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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 essential 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 % of research respondents stated the very first thing they wish to see once they land on a web site is an organization’s About Us web page, in keeping with a B2B Net Usability Report.1
Most individuals determine on who to belief, who to purchase from, and who to hearken to based mostly on a easy metric of believability.
Right this moment, I’ll cowl how your small business 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 straight impacts your conversion charge and firm success.
On this article, you’ll study:
The target of an About Us web page
Why it’s helpful for web optimization and your model
About Us web page examples
Ideas 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 shoppers.
The About Us web page to your healthcare enterprise should obtain three issues:
Clearly articulate who you might be 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 most suitable option for them
The way you align with their values
How do you intend to serve their wants
Optimistic outcomes (e.g., testimonials, opinions, 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 may join with them based mostly in your values.
Listed here are three the explanation why you want an efficient About Us web page:
Model Transparency
Seventy-five % 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 wish to perceive how your model operates from the within out and the way you intend to comply with your promise.
Your About Us web page units an ordinary for transparency to your web site and all the firm.
Shared Values
Your About Us web page is the proper 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 on the lookout for assurance that your model is aligned with their values—and are extra seemingly to decide on your services if they’re.
In reality, an enormous 77% of shoppers want to purchase from corporations that share their values.
Improved E-E-A-T for web optimization
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 person 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 general SEO (web optimization) efforts.
This web page reveals your shoppers why you’re uniquely certified to supply the providers you do, promote what you promote, and educate them about sure matters.
Efficient About Us Web page Examples
Massive Multilocation Firm – Mayo Clinic
![An image of the Mayo Clinic about us page with copy that describes the business.](https://healthcaresuccess.com/wp-content/uploads/2023/06/MayoClinic.png)
Why It’s Efficient
This web page begins sturdy 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, 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 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 Ranking and Comparability Database – Healthgrades
![An image of the Healthgrades about us page with copy about the business.](https://healthcaresuccess.com/wp-content/uploads/2023/06/Healthgrades.png)
Why It’s Efficient
This web page makes use of a built-in navigation bar to allow the person 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 shortly navigate to the data they want most.
This web page additionally establishes E-E-A-T by together with an attractive video that particulars how its web site and enterprise assist shoppers shortly and transparently discover confirmed, high-quality care in what’s historically thought of a complicated panorama.
Hospital – Hoag
![An image of the Hoag about us page with copy about the business.](https://healthcaresuccess.com/wp-content/uploads/2023/06/Hoag.png)
Why It’s Efficient
Like Mayo Clinic, the Hoag About Us web page acts as a portal to a number of noteworthy baby pages underneath 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 house.
It begins with a heat welcome and interesting video highlighting that Orange County shoppers don’t must journey far for world-class, customized, accessible healthcare, shortly establishing expertise, experience, and belief.
They comply with this info with one other video and interesting 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 Tips about Learn how to Write an Efficient About Us Web page
Be aware 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 many others.).
A phrase of warning, nonetheless, should you plan to create a silo of pages, ensure you may have satisfactory 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. When you should not have sufficient content material, it might harm your web optimization efforts and web page rank.
Optimize on-page web optimization
Comply with finest practices to make sure correct on-page web optimization.
Establish a aggressive phrase depend to your web page.
Establish key phrase targets
Optimize the title and meta description tags
Make your main headline an H1 tag
Add focused key phrases to the physique content material
Add inner hyperlinks to associated content material
Embrace 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 identify, deal with, enterprise hours, and get in touch with 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, providers, and/or remedies 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 partaking movies about your organization or values
Embrace high-quality pictures and authentic images
Share constructive opinions 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 filled with stale info.
Keep away from boring boilerplate content material and create a singular, partaking web page that helps transfer shoppers via the shopping for course of.
Shoppers wish to really feel assured about and linked to your model. And, in the event that they do, they’re going to really feel extra snug transacting along with your services. A implausible About Us web page offers them the clear info they should join with and belief your small business.
1. https://komarketing.com/recordsdata/b2b-web-usability-report-2015.pdf
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