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The Power of the “About Us” Page
Posted By Bryan Eisenberg On August 4, 2006 @ 10:08 am In Articles,Branding,Persuasive Scenarios,ROI Marketing | 3 Comments
Many companies love to talk about themselves. That’s why we developed an online analysis tool  several years ago that counts certain words on your site that are key indicators of whether your focus is on the customer or on you.
To buy, customers must hear about themselves and what you can do for them.
When a customer clicks on your “About Us” page, she’s giving you permission to talk to her about your company. That doesn’t mean you shouldn’t focus on what she needs. Just because she’s asking about you, doesn’t mean you get to bore her with what you’re excited about or leave her with more questions, or even make her doubt if she should buy from you.
An “About Us” page is a tremendous opportunity to cement a relationship with many prospective customers. It can put a human face on an otherwise technical, dry, and impersonal page. Properly written, it can provide some serious buying resolve to certain customer segments.
Humans want to connect with other humans. That’s easy to forget in a transaction-focused business world. Yet consider MySpace.com’s explosive success. What’s MySpace if not a massive collection of “About Me” pages?
The same power of human attraction can be properly used in a persuasion scenario  in which the “About Us” page acts as a waypoint.
If you’re struggling to find customer-centric content to put on this page, here are some examples of visitor questions you can answer on it:
If you need to know more about what customers are asking about your company, ask the people in your company who interact with customers the most.
So many “About Us” pages are a waste of HTML. Though not every customer wants to know more about you, don’t disappoint those who do. Rethinking and rewriting your “About Us” page could result in higher conversion from those who encounter it.
If you have a good example of an “About Us” page , give us a link in the comments.
Cross-posted on ClickZ
Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com
URL to article: http://www.grokdotcom.com/2006/08/04/about-us-page/
URLs in this post:
 Image: http://www.futurenowinc.com/aboutus.htm?utm_source=GrokDotCom&utm_medium=Post&utm_content=Link-415&utm_campaign=About
 analysis tool: http://www.futurenowinc.com/wewe.htm
 persuasion scenario: http://www.clickz.com/showPage.html?page=3588626
 This page: http://www.lendingtree.com/stm3/aboutlt/default.asp
 Buy.com: http://www.buy.com/corp/toc_feature.asp?loc=13189
 here: https://us.etrade.com/e/t/home/aboutus
 here: http://www.pcworld.com/resource/aboutus.html
 Dell: http://www.dell.com/content/topics/global.aspx/corp/en/home?c=us&l=en&s=corp
 links: http://www.google.com/intl/en/about.html
 example: http://www4.toysrus.com/about/
 example: http://pepsi.com/help/company_info/index.php
 example: http://www.pixar.com/companyinfo/about_us/overview.htm
 this: http://www.mcdonalds.com/corp/about/mcd_history_pg1.html
 Dave and Busters: http://www.daveandbusters.com/About/?f=0
 About Us: http://www.nikebiz.com/company_overview/
 Webcams: http://www.bungie.net/Inside/Page.aspx?section=WebCams&subsection=Main&page=1
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