Writing an About Us page for your website is a necessary, if a little awkward, task. It can be a challenge to speak about your business objectively, but it’s important that your site includes one. It’s the page where you can say hello to your potential patients and an opportunity to give reasons why they should join your practice over your competitors.
According to KoMarketing, 52% of visitors want to see an about us page once on a landing page. Neil Patel states that the About Us page is the 2nd most important and most visited pages on the website. Therefore, it’s a page that is well worth investing some time into.
Think about the questions patients frequently ask and create content around them. Highlight the key facts you want to promote about the practice in the content.
A few paragraphs outlining the practices main benefits and goals for patient service will be sufficient
This doesn’t have to be too in depth, but it’s nice to let patients know how long the practice has been established for and any facts about ownership.
Highlight your key staff members and any specialist treatments and awards they have achieved.
Break up the content with high-quality images of the practice and staff members.
The about us page should clearly state the contact details of the practice, so make these as visible as possible.
Your potential patients want to quickly see the information they have come for. Ensure the contact details and key facts are all visible as soon as the visitor lands on the page.
Convert visitors to the about us page into patients by using a clear call to action (CTA). If you’ve got a special offer it would be good to add it here or link through to your contact form.
Ensure you link out to relevant pages within the website. When speaking about staff members you can link through to the team page and the same goes for any mentions of treatments.
The homepage should be optimised for your primary location and or aspect of dentistry. But, what if you want to rank for 2 locations or two treatment types? In this case, the about us page can be a great opportunity for this.
If you need help crafting the perfect About Us page get in touch and we’ll be happy to help!