What do you take into account crucial pages in your healthcare web site? After the homepage, many may say it’s their services or products pages.
Nevertheless, the About Us web page is among the many most vital and extremely trafficked net pages. In lots of instances, it is also a essential a part of the buyer’s shopping for journey.
Fifty-two p.c of research respondents mentioned the very first thing they wish to see once they land on a web site is an organization’s About Us web page, in response to a B2B Internet Usability Report.1
Most individuals determine on who to belief, who to purchase from, and who to hearken to based mostly on a easy metric of believability.
Right this moment, I’ll cowl how your small business can create a strong About Us web page expertise that helps set up credibility and belief within the minds of patrons.
Why? As a result of it instantly impacts your conversion charge and firm success.
On this article, you’ll study:
- The target of an About Us web page
- Why it’s useful for search engine optimization and your model
- About Us web page examples
- Ideas for writing an efficient About Us web page
What Is an About Us Web page for a Healthcare Firm?
An About Us web page can go by many names (e.g., Our Mission, Our Story, About [Brand Name], and so forth.). However it doesn’t matter what you name it, it should resonate together with your goal customers.
The About Us web page on your healthcare enterprise should obtain three issues:
- Clearly articulate who you might be and why you do the work that you just do
(e.g., your model story, mission, imaginative and prescient, and values) - Clarify the way you meet the wants of your purchasers
- Present customers why you’re the most suitable option for them
- The way you align with their values
- How do you propose to serve their wants
- Constructive outcomes (e.g., testimonials, opinions, affected person tales) from previous and present purchasers
Why You Want an Efficient About Us Web page
It’s basic human habits: customers purchase from folks, not manufacturers. That is why making an emotional, human reference to the folks coming to you for his or her well being and wellness wants is essential. After they go to your About Us web page, you’ll be able to join with them based mostly in your values.
Listed below are three explanation why you want an efficient About Us web page:
- Model Transparency
Seventy-five p.c of NeilsonIQ survey respondents indicated they’re keen to pay larger costs for services and products from a model they imagine is real.
Right this moment’s healthcare customers are extremely savvy. They wish to perceive how your model operates from the within out and the way you propose to observe your promise.
Your About Us web page units an ordinary for transparency on your web site and the whole firm.
- Shared Values
Your About Us web page is the right place to articulate your model’s values and present your goal customers what you stand for. Why? When guests come to this web page, they’re on the lookout for assurance that your model is aligned with their values—and are extra seemingly to decide on your services and products if they’re.
In truth, a large 77% of customers desire to purchase from corporations that share their values.
- Improved E-E-A-T for search engine optimization
E-E-A-T stands for expertise, experience, authority, and belief and is a part of Google’s Search High quality Evaluator Tips (tips that assist Google enhance the general person search expertise).
Web sites with excessive search high quality (E-E-A-T) have larger natural rankings on the search engine outcomes web page (SERP).
About 55.2% of all customers click on on the highest three natural Google search outcomes.
Nevertheless, a excessive search rank isn’t the aim of an About Us web page. As an alternative, it helps add a layer of E-E-A-T to your web site and bolsters your total SEO (search engine optimization) efforts.
This web page reveals your customers why you’re uniquely certified to supply the providers you do, promote what you promote, and educate them about sure matters.
Efficient About Us Web page Examples
Massive Multilocation Firm – Mayo Clinic
Why It’s Efficient
This web page begins robust with a concise assertion about who they’re, what they do, and what they stand for, which shortly establishes three issues: expertise, experience, and belief.
Sharing a picture of their CEO subsequent, just under the header picture, successfully attracts the reader’s eye to a robust assertion that establishes authority.
Furthermore, this web page additionally acts as a portal to a number of noteworthy little one pages beneath the About Us silo (e.g., historical past, mission and values, governance, publications, and extra).
Lastly, the Mayo Clinic About Us web page additionally shares direct hyperlinks and entry to its most sought-after content material and instruments (e.g., discover a physician and clinic areas).
Doctor Score and Comparability Database – Healthgrades
Why It’s Efficient
This web page makes use of a built-in navigation bar to allow the person to toggle by way of three menu choices: About, Careers, and Methodologies. This secondary navigation bar simplifies the About Us web page, so it isn’t overwhelming. It additionally retains readers engaged and permits them to shortly navigate to the knowledge they want most.
This web page additionally establishes E-E-A-T by together with an enticing video that particulars how its web site and enterprise assist customers shortly and transparently discover confirmed, high-quality care in what’s historically thought-about a complicated panorama.
Hospital – Hoag
Why It’s Efficient
Like Mayo Clinic, the Hoag About Us web page acts as a portal to a number of noteworthy little one pages beneath the About Us silo (e.g., nursing, historical past, well being developments, management, awards and accreditations, and extra). These little one pages take the load off the first About Us touchdown web page, which helps to strengthen their singular message: Excessive-quality care near house.
It begins with a heat welcome and interesting video highlighting that Orange County customers don’t must journey far for world-class, personalised, accessible healthcare, shortly establishing expertise, experience, and belief.
They observe this info with one other video and interesting imagery selling its substantial footprint in OC, specialties, awards, accreditations, and an introduction to its CEO. These work collectively to determine authority and help its huge expertise.
four Tips about The way to Write an Efficient About Us Web page
- Be conscious of your navigation
Would you like a single web page or an About Us silo of pages? The reply is: it relies upon.
For newer or smaller companies, a single About Us web page ought to suffice. Nevertheless, bigger enterprise manufacturers and multilocation practices ought to take into account creating an About Us silo with a small set of subpages, every overlaying a associated subject (e.g., model story, mission, values, methodologies, careers, information, and so forth.).
A phrase of warning, nevertheless, if you happen to plan to create a silo of pages, ensure you’ve gotten ample content material. You are able to do this by evaluating the variety of phrases on top-ranking pages (for every subject) and aiming for that quantity. In the event you should not have sufficient content material, it may harm your search engine optimization efforts and web page rank.
- Optimize on-page search engine optimization
Observe greatest practices to make sure correct on-page search engine optimization.
- Establish a aggressive phrase rely on your web page.
- Establish key phrase targets
- Optimize the title and meta description tags
- Make your main headline an H1 tag
- Add focused key phrases to the physique content material
- Add inside hyperlinks to associated content material
- Embody a desired Name to Motion (e.g., schedule an appointment)
- Add all or any About Us web page template parts that apply
- Listing the corporate identify, tackle, enterprise hours, and phone info
- Introduce the proprietor of the medical follow, hospital, or healthcare enterprise
- Share mini-bios of government members
- Share the enterprise function (e.g., what you do)
- Articulate who you serve (e.g., goal customers)
- Establish the merchandise, providers, and/or therapies you present
- Share the variety of years in enterprise, variety of areas
- Inform your model story and firm historical past
- Promote firm milestones, awards, accreditations, {qualifications}, and certifications
- Share your mission and imaginative and prescient assertion
- Speak about your model values
- Add partaking movies about your organization or values
- Embody high-quality photographs and authentic pictures
- Share optimistic opinions and testimonials
- Don’t use boilerplate content material; be particular
Too typically, companies miss out on a large gross sales and branding alternative by making their About Us web page dry and stuffed with stale info.
Keep away from boring boilerplate content material and create a singular, partaking web page that helps transfer customers by way of the shopping for course of.
Shoppers wish to really feel assured about and linked to your model. And, in the event that they do, they’re going to really feel extra comfy transacting together with your services and products. A improbable About Us web page offers them the clear info they should join with and belief your small business.
1. https://komarketing.com/information/b2b-web-usability-report-2015.pdf