By Stewart Gandolf, Chief Executive Officer
What do you consider the most important pages on your healthcare website? After the homepage, many might say it’s their products or services pages.
However, the About Us page is among the most important and highly trafficked web pages. In many cases, it’s also a critical part of the consumer’s buying journey.
Fifty-two percent of study respondents said the first thing they want to see when they land on a website is a company’s About Us page, according to a B2B Web Usability Report.1
Most people decide on who to trust, who to buy from, and who to listen to based on a simple metric of believability.
Today, I will cover how your business can create a robust About Us page experience that helps establish credibility and trust in the minds of buyers.
Why? Because it directly impacts your conversion rate and company success.
In this article, you’ll learn:
- The objective of an About Us page
- Why it’s beneficial for SEO and your brand
- About Us page examples
- Tips for writing an effective About Us page
What Is an About Us Page for a Healthcare Company?
An About Us page can go by many names (e.g., Our Mission, Our Story, About [Brand Name], etc.). But no matter what you call it, it must resonate with your target consumers.
The About Us page for your healthcare business must achieve three things:
- Clearly articulate who you are and why you do the work that you do
(e.g., your brand story, mission, vision, and values) - Explain how you meet the needs of your clients
- Show consumers why you are the best choice for them
- How you align with their values
- How do you plan to serve their needs
- Positive results (e.g., testimonials, reviews, patient stories) from past and current clients
Why You Need an Effective About Us Page
It’s fundamental human behavior: consumers buy from people, not brands. That’s why making an emotional, human connection with the people coming to you for their health and wellness needs is crucial. When they visit your About Us page, you can connect with them based on your values.
Here are three reasons why you need an effective About Us page:
- Brand Transparency
Seventy-five percent of NeilsonIQ survey respondents indicated they are willing to pay higher prices for products and services from a brand they believe is genuine.
Today’s healthcare consumers are incredibly savvy. They want to understand how your brand operates from the inside out and how you plan to follow your promise.
Your About Us page sets a standard for transparency for your website and the entire company. - Shared Values
Your About Us page is the perfect place to articulate your brand’s values and show your target consumers what you stand for. Why? When visitors come to this page, they’re looking for assurance that your brand is aligned with their values—and are more likely to choose your products and services if they are.
In fact, a massive 77% of consumers prefer to buy from companies that share their values. - Improved E-E-A-T for SEO
E-E-A-T stands for experience, expertise, authority, and trust and is part of Google’s Search Quality Evaluator Guidelines (guidelines that help Google improve the overall user search experience).
Websites with high search quality (E-E-A-T) have higher organic rankings on the search engine results page (SERP).
About 55.2% of all users click on the top three organic Google search results.
However, a high search rank isn’t the goal of an About Us page. Instead, it helps add a layer of E-E-A-T to your website and bolsters your overall search engine optimization (SEO) efforts.
This page shows your consumers why you’re uniquely qualified to offer the services you do, sell what you sell, and educate them about certain topics.
Effective About Us Page Examples
Large Multilocation Company – Mayo Clinic
Why It’s Effective
This page starts strong with a concise statement about who they are, what they do, and what they stand for, which quickly establishes three things: experience, expertise, and trust.
Sharing an image of their CEO next, just below the header image, effectively draws the reader’s eye to a powerful statement that establishes authority.
Moreover, this page also acts as a portal to several noteworthy child pages under the About Us silo (e.g., history, mission and values, governance, publications, and more).
Finally, the Mayo Clinic About Us page also shares direct links and access to its most sought-after content and tools (e.g., find a doctor and clinic locations).
Physician Rating and Comparison Database – Healthgrades
Why It’s Effective
This page uses a built-in navigation bar to enable the user to toggle through three menu options: About, Careers, and Methodologies. This secondary navigation bar simplifies the About Us page, so it’s not overwhelming. It also keeps readers engaged and allows them to quickly navigate to the information they need most.
This page also establishes E-E-A-T by including an engaging video that details how its website and business help consumers quickly and transparently find proven, high-quality care in what is traditionally considered a confusing landscape.
Hospital – Hoag
Why It’s Effective
Like Mayo Clinic, the Hoag About Us page acts as a portal to several noteworthy child pages under the About Us silo (e.g., nursing, history, health advancements, leadership, awards and accreditations, and more). These child pages take the load off the primary About Us landing page, which helps to strengthen their singular message: High-quality care close to home.
It starts with a warm welcome and engaging video highlighting that Orange County consumers do not need to travel far for world-class, personalized, accessible healthcare, quickly establishing experience, expertise, and trust.
They follow this information with another video and engaging imagery promoting its substantial footprint in OC, specialties, awards, accreditations, and an introduction to its CEO. These work together to establish authority and support its vast experience.
4 Tips on How to Write an Effective About Us Page
- Be mindful of your navigation
Do you want a single page or an About Us silo of pages? The answer is: it depends.
For newer or smaller businesses, a single About Us page should suffice. However, larger enterprise brands and multilocation practices should consider creating an About Us silo with a small set of subpages, each covering a related topic (e.g., brand story, mission, values, methodologies, careers, news, etc.).
A word of caution, however, if you plan to create a silo of pages, be sure you have adequate content. You can do this by comparing the number of words on top-ranking pages (for each topic) and aiming for that amount. If you do not have enough content, it could hurt your SEO efforts and page rank. - Optimize on-page SEO
Follow best practices to ensure proper on-page SEO.
- Identify a competitive word count for your page.
- Identify keyword targets
- Optimize the title and meta description tags
- Make your primary headline an H1 tag
- Add targeted keywords to the body content
- Add internal links to related content
- Include a desired Call to Action (e.g., schedule an appointment)
- Add any or all About Us page template components that apply
- List the company name, address, business hours, and contact information
- Introduce the owner of the medical practice, hospital, or healthcare business
- Share mini-bios of executive members
- Share the business purpose (e.g., what you do)
- Articulate who you serve (e.g., target consumers)
- Identify the products, services, and/or treatments you provide
- Share the number of years in business, number of locations
- Tell your brand story and company history
- Promote company milestones, awards, accreditations, qualifications, and certifications
- Share your mission and vision statement
- Talk about your brand values
- Add engaging videos about your company or values
- Include high-quality images and original photos
- Share positive reviews and testimonials
- Don’t use boilerplate content; be specific
Too often, businesses miss out on a massive sales and branding opportunity by making their About Us page dry and full of stale information.
Avoid boring boilerplate content and create a unique, engaging page that helps move consumers through the buying process.
Consumers want to feel confident about and connected to your brand. And, if they do, they’ll feel more comfortable transacting with your products and services. A fantastic About Us page gives them the transparent information they need to connect with and trust your business.
This post appeared on the Healthcare Success Blog and is shared with consent: https://healthcaresuccess.com/blog/healthcare-marketing/how-to-write-an-about-us-page-for-a-healthcare-business-with-examples.html
