What’s the first thing you do when you visit an unfamiliar business? After you look at the homepage I mean. If you’re like most people, you navigate to the “about us” page because you want to know what the company actually does. Not to mention, the About page ranks well for brand-driven search queries, meaning searches that contain your company’s name. Also, this page shows up in sitelinks or mini-sitelinks, meaning, when you google a company there’s either an indentation that lists certain pages, or there’s a band under the web URL with various links you can click on.

The About page is crucial for building trust and converting browsers into customers and clients. How does your About page stack up? Does it sing? If you’re not sure, don’t worry, as a Charlotte web design & development company we can give you the inside scoop.

Be Short and Snappy

Get to the point as quickly as possible on your About page. In other words, don’t make people scroll to figure out what you do. You also want to hook people and leave them wanting to learn more about you. Your About page should be eye-catching and memorable. That could mean starting with a tagline and then displaying your customers’ stories and the company’s values. It could also mean sharing what you do and listing impressive stats. For instance, you might say, “We’re a company that’s been in business since 2002 and has the greatest variety of dog leashes anywhere in the world.”

As a Charlotte web designer, we at Web Symphonies mention that we’ve been in business since 2005, have helped 400 businesses, and are experienced with SEO (search engine optimization) because that’s what our customers care about. What do your customers care about? If you don’t know, ask!

Link, Link, Link

I’ve written before about the importance of backlinking, or when another website links to you, but linking goes both ways, meaning you also need to link to other websites. Google uses this information to understand how well-cited (and thus authoritative) any page is. If you make a lot of claims like, “We are the best company in the world,” but don’t offer any proof in the form of awards, it’s just hyperbole and doesn’t show search engines that you’re trustworthy. Linking to other websites be it an organization, place, or brand, helps the search engines to determine your place in the world and how connected you are.

In your About page, you’ll want to link to

• Professional awards
• Mentions of your company in press, podcasts, reviews, blogs, etc.
• Conferences you spoke at
• Publications you’re a part of

That sort of thing. You can also include links to clients you’ve worked for. You’re establishing yourself as a known entity in the world wide web and search engines want to know you are actually a part of that web and not merely floating in the ether. Linking acts as an anchor.

Other things to link to in your About page are social media channels and landing pages. Pssst, if you want help creating a landing page, as a Charlotte web design company, we can do that for you.

Close with a CTA

Now that you’ve reeled someone in with a memorable About page that’s sort and snappy, links to other entities, and establishes your place in the world wide web, seal the deal with a call to action (CTA).

Your customers and clients may be navigating to your About page before your homepage so that means you need to put a CTA here too. A CTA could be a:

• Request for contact
• Scheduling a free consultation call
• Signing up for a newsletter
• And more

You want your About page to act as a commercial landing page to convert people, not merely a page detailing what your business does. If you need help setting up your CTA, as an N.C. web design company, we can help with that.

Takeaways

Optimizing your About page is an easy way to build more trust and convert more customers/clients. You want it to be short, snappy, link to other entities, and include a CTA. Don’t underestimate the power of a good About page! And if you need help, get in touch with us via email or call (704) 336-9113.

Are you ready to transform your online presence? Get expert guidance on optimizing your About page from Web Symphonies and take the first step today!