What do you think about a very powerful 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 vital and extremely trafficked internet pages. In lots of circumstances, it is also a vital a part of the patron’s shopping for journey.
Fifty-two p.c of research respondents stated the very first thing they need to see after they land on an internet site is an organization’s About Us web page, in accordance with a B2B Net Usability Report.1
Most individuals determine on who to belief, who to purchase from, and who to take heed to based mostly on a easy metric of believability.
At this time, I’ll cowl how what you are promoting can create a strong About Us web page expertise that helps set up credibility and belief within the minds of consumers.
Why? As a result of it immediately 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 website positioning 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 many others.). However it doesn’t matter what you name it, it should resonate along with your goal customers.
The About Us web page in 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 purchasers
- Present customers 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, evaluations, affected person tales) from previous and present purchasers
Why You Want an Efficient About Us Web page
It’s elementary human conduct: customers purchase from individuals, not manufacturers. That is why making an emotional, human reference to the individuals coming to you for his or her well being and wellness wants is essential. Once they go to your About Us web page, you possibly can 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 percent of NeilsonIQ survey respondents indicated they’re keen to pay greater costs for services from a model they consider is real.
At this time’s healthcare consumers are extremely savvy. They need to perceive how your model operates from the within out and the way you propose to comply with your promise.
Your About Us web page units a regular for transparency in your web site and the complete firm.
- Shared Values
Your About Us web page is the proper 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 in search of assurance that your model is aligned with their values—and are extra doubtless to decide on your services if they’re.
The truth is, an enormous 77% of customers favor to purchase from firms that share their values.
- Improved E-E-A-T for website positioning
E-E-A-T stands for expertise, experience, authority, and belief and is a part of Google’s Search High quality Evaluator Tips (pointers that assist Google enhance the general person search expertise).
Web sites with excessive search high quality (E-E-A-T) have greater 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 general SEO (website positioning) efforts.
This web page reveals your customers 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
Giant 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 strong assertion that establishes authority.
Furthermore, this web page additionally acts as a portal to a number of noteworthy youngster pages underneath 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 health care provider 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 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 data 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 of 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 youngster pages underneath the About Us silo (e.g., nursing, historical past, well being developments, management, awards and accreditations, and extra). These youngster 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 fascinating video highlighting that Orange County customers don’t have to journey far for world-class, personalised, accessible healthcare, shortly establishing expertise, experience, and belief.
They comply with this data 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 masking a associated matter (e.g., model story, mission, values, methodologies, careers, information, and many others.).
A phrase of warning, nonetheless, for those who plan to create a silo of pages, make certain you might have ample content material. You are able to do this by evaluating the variety of phrases on top-ranking pages (for every matter) and aiming for that quantity. In the event you do not need sufficient content material, it may harm your website positioning efforts and web page rank.
- Optimize on-page website positioning
Observe finest practices to make sure correct on-page website positioning.
- Establish a aggressive phrase rely in 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 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
- Checklist the corporate title, deal with, enterprise hours, and speak to data
- Introduce the proprietor of the medical apply, hospital, or healthcare enterprise
- Share mini-bios of govt members
- Share the enterprise objective (e.g., what you do)
- Articulate who you serve (e.g., goal customers)
- 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
- Discuss your model values
- Add partaking movies about your organization or values
- Embody high-quality pictures and unique images
- Share constructive evaluations and testimonials
- Don’t use boilerplate content material; be particular
Too usually, companies miss out on an enormous gross sales and branding alternative by making their About Us web page dry and stuffed with stale data.
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.
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 comfy transacting along with your services. A unbelievable About Us web page provides them the clear data they should join with and belief what you are promoting.
1. https://komarketing.com/files/b2b-web-usability-report-2015.pdf
