Over the years of building and analyzing websites, I’ve noticed, in a fair share of sites, more attention has been afforded to the About Us page than to most other pages on the website.
It seems there must be a passage in one or more holy books that says, Thou Shalt Have an About Us Page.
While there may be legitimate uses for an about us page, more efficient ways to emphasize the “about us” information, lending credibility to your business can be utilized, while placing emphasis on important aspects about you and your company throughout your website.
Take for example the following common information given on a typical about us page:
“Our company is located in some town and state and has been providing widget sales and services since 2000. We have a combined experience of 90 years in the sales and service of widgets.”
This abreviated example will be sufficient to present the concept of eliminating the about us page and creating content and layout designed for your website visitor.
Let’s start with “Our company is located in some town and state”. This information is best presented in the header and/or footer of each page, as part of your call to action such as your logo or contact phone number and/or email address, thus removed from the about us page.
Next we look at “… we have been providing widget sales and services since 2000″. This important information belongs on Each Page either in the header, footer, side bar or a sub header line. Repitition is key.
Now we come to the credibility of your company and services by defining the following: “We have a combined experience of 90 years in the sales and service of widgets”.
Credibility is important and this blanket statement can be expanded in such a way to bolster your company credibility while possibly adding a face to your business.
Assume your company has a sales and service division, each with one or more employees. An effective use of space can be achieved by placing a quote and photo of the individuals on the associated pages.
For example, let’s say you have a page defining your services. Placing a brief information panel introducing the manager of your service division, Bob Smith, with a statement such as, “Bob Smith, Manager of our Services department has 20 years maintaining and repairing major brand widgets. He oversees his team of experts to insure you are satisfied with your widget maintenance and repair”. Below this statement, you could also place a photo of Bob, putting a face on your service division.
Now, when your site visitors view your services, they are also able to see the credibility statement about Bob and your company (which may go unnoticed on an about us page). When the customer calls, you have placed a face and name to the voice on the phone, and you have effectively removed the need for this information on your about us page.
Applying this technique to any information you would place on your about us page, enhances your website with “Quality Informational Content”.
A little thought and preparation goes a long way toward providing an effective layout packed with information and credibility, without an About Us page.