Your “About Us” page may seem unnecessary to your website, but that couldn’t be further from the truth. A well-constructed About Us page doesn’t just build consumer trust and add to the user experience; it can also be an important part of your ongoing search engine optimization (SEO) efforts.
The About Us page serves as a valuable trust signal. Providing content that talks about the company’s history, offerings, and values helps inform search engines about what your brand stands for and how it came to be, and serves as a way to promote trustworthiness for both search engines and visitors.
In fact, the About Us pages are so important to organic search that Google’s January 2025 quality rater guidelines mention them six times. Ecommerce sites and financial sites are called out specifically as sites that require About Us pages as trust signals.
The Six Components of a Successful About Us Page
So what’s in an About Us page? There are some obvious answers to this question, but you can’t just copy and paste from existing content. Instead, you need to provide more unique information that can elevate your trustworthiness and authenticity to both search engines and consumers alike.
1. Company History and Values
This is a prime opportunity to showcase your brand’s success and commitment to excellence and customer satisfaction. Use this space to discuss the company’s longevity, specifically emphasizing milestones such as 5, 10, or 25 years in business. Also, take note of the number of customers served during that time, especially those who continue to be loyal customers or were satisfied with your services. Use these metrics to underline your brand’s ongoing goals of constant improvement and going above and beyond customer expectations.
It’s also important to incorporate images on the page to complement the content. These can include professional headshots of your team, a casual photo at a company outing, or candid photos of staff interacting with customers. Highlighting the human side of the company can also deepen the relationship with the consumer, which can convince them to stay on your site rather than go to a competitor.
2. Location Information
Displaying your business name, address, and phone number, also known as your NAP, is crucial, especially for local search. If you provide services to specific areas or within a large metropolitan space, providing information about your headquarters and service area can put you in the running when someone is searching for your specialties on search engines.
Emphasizing your locality can also be a differentiator in some situations. People might go with your product or service, especially if you have a stronger local presence than other competing brands that are franchises or part of a larger, non-local chain.
3. Unique Value Propositions
What makes you stand out from the rest? Whether it’s pricing, faster shipping, stronger expertise, higher quality, unique partnerships, or higher discounts, make sure to put them front and center on this page. Consumers already want to know more about your business and products, and it only makes sense to use this page to promote your main differentiator.
4. Internal Linking
When writing about your products, discounts, and value props, you should also make it easy for consumers to find your marquee products or services. To that end, add internal linking in your copy where appropriate. Not only does this encourage visitors to click deeper into your site; it is also a valuable SEO signal. Linking to high-value pages increases link authority, boosts the contextual relationship between specific pages, and helps search engines discover content. However, there is a fine line between sprinkling in links and spamming your content. Only add links where appropriate, and avoid overstuffing copy with links to too many pages.
5. Incorporate Social Proof
When your words are not enough, rely on testimonials from your best customers. Use top-rated reviews from notable review sites like Google and Yelp, as well as your own site’s reviews if you collect them, as pull quotes to boost trust signals. You can also add widgets that showcase your social media presence or your interactions with customers online, or incorporate video testimonials. Experiences from your customers help reinforce your message. In some cases, they can be the definitive reason that users choose to buy your products.
6. Implement Schema Markup
When creating your About Us page, you can also add schema markup, specifically the Organization type, to give Google a better understanding of the page’s contents. Incorporate properties like “brand,” “address,” “logo,” or “review” to highlight noteworthy elements of the page, which can help you earn rich snippets to stand out in search engine results pages.
Elevate Your About Us Page
Incorporating the elements above into your About Us page can transform it from a useless part of your site to an effective gateway into your brand’s identity and the products or services offered. Taking time to explain differentiators, highlight team members, and showcase longevity in the industry are just some of the effective tools at your disposal that can easily turn curious visitors into definitive customers.
