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For ‘About Us’, read ‘Why Us’

We all have an ‘About’ page on our website. And it’s nearly always a description of the company.

So what’s wrong with that?

It’s not addressing the what reader needs to know.

Instead of considering ‘About’ as being short for ‘About Us’, think of it as being short for ‘About Us In Comparison To Our Competition’.

Or best of all, ‘Why Us’.

In other words, it’s the best chance we get to tell our prospective customers why they should want to do business with our organisation.

Sure, there’s a place for the mission statement, the corporate vision, the timeline and the MD’s photo. But it needs to be presented just as any salesperson would when introducing a prospect to the company. Would they read out what’s on our ‘About’ page?