In the intricate web of SEO practices, the significance of “Contact Us” and “About Us” pages sometimes fails to emerge in the limelight. As search engines advance and refine what they consider important, SEO professionals might contemplate the real need for these seemingly old-school pages. However, it is imperative to acknowledge that these pages are more than just obligatory website sections—they are fundamental to both user experience and business credibility.
Why “Contact Us” and “About Us” Pages Matter
Building Trust with “About Us”
Your “About Us” page is pivotal in shaping your identity. It tells your story, showcases your ethos, and fosters trust with your audience. A Nielsen Norman Group study reveals that users form an opinion about a company within seconds, and the “About Us” information heavily influences that perspective. By providing your history, team information, and core values, you’re not just sharing your narrative; you’re implicitly persuading visitors that you are reliable and worthy of their business.
Facilitating Contact with “Contact Us”
Similarly, the “Contact Us” page ensures that your customers and potential partners can easily reach you. This transparency is crucial for establishing a relationship with your audience. In fact, a survey conducted by KoMarketing found that the lack of contact information is one of the most significant frustrations for B2B buyers.
SEO Intentions and User Expectations
Whilst these pages might not be directly tied to SEO rankings, they correspond with the intent behind search engine algorithms. For instance, Google’s E-A-T guidelines (Expertise, Authoritativeness, Trustworthiness) highlight the significance of demonstrating credibility, part of which entails having clear ways to contact the business and a robust “About Us” narrative.
The Practical Examples
Popular websites across various industries never undermine the power of these pages. For instance, technology giants like Apple and IBM, to retailers like Amazon, maintain dedicated “Contact Us” pages for enhanced customer service and support.
The Risk of Removing Them
SEO strategies aiming to streamline website layouts by removing “Contact Us” and “About Us” pages could inadvertently result in adverse outcomes. Removing these pages disrupts user navigation and may leave users questioning the legitimacy of the business. Such a move could also directly impact a website’s ability to rank within vertical search features, such as Google Shopping, where direct contact information is a requirement, as noted in Google’s own Merchant Center guidelines.
Conclusion
The truth is that “Contact Us” and “About Us” pages do much more than fulfill SEO checklists—they encapsulate the essence of your brand and facilitate direct communication with users. In an online world where trust and user experience are paramount, these pages are non-negotiable assets. As SEOs, it’s our duty to champion these pages, not just for the sake of our users, but for the prosperity and integrity of the businesses we aim to grow.
