This means your potential customers will often enter your site through your About page. Is it making a good first impression to convince them to browse your site further (or engage)?

Let’s not forget that branded queries have high intent because people typing your brand name in the search box already know you or have heard about your products. Failing to meet their needs equals a missed opportunity.

It is often a conversion trigger (and more)

How often have you checked a business’s About page before buying anything from them? I always do, especially if it’s a new brand I haven’t heard of before.

Or maybe it’s not even about buying.

Anytime someone approaches me with a quote or an interview request, I always check their About page. I refuse to deal with bloggers who don’t take themselves seriously.

Likewise, I often look to the About page when trying to find a press contact to feature a tool in my article.

On a personal level, I always open an About page to find a brand’s social media profiles when I want to follow them.

A lack of a detailed, well-structured About page often means leaked conversions as well as missed backlinks or follows.

It is an important entity optimization asset

We don’t know exactly how Google decides whether a site can be considered a brand, but we have well-educated theories, so we can help Google in making this decision. The About page is a perfect entity optimization asset.

First, what we know: An About page is mentioned in Google’s human rating guidelines as one of the ways to determine the “experience, expertise, authoritativeness and trustworthiness,” or E-E-A-T, of any page.

Human raters don’t have a direct impact on search results, but their assessments are used to teach Google’s algorithm to better rank pages. So, if the About page comes up in their guidelines, it’s likely they use it as an (indirect) ranking signal in some way or another.

Second, Google is using information you choose to put on your About page to put your business inside their knowledge base, so it’s important to include as much detail as you can.

With all of this in mind, how should you put together a great About page?