NFIB

How Your Web Site's "About Us" Page Can Help Your Business
04/ 15/ 2002

You've probably noticed that most major company's Web sites have an "About Us" page that describes the organization, its activities and policies. Unfortunately, many small companies don't feature such a page on their site, leaving some customers and journalists with unanswered questions. In today's Workshop, contributor Jeffrey Moses describes what to include on your "About Us" page.

The rationale behind what goes on this important page is knowing who will be visiting your site, and why they'll be looking for the "About Us" section. The three main categories of potential visitors include:

1. Customers might want to know how long you've been in business, which could translate into how likely they are to receive hassle-free service. Some could wonder about your shipping policies, your prices, future stock, and most importantly: contact information. Always include ways to reach a customer service person, through email, phone number and mailing addresses.

2. Investors are looking for information about your company's operations, how many employees you have, where your offices/warehouses/shipping facilities are located, how long you've been in business, bios of your executives, and your company's mission statement. Detailed financial information is also required by investors, but should not be included on your "About Us" page.

3. Media representatives who are reviewing your site almost always click first on the "About Us" page, which should include everything a journalist needs to know about your company. Make sure to include information on your products/services, the history of your company, names and titles of owners/executives (along with brief biographies), mission statement, company plans for expansion, plans for new products/services, and contact information for a corporate communications or marketing representative. By making a reporter's job easier, you're more likely to gain coverage for your company.

The page should be complete and easy to navigate, with prominent links from the homepage. If people have an easy time using it, then they'll learn more about your company.

Small Business Sound Off
Does this story hit home?  Share your story with us