Your “About Us” page isn’t just a bio—it’s one of your most visited pages, key for SEO, branding, and conversions. Here’s how to fine-tune it for 2025 and stand out from the competition.

🕵️‍♂️ Competitor Insight

Top competitors like Morningscore, Evolv BAM, and Wix emphasize these essentials:

• Rich, engaging content (300–600 words) to avoid thin pages
• Strategic on-page signals (titles, meta, H-tags, schema)
• Clear user intent and trust cues (social proof, team, story)

That tells us: your About page should be content-rich, structured for search engines, and emotionally compelling.

1. Craft Content That Converts

• Length & depth: Aim for 300–600 words—avoids thin content, while staying digestible.
• Core sections:
  • Brand story – origin, mission, vision, milestones
  • Unique value – what sets you apart
  • Team/Culture – humanize your brand
  • Social proof – testimonials, partner logos, awards
• Multimedia blend: Use images or videos woven into storytelling 

2. Keyword Strategy & On‑Page SEO

• Subtle keywords: Use branded and long-tail terms to support broader site strategy
• Meta tags: Optimize title and description—don’t rely on auto-generated text 
• Headers & structure: Logical H1/H2 hierarchy, clear flow
• URLs & internal links: Use clear /about URL; link to services, contact, blog

3. Technical & UX Signals

• Organization Schema: Use to clarify entity details to Google
• NAP info: Include Name, Address, Phone (especially for local businesses) 
• Core Web Vitals: Ensure fast load, mobile-friendly, and smooth UX.
• Accessible visuals: Use optimized images with descriptive alt text and lazy loading

4. Trust & Engagement Elements

• Authentic story: Narratives about overcoming challenges build connection 
• Team intros: Show bios or photos to humanize your brand
• Social proof: Include testimonials, press mentions, awards
• CTAs: Guide readers—“Meet the team,” “Explore products,” “Contact us”

5. Content Maintenance & Scaling

• Periodic audits: Refresh facts, update visuals, link new content 
• Iterate with intent data: Use analytics and Search Console to spot improvements
• A/B test headlines or CTA wording
• Scale by repurposing: Spin About page elements into bios, culture posts, feature pages

Frequently Asked Questions (FAQ)

Q1: How long should my About Us page be in 2025?
Ideally 300–600 words—deep enough to build trust, concise enough for modern attention spans.

Q2: Should I include keywords?
Yes—integrate branded keywords and supportive long-tail phrases naturally.

Q3: Do I need schema here?
Absolutely. Use Organization schema to boost search clarity 

Q4: How often should I update it?
Visit it at least quarterly to update stats, team changes, links, and visuals.

Q5: Is the About page important for local SEO?
Yes—include NAP info and local mentions to improve regional relevance 

Conclusion

Optimizing your About page for 2025 means balancing three core goals:

1. SEO power: Rich content, metadata, schema, internal links
2. Human connection: Storytelling, visuals, social proof
3. User purpose: Smooth UX, clear navigation, engagement

By smartly combining these, your About Us page becomes a powerful tool—not just for search rankings, but for brand trust and conversions.