The ‘About Us’ page is one of the essentials in building trust in your viewers. It can also be a great marketing tool, if created with thought and care.

Too many companies treat their ‘About Us’ page as a straightforward informational page, with the result that the page is dull, plain and boring. When you think about what an ‘About Us’ page does for a site, this is just about the worst thing you can do. The ‘About Us’ page is the introduction for the real structure of your business, and you want it to reflect your business’ personality. A plain and boring page may put your visitors off.

The ‘About Us’ page should have your company details laid out in a fairly plain fashion, but there is also room for a bit of storytelling. Visitors like to see how a company got started. In a few paragraphs, talk about how your business began and how far you’ve gone. Discuss the reason you built your website. This is a good section to mention some of your keywords, too. For help with polished and engaging content for your ‘About Us’ page, ask SEO Consult for advice.

The ‘About Us’ page is a good page to introduce some of your staff. This is a particularly good idea if your site features a blog or if you engage in social media marketing. Give each of your key staff members a brief bio, making sure to mention how they’re enjoying engaging with the web community if they are your representative for a social media site.

Staff pictures can be a great addition to your ‘About Us’ page, but this is another area that is often mis-handled. Include a picture with each staff member’s bio, but make sure it fits in with your site’s design. Make sure the images are uniform in style – a lot of sites struggle to keep up with staff changeover with the result that professional quality images appear beside webcam snaps. Webcam shots can create a great casual feel on your ‘About Us’ page, but be uniform in your approach.

You can further optimise your ‘About Us’ page by linking through to other relevant areas of your site. ‘About Us’ pages usually flow directly from the home page of a site, but if you have policy pages you should link your ‘About Us’ page to them. You can also link to individual staff members’ blogs from their bio.

Don’t fall into the trap of appearing too professional on your ‘About Us’ page, dependent on your industry of course. Many companies succeed in building a friendly-looking site, but ruin the effect by becoming too corporate on their ‘About Us’ page. It’s okay to have a picture of your CEO in casual clothes. It’s fine to have a bit of humour in the way you tell your company’s story. Viewers will relate more to your business if you are willing to show some humanity, and this will lead to a stronger relationship and return traffic.

Your ‘About Us’ page will be one of the most visited pages on your website, so make the best use of it you can. A good ‘About Us’ page will engage with your viewers and build trust. It should help you to build relationships and at the same time add to your search engine optimisation. At SEO Consult, we can help you to put this page to good use.

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