s why.
In other words, your About Page can serve as a platform from which you can share exactly what you want people to know about your company, even before the first direct interaction. Paying close attention to the placement and aesthetics of this content will also aid in strengthening your overall web design and SEO.
It Can Boost Your Local SEO
If your company has multiple brick-and-mortar locations, listing each of them on the About Page of your website is an easy way to strengthen your local SEO. Local SEO uses a geographical element that constructs relevancy based on a given location. By including all of your locations on your site, you’ll be increasing your odds of ranking higher on search engine results pages for multiple geography-related keywords and phrases.
It Can Increase the Time Spent on Your Website
A compelling and helpful About Page can help reduce your bounce rate and keep visitors on your site longer, increasing the likelihood of converting site visitors into loyal customers. Visitors will spend more time on your website if its landing pages fulfill their needs. The About Page is a landing page that has the potential to provide a plethora of useful information, such as the company’s location, hours of operation, phone number, and other contact information.
Including Calls To Action, or CTAs, on your landing pages can also help reduce bounce rate, because they deliberately prompt visitors to engage in a certain activity which keeps them on your site longer. Here are a few CTA’s that may be included on your About Page:
- Call Now
- Contact Us
- Request Information
- Schedule an Appointment
It’s Another Space to Add Content With Web Design and SEO In Mind
The word “content” doesn’t just refer to written text. Photos and other images are also vital to your site’s web design and SEO, and your About Page is another opportunity to include them. Not only do photos and images enhance the overall design and aesthetic of your website, but they are also great for SEO. According to Yoast, images are search engine optimized when they are named correctly and have proper alt text. Alt-text is essentially a description of the image attached to it, and appears in place of the image when the image cannot be seen, for whatever reason (like if a visitor has images in their browser turned off). Be strategic when crafting the image name and alt text to be sure it not only describes the image but also includes keywords relevant to the landing page (in this case the About Page). Including relevant photos on your about page complete with fitting names and alt text will help both your web design and SEO flourish.
Build a Beautiful and Beneficial About Page
Whether you are constructing your About Page for the first time, or simply enhancing your current page, be sure to keep the following things in mind:
- Focus on relevant and effective keywords and phrases
- Tell your story (we know it’s a good one!) and share your mission with the world
- Include thoughtful and applicable content; both copy and images
- List all of your locations to improve your Local SEO
- Decrease bounce rate with Calls To Action and by providing visitors with the information they are seeking
Ready to craft an About Page that is crafted with your web design and SEO in mind? Chat with one of our team members today! Creative Click Media is stacked with a full design team and SEO department that can help turn your website dreams into reality.