Your About Us Page is Not Just a Placeholder - What Should Your About Us Page Do?
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There are certain things that everyone expects from an "About Us" page. First, it needs to be consistent with the rest of the web site. The user shouldn't feel like they've suddenly gone to a different company's web page, which can happen if the company is a subsidiary of another company and the user is sent to the "About Us" page for the parent.
Second, it needs to answer the user's questions. They've come to this page because they want to know not only what you do, but who you are. Who started your company? Why did they start it? What does your company stand for?
When you start writing about these things, try to avoid falling into the classic trap of spitting out generic pablum. If I read one more "About Us" page that explains the company's mission is "to provide global business solutions customized to suit the needs of..." well, you get the idea. "About Us" pages don't need to be boring!
If you're afraid that your "About Us" pages can be used as a cure for insomnia, here are a few points to think about as you recompose them. Brian Eisenberg noted in one of his articles for the Clickz Network that a company's "About Us" page should do the following:
- Let customers see a more human side of your company. Google's site is a great example of this; it comes through in everything from their writing style to the fun staff pictures.
- Tell your company's story. Eisenberg recommends using a time-line to celebrate your company's achievements without sounding like you're bragging.
- Reflect your company's passion. Nike's "About Us" page drips sports; Intel's features a robotic claw holding a colorful computer chip. These are just two examples.
- Reflect your company's personality. What is it like to work for your company? Show, don't tell. This is especially important because most "About Us" pages link to job postings with the company.
- Let the customer inside the company. If you've ever been to Google's web site and clicked around their "About Us" section, you've seen some great Google staff images. Think of the impression it leaves on people to see that Google's employees really enjoy their work!
- Reiterate your company's competence to serve its customers by using all of these tools.
That's a pretty tall order, but it can be done. If it helps, pretend for a moment that your company is a person. Now, write its "profile."
Next: An About Us Page is a Sonnet >>
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