Websites, About Us Pages [back to archive] Have you ever visited a company website and despite reading all about its products and services, couldn't find out who and what they were ... or where they come from? It happens all too often. You go to the "contact us" page and you find a blank email form or boxes to fill that tell you nothing. You go to the "about us" page (if there is one) and all it tells you is that the company is the finest purveyor of whatever in the world. (Not where in the world, of course.) I've got to the stage now that I've worked out ways of second-guessing those basics from subtle clues ... like the currency used, the form of company name suffix, the spellings (American or British English) and even by clicking through to the company that designed the website, to see where they are based. But this is a very unreliable way of finding out the information. How do these people expect to build trust and confidence in their business - especially in the anonymous twilight zone of cyberspace - without at least telling site visitors a bit about themselves? Think about it. Would you approach someone at a networking event and say, "never mind where I come from or what my background is - just take it from me, I'm the best person to train your store staff..." ?? No. So why do it on your website, when you're not even there in person to give people some idea of your identity? Of course if your company is Kelloggs or Proctor and Gamble or Coca Cola, you probably don't need to worry too much. But given that our businesses and/or our employers' businesses aren't quite so well known, I believe we owe it to site visitors the courtesy of a short explanation to locate us in time and space. It doesn't have to be a 2,000 word essay, unless your company history happens to be very interesting indeed. Just a non-sales, factual few lines that sketch out the background to your business, how it came into existence, where you're based and - if appropriate - who its key players are. However even when people do include an "about us" page on their site, often they use the wrong information and the wrong approach. Usually, that takes the form of a thinly-disguised piece of selling copy that contain few or no facts and only the vaguest of references to their people, establishment and ethos. Here are a few examples of poor "about us" text. They're real excerpts from real "about us" pages, with the names blanked out (so I don't get sued!) You have found us because you are looking for sound, financial advice. As professional Independent Financial Advisers, XXXX YYYYY are authorised to deal with many forms of financial services, and specialise in giving advice to clients on a wide range of subjects to assist with personal financial planning. We listen to your needs, and offer clear, no-jargon advice on the most appropriate financial products for your personal circumstances. There are two things wrong here. One is that it tells you nothing about the company other than the fact that they think they're pretty good. The other is that it's full of boring clichés we've read hundreds of times and are no longer impressed by. Why couldn't they just say where they are, how long they've been established, what sort of financial services they offer, what experience their key people have, etc.? XXXXX YYYYY is a partnership based in ZZZZZZZ specialising in all aspects of tax affairs. We have highly qualified people offering services ranging from simple accountancy procedure to large and complicated tax investigation cases involving businesses and individuals. We are happy to welcome all clients both business and personal regardless of wealth. Our current range of customers vary from those requiring help with the basic self assessment forms to handling the affairs of an international sporting celebrity. This one is a bit more informative, but expresses about as much personality as sink full of dirty dishwater. Who are the highly qualified people? When was the company founded - last week? And "regardless of wealth?" You mean you might give me the time of day even if I'm not an international sporting celebrity? That's patronizing, and it puts me off. XXXXXXX is a company of sales people who teach selling. Our consultants all have many years of sales and management experience. In addition, everyone undertakes a continuous training and development program. We maintain outstanding quality through rigorous trainer accreditation. You can depend on XXXXXXX to repair sales problems and deliver learning results. There is one word that springs to mind here: underwhelming. Sales people who teach selling ... no kidding. Who are they? Where are they? How long has the company existed? Why was it founded? Why should I believe I can depend on you? OK. Now for some better ones. XYZ was founded by XXXX ZZZZZZZ in (month) (year.) XXXX was one of the first surveyors to both recognise the potential of capital allowances in investment properties and to establish and refine a procedure for their maximisation that satisfied the Inland Revenue. In the late 19XXs he jointly developed the first specialist teams of capital allowances surveyors and in 19YY co-founded AAAAA BBBBB CCCCC, the first independent firm of capital allowances consultants. That's better. Doesn't say where they're based but provided that's made clear in very obvious places elsewhere on the site, it's not a problem. At least, though, we get a clear picture of the who and the what which makes us more likely to trust that they know what they're doing. Also, we're not being sold at by a string of empty sales pitches. The Pizza XXXXX was originally named Pizza YYYY, and was established in late 19XX by an ex-pizza shop owner. His intentions were simple - to get pizza shops on-line selling pizzas! At the time the dotcom bubble was yet to burst and capital investment was being offered from every angle. We decided to start with little investment and go for sustained growth. This sound financial foundation allowed us to keep costs low and borrowing to a minimum. Whilst many dotcoms have had the plug pulled, we are here to stay. Once again, it doesn't tell us where, but that's made clear elsewhere. I'd like to have read about their devotion to quality of the product in the early stages, too, not just the fact that they're unlikely to go bankrupt tomorrow. But at least it gives you an impression of the business, where it has been, and where it's going. XXXXX was established in 19XX by its president, YYYYY ZZZZZ. Mr. ZZZZZ is the originator of Xxxxxx, a discipline designed to inspire and support human potential and well being in individuals and organizations. The theoretical framework for Xxxxxx is based upon a comprehensive study of Western psychology, cybernetics, Neuro Linguistic Programming (NLP)* and the Japanese arts of Aikido, and "sei tai". The practical foundation for XXXXX's work rests upon Mr. ZZZZZ's XX years of business and consulting experience, which includes XX years spent in Japanese and other Asian business circles.
This text goes on to describe both the technique's history and the company's evolution in some detail - too much, perhaps, and it might have been better summarized here with the clickthrough option to more detail elsewhere on the website. No matter. You certainly feel reassured that Mr ZZZZZ knows his stuff and can be relied upon to deliver.
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