Someone arrives to your website and they are interested in what you sell. They immediately want to know more about you. In their mind, they are asking: “Why should I trust you?” The job of your about-us page is to answer that question.
How important is the about-us page? It is the second most viewed web page in the typical website. The home page is the most popular page.
These pages should help people learn more about who you are, what you do, and why they can trust you. The about-us area for a website can be a single page or a section of pages, depending on your website.
Include things like your press releases / press room, an organizational profile, an investor relations section, disclaimers and legal information, careers and employment opportunities, public relations, affiliate programs, green initiatives / sustainability, community relations, frequently asked questions and sometimes the contact page.
A “Meet the Staff” page is a common companion page to About-Us. The focus here is to highlight key customer facing employees. A short bio, a picture and maybe a favorite quote.
Many websites have a link to their Privacy Policy and to their Terms of Use page from their About-Us page.
One definite trend is the increasing use of video to add a more personal engagement with the visitor. This can bring in the personality of the CEO or to highlight community and sustainability initiatives. Short videos of 2-4 minutes are best.
The about us if a single page is usually located in the top navigation bar. If a group of pages, it can be a drop down (such as for Adobe in the example above) or near the bottom of the home page (such as Best Buy and Amazon above).
