Here is a great article from Search Engine Land, “Making a Good Impression with About Us Pages” according to the article 3 key factors are 1) Likability 2) Creditability, 3) Findability
“Credibility - one of my favorite resources to point people towards are the Credibility Guidelines from the Stanford Persuasive Technology Labs. A number of their guidelines focus upon building trust and showing off your expertise. One of them tells us to "Show that there’s a real organization behind your site.”
There are a number of ways that you can do this that can have an impact upon a visitor, from photos of your office or employees (or yourself), to a history or timeline of the business, to descriptions of community involvement or membership in local organizations and mentions in the news. Letting people know something about the who, what, where, when, and why of your business can make them feel comfortable doing business with you. Showing signals of connectedness to the outside world such as membership in the local chamber of commerce, a better business bureau logo, mentions of partnerships with other businesses, or testimonials from satisfied customers, can augment that impression….“ Making a Good Impression with Your About Us Page
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