8/30/2023 0 Comments An about us page template![]() ![]() They often are landing pages, but not because they rank in the usual ways. This doesn’t mean they don’t attract visitors from search. ![]() Unlike service pages and articles, which often target keyphrases, About pages don’t target a phrase other than the brand, and the homepage ranks for that. Forget about keywordsĪbout pages are not a search engine optimization (SEO) opportunity because they aren’t keyphrase-focused. This is also a key place to add visuals such as images of people and badges, like awards, certifications, memberships or other trust seals. The About page is an excellent place for a video, which is basically an 8-minute documentary about the brand. Don’t break up pages unless the pages are long. This works well, but beware of “thin content.” There is no need to make a separate page for your mission if the mission is just 100 words. It’s an actual section, with a small set of pages, each addressing an about-related subtopic. Single page? Or About Us section?įor many sites (this one included) the About content is more than one page. They all basically convey the same thing: this is the page specifically about the brand and the people. We’ve never seen a difference in clickthrough rates based on the website navigation label. Common options for the label are About (or About Us), Company Profile, Our Story, Firm Profile. These help answer the big UX question: How to design an About page? Pick your navigation label Here they are on a little About page design template so we can see them all in one place.īefore we break down these best practices in detail, let’s quickly look at some design and content considerations. Each of these aligns with an element of storytelling and each answers a specific question for the visitor. Like all web design best practices, they are guidelines, not rules. ![]() So let’s look at the About page best practices. It tells your story and answers key questions that are important to prospects and candidates. Your About page is a critical step on the path of your next prospect. And 60% of job candidates choose a place to work based on their beliefs and values. The research shows that now, more than any time in the 22 year history of the survey, customers, clients and job candidates all want to know your beliefs and values.ĥ8% of respondents buy from brands based on their beliefs and values. ![]() It’s a global survey of 36,000 respondents in 28 countries, tracking trust and perception. If you doubt that your values are important to your visitor, look at the data from the Edelman Trust Barometer. They want to be connected to what you stand for.” When your website visitors go to your About page, they want to be moved, they want to feel something. Visitors to your website are seeking to make a direct, heartfelt and human connection with the people we are buying from. “This reinforces what we know to be true about human behavior. The About Us page is the page most likely to answer the big questions that visitors have about your brand. It’s true in virtually all Analytics accounts, or at least the 500+ accounts that we have access to.Īnd it’s no surprise. Once you’ve filtered out those blockbuster blog posts, it will be there in the top 10 pages. And there’s one page that’s sure to be in the mix: Which of your pages is the most important to your visitors? To find out just pop open Analytics. ![]()
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