Creating an About Us page that works

Update your look and generate more interest with a page that shines

As a marketer, I am fond of analytics. When it comes to the Web, however, it is easy to have too many of them and not know which is most significant. Some of the most tantalizing metrics, for example, like “number of impressions” reveal less than others. More important is how long people spend on your site and what is most commonly the page that people view last before leaving your site, called the “exit page.” Another more obscure but key metric is the number of people who visit your site and go rapidly to your “About Us” page.

The “About Us” page introduces your company to visitors. In my experience, it also is one of the most neglected pages on company Web sites. It is easy to think that this page doesn’t matter much, but when you look at your analytics and page visits, you will probably be surprised to discover just how many people end up on that page.

Actually, if you paid attention to your own browsing habits, you wouldn’t be surprised at all. We all want to know who we are dealing with. We all seek to know and understand the backstory of a company. The backstory matters.