Why the About Us Page is Often Underestimated

Hot Take: Well done About Us pages DO have an impact on organic visibility and website conversions.

If your About Us page doesn’t see a lot of traffic and is your primary exit page, then chances are, it could use a revamp. It’s a little tricky to name a page About Us when really, the page is about the customer, how you understand their pain points, and how your company solves those problems.

A well-crafted About Us page can be a powerful tool for building trust and credibility, which is paramount in the home services niche.

What is an About Us Page?

An About or About Us page is a page on a website that details information about a company’s origins, the founders, the team, and more. The best About pages include:

Company Overview: Here’s your chance to brag a bit but mostly address common pain points, how you address them, and your Unique Selling Proposition (USP).
Video Content: Speaking directly to the consumer about common pain points, and how that company handles them.
Customer Reviews: A video or a Reviews widget that tells the reader what the world thinks of your company.
Leadership: Introduce company founders and leaders.
Team Members: Show off the team that sets you apart from the rest.
Call to Action (CTA): A Call to Action area or an inline form for customers to connect with you.

After reading your About page, a customer should know the history of the company, be familiar with the owners or the people that might be walking into their home, and trust that you have the expertise to solve their problem.

How Do About Us Pages Impact SEO?

About Us pages provide the opportunity to build trust with your customer but it is also a sweet, hidden nook of knowledge for web crawlers as well. When the Great Google Leak of May 2024 occurred, we learned that Author mentions across the web are a ranking factor on Google. What does that have to do with About pages? At Elevation Marketing, we ensure that:

Primary team members were showcased on the About page
LinkedIn Icons were added to make the association easy for Google to understand
We ensured each blog article was Published by a named expert that was listed on the About page
Encouraged people to optimize their LinkedIn profile by connecting with other industry experts, suppliers, manufacturers etc. in their trade.

What we learned is that the authority of the Author lends itself to Google’s Search Quality Rater Guidelines E-E-A-T (Experience, Expertise, Authority, and Trustworthiness) and is indeed a Google ranking factor. We don’t know the weight this signal carries but it is confirmed that the authority of the people in your company can support your SEO investment by a simple shoutout on the About Us page.

Without getting further into the weeds on SEO and trust signals–in the simplest explanation, the About Us page is a chance to showcase your expertise and authority in your profession while humanizing the brand and building trust with users.

Do About Us Pages Help Influence Conversions?

Well, sort of. Our data indicates a shift in user behavior with an increase in visits to the About Us pages across all of our home services clients in 2024. This includes landscapers, roofers, electricians, custom builders, gutter companies, plumbers, and HVAC companies.

How much of an increase?

In 2024, an average of 62.33% more organic users navigated to the About Us page than in 2023. In other words, more than double the traffic to the About Us page last year than the previous year, regardless of which home service vertical you serve.
The increase in views to the About Us page should signal to Sales that people want to trust the company they are working with. People matter. Experience matters.
The things that make homeowners trust you can be found on the About Us page. Homeowners want to see the people behind the brand before making the decision.

The About Us page can only support the sales cycle if the content is compelling, and original, provides value to potential buyers– and strays far away from the boastful, horn-tooting, self-serving content of old.

What are Common Mistakes on an About Us page?

Oftentimes, About Us pages read like a brochure, are filled with corporate jargon, and do not tell the story of your brand, or offer your company’s Unique Selling Proposition (USP). When your About Us page focuses on you and not the customer or their concerns, you’ve lost an opportunity to connect with the customer.

Don’t see a lot of traffic on your About Us page? That could be for many reasons but here are a few of the most common reasons your About Us page isn’t converting for you:

❌ Focusing solely on the business and not the customer’s needs.
❌ Generic or stock images don’t show who you are.
❌ No video content lacks a personal connection.
❌ The page reads like a brochure and lacks storytelling.
❌ Lack of customer-centricity feels like the customer isn’t at the heart of what you do.
❌ Absence of social proof like testimonials or certifications.
❌ Not showing your personality makes the brand feel impersonal.
❌ Content that’s too lengthy and overwhelms readers.

What an Effective About Us Page Should Include:

✅Clearly communicate the value proposition– explain how you understand their pain points and solve them.
✅Humanize your brand with unique images and videos.
✅Establish credibility and trust through team bios and social proof.
✅Address the pain points your company solves
✅Build a good brand story in an engaging and relatable way.

The Bottom Line:

The data speaks volumes: Customers are increasingly seeking genuine connections and demonstrable expertise. In the home services sector, where trust is paramount, a well-crafted About Us page is no longer a luxury, but a necessity. By humanizing your brand and clearly articulating your value proposition, you can transform this often-overlooked page into a powerful tool for building lasting customer relationships and driving business growth through more conversions on your About Us page.

Not sure if your About Us page is working for you? Get a quick assessment today! Let’s connect!

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