I write copy for small businesses and find that start-ups are some of the worst offenders when it comes to self-congratulatory, superlative fluff because they are short on verifiable accomplishments. They try to emulate the big guys (who are also botching the About Us page) and do themselves a disservice. I’m going to send this link to my clients and link to it in my blog!
To amplify on comment #25, I think a good model for an about page would be the five w’s taught in any good writing class: who, what, where, when, why. Tell us who you are, what you do, when you started, etc… Concrete examples of your work or contribution to the world(show not tell) would helpful as well. And write it from the perspective of someone who doesn’t know anything about your company or industry. That seems like the most common mistake about use pages make – assuming that the reader knows industry jargon or acronyms.
Stimulating content that suppossed to bring users back to your website is what the Internet should be about. This article elaborates on the essentials to make the Internet more human and I think that’s exaclty what we need.
I appreciate the article’s constructive criticism of ‘about’ pages. On my blog, I have done minor work on it but have noticed that it’s always in my top 10 of content hits on my site. With that, I’d really appreciate some examples of some great ‘about’ pages.
Nice article. An “About” page is one area where a small business website really has the edge over the bigger guns. With a small staff – or even just one person – you can introduce the people behind the business and really build your credibility. I often go to the About page first to get a feel for the business. It’s not the place for mission statements, however.
I think the About Us section is a good place to put in online demos of your product or web service in video or swf format if you don’t already have any done.
29 Reader Comments
Back to the ArticleMaya Smart
I write copy for small businesses and find that start-ups are some of the worst offenders when it comes to self-congratulatory, superlative fluff because they are short on verifiable accomplishments. They try to emulate the big guys (who are also botching the About Us page) and do themselves a disservice. I’m going to send this link to my clients and link to it in my blog!
Christopher Kennon
Some time ago in a Fiction Writing course, the directive was given-“Show your audience, don’t tell your audience.”
This seems to hold true for About page authoring.
Joe Flood
To amplify on comment #25, I think a good model for an about page would be the five w’s taught in any good writing class: who, what, where, when, why. Tell us who you are, what you do, when you started, etc… Concrete examples of your work or contribution to the world(show not tell) would helpful as well. And write it from the perspective of someone who doesn’t know anything about your company or industry. That seems like the most common mistake about use pages make – assuming that the reader knows industry jargon or acronyms.
drew stauffer
Stimulating content that suppossed to bring users back to your website is what the Internet should be about. This article elaborates on the essentials to make the Internet more human and I think that’s exaclty what we need.
Doug Karr
I appreciate the article’s constructive criticism of ‘about’ pages. On my blog, I have done minor work on it but have noticed that it’s always in my top 10 of content hits on my site. With that, I’d really appreciate some examples of some great ‘about’ pages.
Thanks!
Doug
Jack Everitt
A smart article and will drive me to improve my own site’s homepage. Thanks!
Yang Kang
Intrsting and smart article. I didn’t create my about page yet, thank you.
Tincan Communications
Nice article. An “About” page is one area where a small business website really has the edge over the bigger guns. With a small staff – or even just one person – you can introduce the people behind the business and really build your credibility. I often go to the About page first to get a feel for the business. It’s not the place for mission statements, however.
Johan De Silva
I think the About Us section is a good place to put in online demos of your product or web service in video or swf format if you don’t already have any done.