4 Reasons to Beef Up Your About Page

We all know the saying, “Content is king.” For many digital marketers, this saying only applies to building service pages and blogs. Are we missing out on a key piece of content? 

The About section is the cornerstone of a website. It tells your audience who you are and why they should trust you to provide them with a service. A well-built About page could separate you from your competitors, allowing you to demonstrate your credibility and connect with your audience. Here are four reasons why you should consider building out the About section of your website.

1. Introduction and Credibility

Consider the About page your virtual elevator pitch. This is your chance to introduce yourself and sell a user on your company. You want to be clear and concise but leave a lasting impression. Ask yourself the following questions: 

• Who are you? 
• What do you do?
• What are your core values? 
• What drives you (beyond making money)? 
• What makes your company unique? 

A user should be able to find the answer to all these questions on your About page. Be sure to highlight:

• Your mission
• Values
• Unique selling points

This can help you build trust with your audience. 

2. Showcasing Expertise

Don’t be shy. The About page is the perfect place to boast about your accomplishments, qualifications, and talented team! In line with Google’s E-E-A-T standard, you need to show your audience that you are the trusted authority in your industry. In addition to producing high-quality content pages, you should highlight:

• Any awards you've won
• Success stories and case studies
• Any credentials to further establish credibility such as partner badges

These features can differentiate you from others in your field, giving you a competitive advantage. 

3. Enhancing SEO

Product pages and blogs are not the only places to target keywords. Your About page is a great opportunity to incorporate relevant keywords onto the site. For instance, perhaps you are an SEO expert in New York. Your About page gives you the opportunity to target terms users may be searching to find an SEO agency in your area. 

By adding more valuable content and keywords to your site, you could see improved rankings and visibility on the SERP. 

4. Personal Connection

According to a Gensler study, nearly 90% of users are more likely to purchase a product from a company with which they have an emotional connection. Sharing your brand story and core values can help you reach and connect with users, fostering loyalty and higher engagement. 

Your About page also introduces the people behind your business, adding a human touch to a digital world. Images of your team can break up the text on the page and engage the user, while bios for each member can build credibility and trust. 

Learn More About PBJ Marketing

An About page is crucial for establishing credibility, showcasing expertise, enhancing SEO, and connecting with your audience. It plays a vital role in building a strong online presence and attracting potential customers or clients. 

Not sure where to start? PBJ Marketing provides invaluable guidance and brand marketing expertise to help your business grow. Reach out to our team now to learn more about how we can help you achieve your goals. 

‍