What do you think about crucial pages in your healthcare web site? After the homepage, many would possibly say it’s their services or products pages.
Nonetheless, the About Us web page is among the many most necessary and extremely trafficked internet pages. In lots of circumstances, it is also a vital a part of the buyer’s shopping for journey.
Fifty-two p.c of research respondents mentioned the very first thing they need to see after they land on a web site is an organization’s About Us web page, based on a B2B Internet Usability Report.1
Most individuals determine on who to belief, who to purchase from, and who to hearken to primarily based on a easy metric of believability.
Right this moment, I’ll cowl how your enterprise 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 immediately impacts your conversion price and firm success.
On this article, you’ll study:
- The target of an About Us web page
- Why it’s helpful for search engine optimisation and your model
- About Us web page examples
- Suggestions 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 on.). However it doesn’t matter what you name it, it should resonate together with your goal shoppers.
The About Us web page on your healthcare enterprise should obtain three issues:
- Clearly articulate who you’re 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 shoppers
- Present shoppers why you’re the best option for them
- The way you align with their values
- How do you propose to serve their wants
- Constructive outcomes (e.g., testimonials, critiques, affected person tales) from previous and present shoppers
Why You Want an Efficient About Us Web page
It’s basic human habits: shoppers 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. Once they go to your About Us web page, you’ll be able to join with them primarily based in your values.
Listed here are three the reason 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 from a model they consider is real.
Right this moment’s healthcare shoppers are extremely savvy. They need 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 a typical for transparency on your web site and your entire firm.
- Shared Values
Your About Us web page is the right place to articulate your model’s values and present your goal shoppers what you stand for. Why? When guests come to this web page, they’re searching for assurance that your model is aligned with their values—and are extra probably to decide on your services if they’re.
Actually, a large 77% of shoppers favor to purchase from firms that share their values.
- Improved E-E-A-T for search engine optimisation
E-E-A-T stands for expertise, experience, authority, and belief and is a part of Google’s Search High quality Evaluator Pointers (pointers that assist Google enhance the general consumer 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.
Nonetheless, a excessive search rank isn’t the objective 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 optimisation) efforts.
This web page reveals your shoppers why you’re uniquely certified to supply the companies 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 rapidly establishes three issues: expertise, experience, and belief.
Sharing a picture of their CEO subsequent, slightly below the header picture, successfully attracts the reader’s eye to a strong assertion that establishes authority.
Furthermore, this web page additionally acts as a portal to a number of noteworthy baby pages below 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 places).
Doctor Score and Comparability Database – Healthgrades
Why It’s Efficient
This web page makes use of a built-in navigation bar to allow the consumer to toggle via 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 rapidly navigate to the knowledge they want most.
This web page additionally establishes E-E-A-T by together with an interesting video that particulars how its web site and enterprise assist shoppers rapidly 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 baby pages below the About Us silo (e.g., nursing, historical past, well being developments, management, awards and accreditations, and extra). These baby pages take the load off the first About Us touchdown web page, which helps to strengthen their singular message: Excessive-quality care near dwelling.
It begins with a heat welcome and fascinating video highlighting that Orange County shoppers don’t must journey far for world-class, personalised, accessible healthcare, rapidly establishing expertise, experience, and belief.
They observe this info with one other video and fascinating imagery selling its substantial footprint in OC, specialties, awards, accreditations, and an introduction to its CEO. These work collectively to ascertain authority and help its huge expertise.
4 Recommendations on Learn how 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. Nonetheless, bigger enterprise manufacturers and multilocation practices ought to think about creating an About Us silo with a small set of subpages, every protecting a associated subject (e.g., model story, mission, values, methodologies, careers, information, and so on.).
A phrase of warning, nevertheless, in case you plan to create a silo of pages, make certain you’ve got enough 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. If you happen to would not have sufficient content material, it may damage your search engine optimisation efforts and web page rank.
- Optimize on-page search engine optimisation
Observe greatest practices to make sure correct on-page search engine optimisation.
- Establish a aggressive phrase rely on your web page.
- Establish key phrase targets
- Optimize the title and meta description tags
- Make your major headline an H1 tag
- Add focused key phrases to the physique content material
- Add inner 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 elements that apply
- Listing the corporate title, deal with, 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 shoppers)
- Establish the merchandise, companies, and/or therapies you present
- Share the variety of years in enterprise, variety of places
- 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 participating movies about your organization or values
- Embody high-quality pictures and authentic pictures
- Share constructive critiques 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 novel, participating web page that helps transfer shoppers via the shopping for course of.
Customers need to really feel assured about and related to your model. And, in the event that they do, they’re going to really feel extra snug transacting together with your services. A incredible About Us web page offers them the clear info they should join with and belief your enterprise.
1. https://komarketing.com/information/b2b-web-usability-report-2015.pdf
