As Drive Traffic Media, an Orange County SEO company, explains, your website’s About Us webpage has two specific audiences. The first one is visitors with no knowledge of the brand, and the second one being visitors who know the products/ services and/or brand quite well. 

Therefore, your objectives for this page should two-fold as well. Firstly, they should be memorable enough for first-time visitors to even think about becoming your customers or joining your community; and secondly, convincing them enough to get good leads so they ultimately purchase from you. 

So, what are the best ways to use your website’s About Us page to connect with customers? 

Should The About Us Be A Page Or A Site? 

This question is quite a curveball for many SEO company clients. However, many Orange County businesses set up websites to outline their values, give a look into daily operations, and share the leadership story.

The primary advantage of a separate website is that it can lead to several positions for a branded search in Google, provided that Google is actively moving to give more varied results by including only one or sometimes two domain names in the rankings. 

If you don’t have a separate website, prospects, or clients doing a brand-related search on Google will only view your website once. This could make it more difficult to bring in visitors who might get sidetracked by other results and click away even though they have been searching for you in the first place. 

When you keep your main domain and an About domain, you have better reign over your customers’ behavior, guaranteeing that they will end up on your property. For instance, Amazon’s About property is second when you conduct a search for Amazon. 

Also, the About site is at the number 1 position for other branded queries such as innovation amazon and amazon company culture, which cements a solid brand’s presence when doing an organic search. 

If you choose to create a separate website, think about registering another variation of dot-com domain. It is advisable to go with top-level domains to boost the memorability of your brand, such as dot-press, dot-fun, or dot-store. 

In the case that your brand name is not actively searched online, maintenance of numerous websites is challenging, or if you don’t have a lot to mention about your company, you most probably would be better off by keeping your About page on your original website. 

What Type Of Content Should I Add? 

Tell Your Story

About 66% of consumers believe in a company’s head leader to have a reasonable or significant deal of influence on the company overall. 

This outcome is very predictable since people find it easier to connect to a person rather than a corporation. This is why it is so valuable to humanize your brand by telling your founder or CEO’s story according to an SEO company in Orange County. 

For example, Google does an amazing job telling the founders’ story. It isn’t too long-winded and gets to the point within the headline. Google had humble beginnings in a garage, an unconventional start in an unconventional story.  

There are times that visitors to an About page want concise, to the point information. For instance, writers who require general information about a company usually go to the About page. Google intelligently includes basic details as a standalone item on the left. 

HubSpot’s About page is a good example of envisioning the company’s story through a timeline. Furthermore, it explains in detail its mission, history as well as its story. 

Publish A Video

Adding a video to any landing page is always a brilliant idea. Videos are not only a very popular medium but they are very effective as well. 

When you include a video on to your About page, you disclose a lot of information without taking up too much space on the page. Also, they are very relatable and can provide a look behind the scenes that no other content format can offer. 

Don’t Leave Out Your CTA

If you want visitors to keep on reading your website or to purchase from you, the About page should make both directions obvious. 

Utilize Schema And Semantics

Besides making your business a trustworthy brand, the About Us page acts as another vital purpose, which is transmitting important signals that Google will use to classify the site’s rankings. 

Google invites its human raters to assess how trustworthy the website is by checking its About Us page to get a feeling of how real and authoritative the brand is and if it belongs on the first page of Google results. 

It is a good idea to build your About page the way Google understands it. Online communities such as Schema.org, which promotes structured data, starts to step in at this point. Schema, a unique type of code, is used to convey the meaning and the content structure for the algorithm machine to interpret. 

In regards to the About Us page, it is most probable that you will use organization schema, which also links to your official social media channels for Google to make those crucial relationships.

If you want to advance even further and help Google link you with the appropriate industries, use semantic analysis to create a copy for the About page that Google can understand and properly place inside its knowledge base. You can use the Text Optimizer tool to help you out. Just run your extensive topic through its “optimize” section to generate the list of crucial links and related entities that can help Google put everything together. 

Should Everything Be Implemented? 

You may be thinking that using all these recommendations will make your page look overwhelming. However, you should prioritize the ones you consider to have the most significant effect on your audience. 

Look at your About Us page as a content hub. You don’t have to put all your content there, but the page should link to everything else, such as mission statement, media coverage, blog, contact information, and so on, when it comes to your brand.