Reasons to Update Your Healthcare Website’s About Us Page
When was the last time you took a good look at your organization’s About Us page?
It can be easy to overlook your About Us page during content audits, when it seems like your time and efforts are better spent making sure the homepage and service line pages are up-to-date.
But the longer your About Us content goes without updating, the higher the chance is that you’re missing out on winning over patients and job prospects who visit the page.
Recent marketing studies have shown that more than half of people say that when they visit a website, About Us is the first page they want to read. Just over 30% of people say that a website’s “About Us” page is its most important part.
For healthcare organizations, it’s a prime spot to build trust, share your story, and communicate your mission to patients, job seekers, and the community. But if the content is outdated, incomplete, or inconsistent with the rest of your site, you risk losing credibility.
Here are six important reasons to revisit your About Us page and make it a routine part of your healthcare content marketing strategy.
1. Website visitors are looking for answers
When someone visits your About Us page, they want to know who you are, what you do, and why they should choose your organization. Patients may be looking for reassurance about your qualifications. Job seekers may want to understand your culture and values.
Don’t make them dig for the basics — make sure your mission, history, and location information are clear, accurate, and easy to read.
2. Search engines and AI are also looking for answers
It’s not just people who visit your About Us page! Search engines and AI tools scan it, too. These systems look for signals about your organization’s expertise, authority, and trustworthiness.
A well-written, up-to-date About Us page can improve your SEO and help AI-driven search tools pull the correct information when users are asking questions about your organization.
3. Your organization has rebranded
If your organization has recently changed its mission statement, positioning, logo, name, or other crucial brand information, your About Us page needs to reflect that.
Leaving outdated branding in place can confuse visitors and undermine your marketing efforts, but consistency across your website will build credibility and reinforce your new brand identity.
4. Your organization has recently won an award
Have you recently picked up an award for the care you provide your community, or for being an outstanding place to work? Your About Us page is the perfect place to show that off!
Awards and recognitions go a long way to showcase your credibility and level of care, while showing visitors that your peers and industry leaders value your work.
5. Your organization has grown
Maybe your organization has recently built new facilities or merged with another health system. Growth is an essential part of your story, and your About Us page should tell it!
Updating this page with information about the number of locations you have, the locations where you provide care, and the types of facilities and providers that are part of your network helps patients understand the full scope of your capabilities.
6. Your leadership team has changed
Whether they’re a job prospect looking to see who they’d be working with, or a local reporter looking for an expert source for a story, the people in your community want to know who’s leading your organization.
If you’ve recently brought in new leaders or restructured your executive team, make sure bios, titles, and photos are accurate. Ensuring this information is up-to-date is especially important for the healthcare space, where trust and transparency is essential.
Tell your organization’s story through healthcare content marketing
Your About Us page should be more than a static history — it should be an ever-evolving representation of your organization’s brand identity. Regular updates ensure that both human visitors and search engines alike get the most accurate, compelling, and trustworthy version of your story.
If it’s time to give your About Us page a refresh, check out our best practices for writing About Us content.
If your organization could use a hand with its healthcare content marketing, Geonetric is ready to help! Contact us today to learn how we can help strengthen your brand through effective, impactful content.
