E-commerce Link: Let's Talk About You
● Adopt a different label. Some organizations setting a new standard for communicating information about their leadership, value proposition and corporate responsibility are doing away with the About Us label. For example, international NGO Save the Children uses "Who We Are," "What We Do" and "Where We Work" to make clear distinctions between typical About Us content. By using more specific labels, Save the Children takes the guesswork out of users' experience and therefore communicates more directly and powerfully.
Some companies have ditched the About Us label to offer what seems much more like a privileged view into the organization's workings. For instance, vacuum company Dyson uses the label "Inside Dyson" to provide an intimate look at the organization's history, technology innovations, founder, charitable activities and games that reflect Dyson's thinking processes. This section is more than just "about" the company; it's pointed content about the organization's human, social and intellectual capital and differentiators.
● Think beyond copy. Companies like Dyson also have illustrated how About Us content doesn't have to exist as pure copy. "Inside Dyson" is an interactive gallery of image thumbnails that link to text, as well as compelling photographs, diagrams and videos.
However, companies don't have to invest in flashy media to tell a story that will resonate with users. The productivity software company 37signals uses the label "Our Story" in lieu of About Us. The "story" leads with a simple timeline of text, images and links that illustrate its major milestones. It's followed by a section titled "Meet the leadership team" and then finishes off with information about all the products, services, books, etc., that 37signals has to offer.