Regardless of what industry you are in, having a website to best present your business is a non-negotiable in 2020 and beyond. As a solopreneur and business owner, maximising your time and efforts online is also a must. When users are surfing the web, looking for answers to their questions, your Home Page is the most commonly visited page, closely followed by your About page.
One effective, result-yielding practice is the use of search engine optimisation (SEO) to help you achieve this. Generally, SEO practices for a website can be seen in the title, URL, body, and other parts. However, there is a part of the site that is usually omitted from these practices. The About Page.
An About page contains important information about a business. It tells a brief start-up story, highlights values and services offered by the business, talks about the uniqueness of the business and may have some information on the business owner. A well-crafted, intent-filled search engine optimised About page can increase your leads and land you sales
Here are some ways to improve your About Page using SEO best practices.
Include User Intent Keywords
When describing the values of your company or business, you can include strategic keywords. This involves understanding what your target audience wants and searches for – also known as User Intent. When you shift your focus from only keywords to also creating content that meets the intent of the users, you increase your chances of performing well organically in search engines.
If you offer a certain service in your business that makes you stand out from the crowd, then constructing your keywords around this service can also be helpful.
What is structured data? The best way to describe it is snippets of information added to a website page to tell search engines, like Google the meaning of a page using specific clues.
There is structured data that can be used to make your site better optimised by making your content more search engine friendly. A very relevant structured data for the About Page is the Schema type that can allow better interpretation of your page and it’s content. There are different schema types, and the SiteNavigationElement markup is great for the About Page. By using this, your about page can be found easily when your brand is searched for. Look to discuss this option with your web developer or support person to ensure you are maximising your online efforts.
Relate To Your Target Client
For every business, there is a target client. When creating descriptions on your About page, use words that can resonate with them. Some online users will go straight to the About page to assess a business. If they are unable to relate to your story, you might lose a potential client. You need to engage and connect with your visitors long enough for them to be converted. Think about your tone and who the audience is that you are speaking to.
For example, if your business is fashion related, then you should use a light, conversational tone which portrays your experience. However, if you are dealing with engineering and technical businesses, it fits for you to use a more technical tone.
Include Relevant Information
As a business owner, you know the most relevant information about your brand. Ensure that you input this information early enough on your About page. Save the long stories and explanations for later paragraphs when you must have captured the heart of your reader. Be as descriptive as you need to be. Experiment with video content as this can also boost your page SEO.
Ensure that you are continually making updates and relevant changes to keep your site fresh and visible. This includes a clear CTA (call to action) at the end of your About page, so online users know where to next, and how you can help and provide solutions to their needs.
Having a simple and plain about page just won’t be enough to get the online visibility you need. It takes thought and planning as well as the use of organic optimisation practices. Take advantage of the tools you have at your fingertips to ensure you are putting your best foot forward and presenting your business accurately and well.
Doreen Brown from Let’s Get Visible has 9 plus years of experience working with small to medium businesses using ethical & evidence-based Digital Marketing and SEO strategies. She also has a podcast and online academy to further support businesses with their visibility needs.