How effective is your website's “About Us” page? Is it just an afterthought? Just some organizational boilerplate?

This article argues that “About Us” pages should be customer-centric (think: donor or member-centric) rather than company-centric. It even offers a calculator that will score your page on its customer focus. Does your “About Us” page answer these questions:

  • Why do you do what you do?
  • Who are the people behind the organization?
  • What kind of people will I be working with/giving to/buying from?
  • What does your organization stand for?
  • What does your organization stand against?
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