Sites that begin with writing all about themselves and never stop are out of touch with their customers. Customers DO want to know something about you, but it needs to be purposeful, engaging and convey why it matters for the prospective customer.
It also needs to be brief and pithy and designed into the experience. Which brings me to this great article by the Nielsen Norman Group, Great Summaries on “About Us” Pages Engage Users and Build Trust.
Find out how much “About” content is too much, where should it go on your site, and what it should say so that it’s used to attract customers as opposed to repel.
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