I believe one of the most important pages on a website is the About Us page. It is often misunderstood and at best undervalued. Going against the grain, I propose this page is more about the reader and less about the company or person. Here’s my reasoning:
Marketers have long agreed that people both read and react (positively and negatively) to the proposition “What’s in it for me!” In real estate it’s location, location, location. In online marketing it’s benefits. People want to know the advantages of a product or service before making a decision. In their quest to find reasons to buy or learn more, website viewers will go to the About Us page to gain a better insight on who is selling to them or, more to the point, whom they are buying from.
This is key, because viewers do not just want a resume of location, employees, company history, and growth patterns. What they really want is to find out the personality of the company, what makes them tick and if they are sincere and credible. It’s their first impression of you, how you want to be portrayed and if your values match up.
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