Ensure the ‘About Us’ area of your website is helpful
For some reason, informational web pages about organizations can be difficult to find or they give only minimal information. It should be easy for visitors to your website to find out the basics of your organization, large or small. But surprisingly often, this important information is hard to find or even missing.
An ‘About Us’ or ‘About [the name of your organization]’ page should give concise summary information such as:
- what your organization does
- organizational vision, mission and goals
- broad structure
- names and titles of senior executives
- brief summary of products and operating locations
- succinct summary of your most recent financial results or operating performance
- short chronology of the organizational history and key milestones
- up-to-date contact information, especially your telephone number
Obviously, if you are a small or medium business, the content on your About us page can be adapted to suit. Overall, the page should represent your organization to strangers – you should put yourselves metaphorically in the shoes of a visitor and offer them a snapshot of your organization.
Don’t use fancy names like Info Center or put the information anywhere except the home page. This only makes it harder for a visitor to access the information they are seeking.
An easy-to-find About us page is essential for journalists. If you don’t have a separate area for the media, they will visit your About us page instead, or they will visit it regardless.
Make sure the essential information is accessible on your About us page, especially the contact information. Some organizations merely give an email address for enquiries. This looks evasive. If your telephone number is not supplied, it gives visitors the impression that you are making it difficult for current and potential customers to speak to a live person and thereby dodging accountability for your products and services. Government websites are common offenders.
If your corporate information is hard to find or is out of date, visitors are likely to go to straight to a competitor’s website.
Why not conduct a quick usability check of your website to see how accessible your About us area, or its equivalent, is? Look for the name of your CEO, check your corporate telephone and fax number, and find your organization’s operating philosophy.