Your About Us page isn’t just a parking spot for your boilerplate copy. In fact, users rank it as the second-most important element on a site behind contact information. The most engaging About Us pages stay true to the brand’s tone and share these key elements in common:

The why. This is your opportunity to share your mission with consumers who are hungry to support brands that align with their values. What problem—macro or micro—is your brand committed to solving? Why does your brand exist?

The how. Your About page is not the place for corporate speak, so “execute” somewhere else. Users are here to learn exactly how you’re going to make their life better. Use clear, customer-focused language to pitch what you’re selling.

The when and where. Storytelling facilitates connection. Share your brand’s humble beginnings, origin story, inspiring impetus. When did all begin? And where are you headed?

The who. When it’s appropriate, sharing headshots and bios of the key players on your team can build trust with consumers who increasingly value brand transparency.

The what now? Don’t forget the obvious. Your About page should include a call-to-action to drive users to back to your services and products, blog content, newsletter, etc.

Check out Search Engine Land for a full list of gold-star About Us examples.

An “entity,” as defined by Google, is “a thing or concept that is singular, unique, well-defined, and distinguishable.” (More on entities later this week. 😉).

InLinks is an award-winning, entity-based Semantic SEO tool. With a built-in knowledge graph, InLinks reads your content, assesses the main entities you use, and communicates these entities in a way Google understands with one line of code. Plus, InLinks provides automated internal linking, enhanced keyword research, and content briefs to sharpen your strategy.

We love sharing tools and tips to set you up for success.

But nothing beats a team of real-life artists, strategists, and developers who are stoked about finding a solution to your exact problem. Plus, we’re pretty fun to work with.

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Angel Soft has finally brought that adorable baby from their toilet paper packaging to life in an immersive, animated world. This spot looks and sounds so much like a Pixar trailer that your kids will be begging to see it in theaters.