In the heart of every business, there's a story. A tale woven from the threads of vision, values, and victory. The 'About Us' page is the tapestry that displays this story, not just to potential customers, but to the scrutinise eyes of Google as well. Today, I'd like to share the essence of a conversation with Jason Barnard, an industry expert, on how to curate an 'About Us' page that serves as a cornerstone of trust and a beacon of authority.
The Anatomy of a Trustworthy 'About Us' Page
While auditing countless 'About Us' pages, I've seen many that amount to little more than a brief and bland paragraph. This is a missed opportunity. Google, and more importantly, your audience, crave context—and context requires substance.
Here's what you need to consider:
Word Count Wisdom: Google leans towards content that's around 200 words at a minimum to understand your brand's story. But don't drown in words; aim for a sweet spot of 500 words for a balance between context and conciseness.
Start with the Present: Begin with what your company is doing right now. This isn't just for Google, which tends to prioritize the content at the top, but for your audience who are more interested in what you can do for them today than in your origin story.
Reverse Chronology: "You need to put what you're doing right now at the top," says Jason. The historical timeline can wait. If your readers are intrigued by your present, they'll be naturally drawn to discover your past.
The Ingredients for an Engaging 'About Us' Page
Lead with Your Latest Achievements: What milestones have you recently achieved? Have you been recognized in your industry? Start here.
Highlight Your Current Offerings: Immediately inform the reader of the services or products you offer at present.
Outline Your Core Values: What principles drive your business? Consumers connect with brands that share their values.
Showcase Testimonials: Sprinkle in some customer testimonials to bolster credibility.
Tell Your Story, Briefly: At the end, give a nod to your history—it's the foundation upon which your present successes are built.
Why Does It All Matter?
Your 'About Us' page isn't just a narrative—it's a strategic element of your SEO and branding. It's the digital handshake that can either initiate a long-standing relationship or end the conversation then and there.
"Your 'About Us' page should be a mirror reflecting your business's soul – it's not just about where you've been, it's about where you're at, and where you're headed."