E-commerce Link: Let's Talk About You
An "About Us" section is one of the few constants of organizations' websites. Businesses have evolved their sites to present a unique and increasingly dynamic "handshake" to customers with look and feel, content and interactions.
Yet, About Us sections, regardless of company size or industry, have remained largely a static, impersonal catch-all for content that doesn't seem to fit anywhere else on the site.
Why 'About Us' Should Go
Companies' websites more and more are equated with brand. Therefore, to have one section of your organization's website called About Us when the entire site is about your business is misleading and often redundant.
About Us is typically one of the main sections of an organization's website, found at the top of the page or in the footer. It goes by different names, including: "About [the company name]," "Company Information," "Corporate" or simply "Our Company." Most often, it includes information about the company's vision or mission, leadership, news, location and general contact information.
However, a more robust About Us section can address any of the following topics:
- corporate responsibility and/or sustainability;
- diversity; and
For example, the website of an S&P 500 office product and services supplier calls its About Us section "Company Info" and breaks it into 16 different subsections. The broad About Us label makes it extremely difficult for users to predict what content they will find in that section. Furthermore, About Us sections are frequently overloaded with miscellaneous content, which also makes it hard for users to identify what's most important.
Another challenge is that About Us content is often heavy on business jargon and/or internal company language. As a result, the content comes across as generic, impersonal and possibly difficult for users to decipher.