That is why “If the 'us' page" more important than ever
AI has transformed the way people search for information online – and, in turn, discover new businesses. When potential customers use tools such as ChatGPT, Gemini and Copilot to explore different options, it therefore becomes even more important for you, as a business, to showcase what you offer, the expertise you possess and what sets you apart from your competitors.
This is where the ”About Us” page plays a key role, as it builds trust and shows why customers should choose you in particular. With the right content, it becomes easier for both visitors and AI services to understand who you are and how you can help.
AI needs to understand who you are
When people use AI search services to find a supplier, it is to get relevant answers based on their needs. For AI services to understand which companies might be relevant, they need to know what those companies offer, what expertise they have and which customers they serve. That is why it is important for you, as a business, to clearly explain what your business actually does and why it is relevant to your target audience. We recommend doing this on an ”About Us” page.
What services do you offer? What types of businesses do you work with? What problems do you help your customers solve, and what sets you apart from other players in the industry?
A well-thought-out ”About Us” page can provide answers to these questions. By highlighting the company’s experience, expertise and working methods, it becomes easier for visitors to understand what you stand for. At the same time, clear and relevant information helps AI services to interpret and contextualise the company’s operations more easily.
That is why it is not enough simply to describe what you do
Many companies” ”About Us’ pages briefly explain when the business was founded, how many employees the company has and what services it offers. This is, of course, relevant information, but to build trust you also need to show what makes the company unique.
This could, for example, include:
- Experience and expertise. Tell us about the knowledge and experience within the company and how this benefits customers.
- Your working method. Explain how you work, how you solve your customers’ problems and what customers can expect from working with you.
- Your results. Highlight relevant customer case studies, concrete examples and experiences that demonstrate what you can actually achieve.
- Your values. Describe what motivates you, how you view customer relationships and what you consider important in your work.
”The ”About Us’ page builds trust
When a customer is considering hiring a company, they often want to know more than what is stated on the services pages. Who will I be working with? Does the company have the right expertise? Can I trust them to deliver what they promise? A good ”About Us” page should help visitors understand both who you are and why you are a relevant choice for them.
This is particularly true in the B2B sector, where decisions often involve significant investments. Here, a good ”About Us” page can make a big difference. By putting a face to the people behind the business, highlighting relevant experience and being clear about what the company stands for, it becomes easier for potential customers to build trust.
The website is also a simple way to stand out from the competition. Many companies offer similar services, but not all of them have the same experience, expertise or way of working. It is precisely these differences that can make a customer choose you over someone else.
The same principle applies to a company’s digital visibility. As AI makes it easier to produce generic content, it becomes increasingly important to highlight what is actually unique about the business.
How to optimise your ”About Us” page for SEO and AI search
A good ”About Us” page should, first and foremost, be designed with the visitor in mind. At the same time, there are several things you can do to make the content clearer and more useful from an SEO perspective as well.
- Be clear about what the company offers. Describe your business using specific language. For example, if you work in SEO and digital marketing, it is a good idea to clearly explain what services you offer and what types of businesses you help.
- Use natural language. Don’t try to cram in as many keywords as possible. Instead, write in such a way that both customers and search engines can easily understand what you do.
- Show who is behind the content. Please feel free to introduce relevant staff members, highlighting their skills and experience. This helps visitors understand who the people behind the company are.
- Provide links to relevant pages. If you describe your services or areas of expertise, you can include links to the relevant subpages. This makes the website easier to navigate and helps both visitors and search engines to understand the connections between different parts of your business.
- Make sure the information is consistent. Company names, services, contact details and other important information should be accurate and consistent on the website. It is also a good idea to review how the company is presented on other relevant websites.
The digital visibility of the future starts with showing who you are
AI is changing the way people find information, compare options and discover new businesses. But the basic principle remains the same: to be chosen, you need to be relevant, clear and trustworthy.
This means that, as part of your SEO work, you also need to review the pages that may not receive the most attention. Because it isn’t always the page that brings the visitor to your site that determines whether you secure the deal. Sometimes it’s the page that helps the visitor understand why you, in particular, are the right choice.
Do you need help with SEO for your website?
Get in touch with us at seodr.® and we’ll guide you through to develop your digital visibility so that you reach the right target audience.
