About Us Pages Designs To Target Customers
The About Us page is used to orientate users and to provide a feeling of trust. Specially if your website is new you should have a well done About Us page. For new companies, it should have a brief description of the services and information about how to contact, including real addresses. If you are selling something online, that will give users trust.
"make it look organized and simple…"
For well established companies an About Us page should have links to the job offers, to the press releases and to the history of the company. That’s where more people are going to look for that information.
It’s important not to place long texts on the main About Us page, make it look organized and simple and place direct links to the interesting sections. Think in the information your users would look for in your About Us page.
Macy’s has a very well design About Us page:
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On the other side, YouTube has a not so good approach. The About Us page is called "About YouTube" and the link to that page is called "Company Info", in usability terms that escapes from the standard. They also include some company history on the main About Us page, giving less importance to other topics.
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Popularity: 11% [?]
Clarity and functionality are important, but I think it’s also nice to add a little touch of personality to an About Us page, especially if you’re strictly an online presence. There’s no reason to adhere to standards of rigid formality, and by adding something that reveals your business’s humor or warmth, you invite the reader into an emotional investment, thereby making a personal connection that will hopefully stick.
For me, the Macy example seems like an extra click. I’d rather see an “About Us” blurb on the About Us page in addition to the links.
Very good point about the consistency of navigation names and page titles - many sites overlook this. Consistency of site (nav, colours, etc.) is a great way to build trust and credibility.
Despite our slight disagreement in opinion about this particular case (Macy’s) I really enjoy reading your blog - I always learn something new!
Anne, Charlotte, thanks a lot for your valuable comments!