The About Us page also needs SEO because it is a key page for users to judge whether a business is trustworthy. Over 52% of users will check “About Us” before converting, and optimized brand name search click-through rates can improve by over 20%. This is achieved by clearly stating company background (founding time, team size, service cases), adding authority endorsements (qualifications, media coverage), and implementing brand-related keyword layout.
Keyword Placement
Don’t Just Write “About Us”, Write “About Who”
Customers ready to pay with their credit cards are definitely not thinking about empty slogans. An Ahrefs survey report is very clear: 94.6% of B2B buyers investigate suppliers thoroughly before signing contracts. The English words they type into browsers are extremely specific. A dental clinic in Seattle looking to purchase equipment will have the procurement specialist type “Seattle dental chair wholesaler” into Google.
Simply writing about a dream-filled medical company is useless. Search engine crawlers only understand rigid logic, scanning everywhere for phrases with specific locations and qualification certificates. When writing web pages, tightly bind the company name with the most specific category of business. Don’t leave any broad terms like “service first” or “quality assured.”
Open the SEMrush tool and enter a competitor’s URL. You can see what keywords other websites use monthly to attract customers. Select phrases with monthly search volumes between 50 and 500. Too broad keywords make it difficult to win customers in the web pile. Michigan wastewater treatment solutions are searched 120 times monthly, but their contract signing success rate far outperforms water treatment which is searched 8,000 times monthly.
Throw all selected phrases into Google Keyword Planner. Check the CPC (cost per click) amount. Keywords for which advertisers are willing to bid high prices of more than ten dollars reveal extremely strong payment intent. You need to break down your company’s background into machine-readable fragmented information tags:
- When the company was founded (established in 1998)
- Which states the goods can be delivered to (covering North American east and west coasts)
- Certificates issued by which institutions (ISO9001 system certification)
- What type of customers you specifically serve (serving only SaaS software companies)
- What proprietary technology you use (cold extraction purification process)
When writing about the boss’s past work, naturally sprinkle in industry jargon. Mention that the CEO studied materials physics at MIT, then immediately follow up that he applies polymer compression testing to today’s building exterior business. Machine neural network algorithms can understand that polymers and building exteriors have close correlations.
Pages with specific project data have 27% lower bounce rates than pages with pure rhetorical sentences. Vivid business details can keep visitors in the store longer. When the text honestly states that they helped a Florida hotel cut laundry costs by 30%, machines record the accurate business longitude and latitude coordinates.
Buyers wanting to switch suppliers often type brand name plus “alternative” in the search box. If your equipment happens to be cheaper and better, just make a table comparing heating parameters on both sides. When ordinary people evaluate an unfamiliar store, they habitually check several fixed things online:
- What the boss’s background used to be
- How the warranty works when the main board breaks
- Whether there’s an office within five miles by car
- How much it costs for a technician to visit for repair
Place question-mark sentences in the FAQ section at the bottom of the page. Wrap the entire content block with Schema markup code. Q&A content with code easily enters the People Also Ask accordion box on the first page of search results. Click volume without spending a penny on advertising can increase by approximately 150%.
When introducing company employees, display their full certification names that they worked hard to obtain. “AWS Certified Architect” displayed on screen attracts large company outsourcing jobs more easily than vague “senior IT technician.” Replace all empty, fluffy words with hard numbers.
Don’t write “拥有超大面积的仓库” (have an extremely large warehouse), write “45,000 square foot climate-controlled warehouse.” Describe shipping speed with “arrival at major European ports within 48 hours” instead of lifeless “lightning fast shipping.” Discard the big talk that anyone can copy, keep only the accurate numbers and professional names that belong uniquely to your company.
Place Keywords in “Prime Locations”
Formatting a web page is like painting roadside billboards. Machines review hundreds of billions of URLs daily, they only follow rigid logic, reading content exactly according to fixed code boxes. Moz’s 2023 scan of millions of web pages shows that 72% of pages not following rules to put titles in code boxes can’t even make it to the second page of search results.
The text in the browser’s top tab can only fit up to 60 English letters at most. A Chicago roofing repair shop found it troublesome and just wrote “公司简介” (Company Introduction), and customers on mobile screens couldn’t even see them. The owner changed the tab title to “Chicago South Side 20 Years Water Leak Emergency Repairs – Roofers,” and Ahrefs backend recorded a 36% surge in search clicks that month.
The two gray lines directly below the main title are 150-character free display windows for store owners. Delete the outdated “Founded in what year” and replace it with a clear post-sale compensation promise. Visitors comparison shopping will see the black-and-white refund guarantee numbers and their mouse will immediately stop.
| Code Location | Consequence of Writing Badly | Customer-Attracting Changes | Expected CTR Change |
|---|---|---|---|
| Page H1 Title | About Us – John Mechanics | Ohio John Mechanics: Specializing in Agricultural Tractor Overhauls for 15 Years | 36% Increase |
| Meta Description | Founded in 1990, we are an excellent company. | Located in Columbus. 30 licensed technicians, emergency field repairs within 48 hours, 2-year parts warranty. | Doubled |
The bold text visitors see first when entering a page is called the H1 tag code by programmers. One page absolutely must not have two H1 codes. Throw away the flat “团队介绍” (Team Introduction) and replace it with “Rodent Control Experts Serving 300 Manhattan Restaurants.”
Machines scan web content from top to bottom, and the first 150 English letters carry extremely heavy weight. Search engine algorithms assign 2.5 times the recognition weight to the first paragraph of text compared to regular paragraphs. Stuff all your company’s impressive numerical strengths into the first three lines.
Several small things the opening paragraph must clearly cover:
- The specific street name and building number of the office building
- What special specification size parts orders the workshop can accept
- What industry association certifications are displayed on the office walls
- How many full-time skilled workers are in the warehouse
- How much the customer has to pay out-of-pocket for return shipping
No one wants to stare at dense blocks of text on a computer screen. The Nielsen Norman Group conducted real eye-tracking tests showing 79% of web users scan by skipping around. When encountering long articles, you must use bold short sentences to break up the text.
Every approximately 300 words, insert line breaks and spacing. Start the next paragraph with an eye-catching short sentence. When writing about warehouse area, naturally mark at the paragraph start We have a 20,000 square foot climate-controlled warehouse in Houston.
Photos on web pages need code to attach text descriptions. What the human eye sees is a high-definition machine photo, but what crawlers see is a string of blank garbled text like IMG_9876.jpg. Adding code alt text to images lets machines understand what’s in them.
Naming conventions for various photos on the page:
- Absolutely never use phone’s default numeric garbled strings as image file names
- Accurately write the full name of the German CNC cutting machine purchased in 2018
- Also mention the daily processing precision accuracy of 0.01mm
- If faces appear in photos, write that they are five-year veteran morning shift QC inspectors
Up to 22% of daily search traffic comes from users clicking into images on Google. A Seattle flower shop renamed dozens of rose photos to “Seattle Pike Place Market Same-Day Delivery Red Roses.” That month, the flower shop’s online flower ordering phone calls increased by over 140.
Web pages need to interconnect with each other through underlined blue text. These blue words are the joints connecting the entire site’s skeleton. Search engines follow colored text very smoothly to crawl to other pages to find product quotes.
When discussing the boss’s expertise in reading financial books, turn “reading financial books” into blue text linking to the page full of fee details for business tax auditing. Place 3 mutually redirecting blue links in one paragraph, and the machine’s probability of digging deeper into the website increases by 40%.
Those master craftsmen who have been in the workshop for over ten years can absolutely have their own dedicated pages. Make the names of technical staff mentioned on the About page clickable. Visitors who click can see scanned copies of the full set of A-level electrician certificates the repairman earned at technical school.
Honestly fill accurate street addresses, business license registration years, and generator equipment models into corresponding code boxes. After machines scan the code combinations, they will recommend your URL to wandering price-inquiry buyers. A California surfboard store that organized messy paragraphs according to rules saw their online store generate an additional $6,000 in monthly retail profit.
User Experience Over Algorithm
Google’s helpful content review algorithm launched quietly in September 2023 is extremely strict. Websites that dominated search first page through machine-spun phrase stuffing saw traffic drop by 70% in less than a week. Current crawlers are extremely like picky real buyers. Stuffing “Ohio roof renovation” six times into a 50-word self-introduction will only trigger SpamBrain anti-spam radar to light up red.
Stiffly assembled machine phrases will scare away all visitors reading the page. Nielsen Norman Group recorded a set of extremely high-frequency real browsing reaction data with eye trackers. Visitor eyes will unconsciously pause an average of 0.4 seconds when encountering abrupt product-pushing phrases. As high as 68% of browsers will move their mouse to click the browser’s back button in the upper left corner.
Things to absolutely never do when writing company origin stories to trick search engines:
- Stuffed the first paragraph with over a dozen adjacent city names without punctuation
- Used extremely awkward inverted sentences to repeat the main product three times
- Artificially padded word count by splitting one complete sentence into three isolated short sentences
- Hidden competitor trademarks in extremely tiny font in web page code corners
Ballistic glass manufacturers don’t need to repeatedly chant “buy ballistic glass from big factories.” When visitors open your About page, what they’re calculating is whether the group of people behind the screen are trustworthy or not. Replace stiff, dry sales pitches with real problems that buyers encounter in daily life.
Writing “Helped 150 families in Chicago South Side repair leaking roofs in winter 2022” is far more effective than typing ten thousand sentences about Chicago roof repairs. Emergency repair experiences with specific years and street names can double the likelihood of visitors taking out their credit cards. Test your page copy on the Flesch-Kincaid reading difficulty scoring site.
Text with scores between 60 and 70 reads like two friends chatting over hot coffee. Copy the most common plain language from customer service phone calls directly onto the page.
Web pages that genuinely earn trust usually contain these elements:
- Upload three real photos of the dust-free workshop taken with an iPhone
- Clearly state how much state tax the business paid in 2023
- List the full names of two senior craftsmen who have worked at the factory for over 10 years
- State the specific return shipping cost to send packages back to the Texas warehouse
Crawler visit frequency to pages is determined by text content health. An Semrush sampling inspection involving tens of millions of URLs discovered an extremely exaggerated fact. Pages judged to have excessive signs of artificial manipulation will have crawler visit intervals extended to an exaggerated 45 days.
Parameters of the company’s newly purchased CNC machine won’t see daylight for half a month. Honestly smooth out the writing so the text on screen can express things fluently again. Match each paragraph of text with verifiable business documents. Place the download link for that accounting firm-stamped SOC 2 Type II annual audit PDF file.
The visitor behavior report from VWO A/B testing tool showed extremely exaggerated numbers. Pages with entity PDF file download buttons at the bottom inquiry form saw actual submission rates increase by 34%. Spend ten minutes each week reviewing post-sale complaint emails from customers.
Copy the exact way customers ask questions in their letters without missing a single word. If a customer emails asking “How many days to wait for a condenser fan replacement,” never change it to “HVAC temperature control component warranty period.” Authentic, rough plain language itself is an excellent long-tail search entry point. Forcibly dressing it up in formal language will only drive away real paying visitors.
Honestly write about messing up an urgent Florida order in 2019. Use 300 words to clearly explain the complete story of subsequently spending $20,000 in shipping costs to make amends. Machine algorithms won’t deduct ranking scores because you lost money. The Backlinko analysis report of 11.8 million search results includes a specific timing metric.
Posting a screenshot of the Orange County, California warehouse rental bill is far more effective than typing ten thousand “California warehouse for rent” keywords. When writing about employee turnover rate, openly admit that 15 packaging workers left in 2021. Follow up immediately with the financial approval document for the 12% hourly wage increase for the remaining 45 veteran employees. Numbers with flesh and blood will dispel doubts for picky buyers.
A Missouri used tractor farm equipment store posted 15 engine overhaul invoices on their page. They receive over $80,000 in cross-state car purchase deposits monthly. Don’t be afraid to let others see the waste materials piled in the corner of the factory.
Record a 60-second video of the defective product shredder destroying 600 pounds of non-compliant plastic parts daily. Including specific loss numbers can cause the page’s order volume to surge 22%.
Enhance Credibility
Convert Awards and Certifications
Uploading 15 ISO certificate images to the page will cause the Google search crawler to spend only 0.4 seconds before moving on. Machines can’t read pure images; images without text descriptions are useless.
Replace bare images with approximately 300-word text introductions. Clearly state who issued the award, what year it was issued, and the specific award category. A B2B mechanical equipment company added detailed text to “2022 Industrial Design Gold Award” in 2023, and related search clicks increased by 41% within 30 days.
Machines need to read text to put the page into the ranking database. Add linked text within the text linking to the issuing institution’s official website. Data reports from Ahrefs show that linking to authoritative websites with ratings over 90 can make your own page more credible.
Let visitors click the link to jump to the award-issuing institution’s official website PDF of award lists. That PDF file must clearly print your company’s full name. There’s also work to do deep in the page code to make crawling programs read faster.
Programmers should embed fixed format tags in the code behind the page:
- Use the award tag to write the award’s full official name
- Use datePublished to mark the exact date of receiving the award
- Use url to provide the official verification page link
- Use description to fill in the 50-word selection criteria
After adding the specific code, the Search Console backend statistics chart will show page crawl count surged 1.5 times. Credential introductions with detailed markup have a 22% probability of being selected by Google to display in the search results page answer box shown to visitors.
Placing a few grayed-out New York Times logos at the bottom of the page is not very useful. Hotjar screen recording tool tracking records show that less than 3 out of 100 visitors will pause their mouse over unclickable images. Dreary images waste visitors’ time and cut off the route for machines to investigate further.
Add clickable links to every media logo, directing directly to that foreign media report page. In one SaaS software company test, changing unclickable logos to a style with links and report excerpts reduced the visitor bounce rate from 68% to 54%.
Pick 15 to 20 English words from the reports praising the brand and place them next to the logos. Below the quoted sentences, honestly write the real name of the journalist who wrote the report and the specific publication date. Google’s algorithms will treat famous journalists’ names as extremely high-scoring trust indicators when reading this page code.
After viewing company honors, visitors often go check introductions of specific staff members. Employees in the service industry often hold PMP and CPA certifications. Link employees’ personal LinkedIn profile URLs into their resumes.
Team member pages with complete work experience links, placed online for about 100 days, often drive the company name’s search volume up by 15% to 20%. Displaying staff credentials must follow formatting rules:
- Display real names and actual job titles in large font
- Write certification numbers and query URLs
- Upload clear headshots at 400×400 pixels, under 50KB
- Mark which universities they previously attended
Resumes so detailed that even a profile picture size is calculated allows the page to be extremely resistant to major search algorithm updates. Backend operation logs from medical and financial websites confirm that pages with detailed credential markup have less than a 5% chance of dropping rankings during major updates.
Auditors responsible for manual spot checks will individually verify certification numbers against third-party issuing institution databases. If the business license scan posted online is expired. If the document date is more than 60 days past expiration, the page’s ranking in specific search results often drops 3 to 5 positions.
Replace old documents, using year-labeled file names like “2024-certification-update.pdf” to replace the original garbled file names. Many companies like to create an honor whitepaper PDF for visitors to download.
Reduce Bounce Rate
Google Analytics 4 backend shows a string of alarming data. Pages filled with stock photo model fake smiles have a permanent bounce rate above 78%. Visitors scroll their mouse wheel to the bottom in just 2.5 seconds, not a single line of text absorbed before swiping away.
Replace with real team photos taken last Friday afternoon tea. Compress each JPEG-format image to under 150KB. Add Alt tags with specific location names and business vocabulary, honestly writing “2023-seattle-warehouse-team.”
Search programs can’t read the sincerity in images; server logs will rigidly record every second visitors spend on the page.
When visitors open the About page and the loading progress bar at the top of the browser spins for more than 3 seconds, the number of people who leave will cross the 53% threshold. Use H2 and H3 tags to cut up the dense 1,200-word long article into three to five short blocks.
Increase mobile browser body text font to 16px with line spacing stretched to 1.5 times. Under Lighthouse web speed testing tool’s evaluation criteria, text-to-background color contrast must meet the WCAG-set 4.5:1 ratio.
Slightly loosen the formatting, and backend monitoring will immediately show the page scroll depth cross the 50% pass line:
- Pull the founding year 1998 out alone as a separate bold line
- Replace difficult terminology with sentences a sixth-grader can read
- Leave 20-pixel pure white spacing between paragraphs
- Keep three-minute real-video code volume under 10MB
Don’t let too many letters appear on each line of text. Sentences exceeding 80 English letters make eyes tired. Front-end should set the text display box maximum width rigidly at 680 pixels. Visitors’ eyes scanning left and right takes 2 seconds per sweep, uninterrupted reading rhythm.
Dozens of working photos all crammed into the first second of page load will freeze the page into a slideshow. Install Lazy Load delay-loading code for photos positioned below the screen fold. When visitors’ fingers scroll to within 200 pixels of the image, the image starts appearing. Keep first-screen load time under 1.2 seconds.
Posting a cold, text-only address won’t make anyone look twice. Grab a real-time map code from the Google Maps API interface and paste it into the page code area. Mark a red dot landmark with accurate latitude and longitude coordinates on the map.
People searching for local services who see that zoomable map box will have their average dwell time stretch from 45 seconds to 1 minute 20 seconds. Chrome browser will package and upload visitor mouse dragging and hovering actions on the map.
Every click and hover of the mouse pointer is counted as genuine interaction records stored in the ranking database.
Inquiry forms with only one email address leave people feeling unconfident. Add a landline phone number with accurate area code. Next to it, state the Pacific Standard Time customer service hours from 9 AM to 6 PM. Heatmap tools ran two test versions:
- Pages with only email had only 4% bounce rate to product pages
- Versions adding real phone numbers with area codes increased to 11%
- Adding complete addresses with street numbers
- Visitors clicking “Product Catalog” increased by 14%
Pull the 5 most recent customer reviews with text from Trustpilot platform. Embed them unchanged into the bottom half of the page using API data interface. The display box should include buyer’s city, specific transaction month, and 4.8-star rating. Pages with third-party authentic reviews saw visitor dwell time increase by 35 seconds.
Visitors holding iPhone 14 Pro devices make up the majority of total traffic. Open the mobile-end web debugging tool to check whether tapping screen buttons causes accidental touches. The distance between two buttons must be greater than 8 millimeters.
Fix all web layout misalignment issues, keeping the CLS monitoring value rigidly under 0.1. Only when the display stays stable without jumping will visitors be willing to calmly read the entire page of startup story.
Clear Structure
Use Heading Tags (H1-H3)
Google’s crawler bot only allocates a mere 15 milliseconds of dwell time per page visit. Machines can’t see how beautiful images are on pages; they only recognize HTML code. H1 to H6 tags are like exclusive signposts for machines. Moz scanned a million web pages and found that pages with H1 exclusive signposts have 22% higher probability of ranking in search top ten.
Regular bold black text is eye-catching to humans but only ordinary text code to machines. Wrapping a piece of text in H1 code clothing tells search engines to treat it as the page’s theme. Many companies like to write “关于我们” (About Us) in the largest text at the top of the page. Using the best position for just four characters wastes a great ranking opportunity.
A Texas injection molding machine factory modified their page’s largest text. They changed the H1 to “Dallas Precision Injection Molding Factory with 20 Years of Experience.” In just three months, their page’s monthly search impressions increased from 12 to 340. HTML5 code writing specifications clearly state that one page can only have one H1 tag.
Dense blocks of text need H2 tags to divide them. Only by cutting large blocks into smaller pieces will visitors be willing to continue reading. Semrush surveyed 100,000 company About pages. Data shows that 58% of visitors finish reading pages with H2 tag divisions, while only 14% finish reading pages without divisions.
- Initial production line established in 1998
- 5,000 square meter warehousing in California
- Two Stanford-educated founders
- Annual customer satisfaction survey score
When humans view web pages, the eye gaze trajectory forms a capital letter F. The Nielsen Norman Group tested thousands of subjects with eye trackers. When human eyes scan H2 headings larger than 24px, they pause slightly for 0.4 seconds. Machines collect visitor pause data to score web pages.
Below H2 main headings with more detailed explanatory content, arrange H3 tags. If the main heading writes “Quality Certification System,” use H3 to write subheadings “ISO9001 Certification” and “CE European Standards” below. Ahrefs crawler logs show that pages with three-level tree-structured code are indexed twice as fast as other pages.
- Stuffing six H1 tags into one page
- Skipping H2 level and directly using H3
- Stuffing 80-word paragraphs into main headings
- Using images instead of text for H1
- Simply enlarging font size without writing H code
The W3C international standards organization has set rules for reading web code. Chrome browser displays a page with complete H1 to H3 tags in only 400 milliseconds. Messy code hierarchies will delay page display by 1.2 seconds. Google’s official guidelines state that pages must load in under 2.5 seconds to pass.
People with visual impairments browse using screen readers. JAWS software will specifically read H1 to H3 text aloud for blind users. Pages compliant with WCAG 2.1 accessibility standards receive 12% more traffic than ordinary pages. WebAIM verified the above statement by scanning the world’s top one million websites.
Current smartphone screen widths are mostly around 375 pixels. People swipe screens with their thumbs much faster than with mouse scroll wheels. Backlinko analyzed five million mobile pages. Pages with clear H2 dividers have 29% lower immediate exit rate from mobile visitors compared to pages without headings.
- Press F12 to open page source code
- Use Ctrl+F to find h1 code positions
- Count h2 and h3 nesting ratios
- Verify H tag and body text size differences
- Check mobile layout line breaks
WordPress and similar website backends all have Gutenberg visual editors. Click the dropdown menu and select “Heading 2,” and the system secretly wraps it in code. HubSpot reports that 68% of non-coders complete formatting by mouse clicking.
Place a paragraph of fewer than 45 words directly below the H2 heading. Pages have an 8.6% probability of being extracted by Google as a featured snippet at the top of search results. Search Engine Land recorded 500 local business search instances; pages with standard H tags captured 70% of the top positions.
A Chicago four-person coffee bean roasting shop modified their page text. They deleted the entire 1,200-word chronicle. Replaced it with H2 tags containing “Colombian Bean Source” and “Roasting Curve Records.” After six weeks, their online store inquiries increased from 2 per week to 15.
Long-tail search terms are mostly scattered in H3 tag detail descriptions. Customers rarely search vague company names. Netizens type “metal factory supporting small-batch customization” into search boxes. Splitting related phrases into H2 or H3 tags will increase the corresponding page’s exposure and impressions by nearly 30%.
Optimize Visual Layout
Eyes will water after staring at densely packed bold text for five seconds. When web designers increase line height to 1.6 times, readers’ reading speed can accelerate. The MIT Eye Lab recruited 50 subjects for screen testing. When line spacing increased from single to 1.6 times, test subjects’ blinking frequency decreased by three times per minute.
Leaving large white space on both sides of text is not wasting space. The Craigslist-style full-screen blue text layout is outdated. Human eye movement on web pages follows a letter Z pattern. Adding whitespace occupying one-third of screen width increases the probability of articles being completely read to 43%.
- Leave 20 pixels of space between paragraphs
- Maintain 15 pixels between images and text
- Left and right margins occupy 20% of screen width
- Leave sufficient thumb-press distance around buttons
Font size determines whether visitors press the browser’s back button. Web design trends from ten years ago favored 12-point small text. Smashing Magazine surveyed the top 100 famous blogs; now 92% of sites changed body text to at least 16px or even 18px. Viewing 16px text on retina screens is about the same as reading a physical book.
Black background with white text is extremely unfriendly to eyes. After viewing black-on-white text for a long time, shifting gaze to a white wall will produce visual illusions of horizontal stripes. W3C accessibility guidelines specify text-to-background contrast ratios. Dark gray text on light background at a 4.5:1 ratio is most comfortable for eyes.
| Background Color Setting | Body Text Color | Contrast Ratio | Fatigue After Reading 500 Words Continuously |
|---|---|---|---|
| Pure Black #000 | Pure White #FFF | 21:1 | Extremely harsh, eyes water easily |
| Light Beige #F5F5 | Dark Gray #333 | 7:1 | Gentle on eyes, no fatigue |
| Light Gray #EEE | Light Blue #ADD | 2.5:1 | Blurry edges, eye strain |
Inserting an image in the middle of long text paragraphs allows tense nerves to breathe. BuzzSumo machines scanned one million online articles. Pages with an image placed every 75 to 100 English letters are shared on social platforms by netizens more than twice as often.
