The About Us Page is the section of a website where site owners direct the reader’s attention away from what the site has to offer and focuses more on answering core questions:
- What the site is
- How the site works
- Why the site came to be, and
- Who can be credited for creating the site
The About section is the part of the website where the person, brand or company behind the site gets to tell their story and demonstrate their value.
The About Us Page generally serves two core purposes:
- To build a connection by engaging the reader, and
- To establish the value of the site by narrating the backstory that eventually led to the site being created in the first place
It’s not unusual to have several pages of About content in the form of company information, corporate culture/ corporate identity (mission and values), and bios of key personnel. When this is the case, it’s best to include each topic as part of a separate drop-down item under the About menu in the main navigation menu of the Home Page.
Different Types of “About” Content
- Bio – Usually told as a third person narrative, the biography is the go-to choice for professionals who wish to establish their expertise in a certain area. The bio leans heavily toward chronicling the technical or functional competence of the site’s owner or the company’s key players. Its aim is to establish trust based on these competencies. It focuses on providing specific brand-building information such as academic pedigree, professional experience, credentials and career achievements. It’s the “Why you should trust everything I say” page. I did a post on how to write an awesome bio. You can read that here.
- About Me – The About Me section of a site is like “bio lite.” It is often written in the first person and reads more like a short story than a list of credentials. This page leans more toward chronicling the behavioral competencies of the site’s owner and aims to facilitate a connection with the audience through empathy. It can focus on the challenges the person has overcome, his or her values, job-related discoveries, and personal or professional goals. It’s the “I’ve been you” page.
- Our Story – For corporate websites, this page helps to bridge the distance between brand and consumer by delivering a backstory in which regular people play a key role in the company’s conception, development and ultimate success. Particularly for brands that have not yet proven themselves to their target audience, the “Our Story” section of the site can help the company demonstrate relevance and add a human element to a corporate entity. It’s the “This company is an ‘us’ not an ‘it’” page.
- Mission – The Mission page relays to the reader why the company, brand and/or site exists. It defines the function, audience and promise of the site. Mission statements can be detailed and noble or they can be whimsical and succinct. The way in which the mission is articulated is usually a reflection of the brand itself.