Your About Us Page is Not Just a Placeholder - More Items You Should Include
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You'll notice that Google's first link under Our Company is to its press center. Needless to say, I've spent a lot of time in that particular section of many company web sites. Companies often use the press center to link to stories about the organization that have been picked up by the press. You can also use your press center to link to your company's press releases. If you also use it to link to stories written about your company by others, you should of course distinguish between the two.
In the screen shot in the previous section, you'll also notice a link to jobs. Google includes a brief paragraph in this section that talks about what it's like to work for the company. But from this page, it also links to more complete information about life at Google, office locations, diversity, and more. That's in addition to the actual links to job descriptions. If your company really prides itself on its work environment, you might want to consider this approach. Or you can keep it simple; it's entirely up to you.
Finally, I want to mention the link to the Google blog. Actually, there are several Google blogs; that link goes to the main, official Google blog. If your company has a blog, you should definitely link to it from your "About Us" page. By now you've probably figured out that this page lets users get to know your company as if it were a person; there's no better way to show your company's human side than with a blog. So if your company does have a blog, you want your potential customers to be able to get to it easily.
Oh, one last thing: make sure you keep your company's "About Us" page up to date. Link to new stories about the company in the press, update biographies as necessary, add press releases, and so on. Like a blog that isn't updated regularly, an out-of-date "About Us" web page can make your site look stale and neglected; you definitely don't want to convey that kind of image!
I hope I've convinced you that your "About Us" page should be more than an afterthought. If you put it together well, you'll give your customers a good feeling about your company. You'll help them to know who your company is and what they can expect from it. You'll give them a sense of trust. And building a sense of trust is an important step in getting them to convert.
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