When was the last time you reviewed and revised your health system’s About Us page? Although it can seem like an easy page to leave alone, chances are you could be more strategic with the content.
Like the rest of your website, this section should be focused on the needs of your website visitors. What do they want to know? Why have they come to this page? What do they want to learn and what are they going to do after they find out? But first and foremost, who are they?
Luckily, Google Analytics and members of your organization can provide you with useful insight as to who those audiences may be and what they’re looking for. Your audience could include:
As you move forward working on this page or section, keep these audiences top of mind and make sure that you’re putting what they want first.
Although this may seem like a no-brainer, planning your page is an important first step — especially for pages like this that could have many different audiences.
When you’re writing about your organization, it’s easy to throw everything and the kitchen sink on the page. After all, it’s a catch-all, right? Wrong! Make sure that you plan for what you actually need on the page so you don’t go overboard.
Although it’s easy to put a lot of information on your About Us page, successful pages tend to highlight this type of content:
Include enough of your story so that your visitor feels like they get to know who you are, what you’re about, and what your brand personality is. And be specific to what your audience is looking for. Consider outlining your page before you write. Plan each section you need, making sure to connect the content with at least one of the audiences you already identified. But make sure you don’t include more than what your research shows a visitor will want to read.
The variety of content combined with the many different audiences that could be visiting highlights the importance of cross-linking on an About Us page. Make sure you weave copy and links to take job seekers, patients, the community, and media to other areas of the website, including careers, services, location profiles, and news and media information.
When you’re ready to review and revise or rewrite your About Us page, keep these best practices in mind.
If you’re looking for some inspiration, check out these organizations’ About Us pages.
Now that you’re armed with best practices and motivation, it’s time to get writing! Not sure where to start? Reach out to Geonetric’s content experts for help in crafting your story.
The original version of this page was published at: https://www.geonetric.com/content-strategy/health-system-about-us-best-practices/
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