I am interested in great “About Us” pages. Every time we craft one for a client, we access so much about the company, both about how they perceive themselves and about how they want others to perceive them.

When I evaluate a company’s “About Us” page my two criteria are credibility and personality.

For credibility, I scan bios of their leadership team to see where they’ve worked, attended school and when they’ve spoken at conferences. What makes them uniquely qualified?

Evaluating personality, on the other hand, is more of an art than a science.
I start by seeing whether the company has a clear vision, expressed as a story, which I can easily follow.
Why was the company established and what is its mantra?
Then I look at how effectively their design brings that story to life.
I next scan for involvement, and this will vary depending on the industry. For instance, if I am on an agency’s website, I want to see what social networks their employees are on and how they are using them.
Finally, I look for the personal touch: Who are the principals as people? Do I want to work with them? Video interviews, quotes, funny and intriguing stats help here.

I have shared a few examples below that illustrate intriguing about us pages:

1. Meebo – Instant messaging site

A nice mix of credibility and personality with short, descriptive bios visible when you click the arrow.

2. Zappos – The customer service company that happens to sell shoes

A good example of the use of narrative and intertwining the company’s initiatives into the overall story

3. Design Continuum – A design & marketing company

A good example of personality. Reading these pages gives me a sense of who they are—as people.

4. Headwaters – A Merchant Bank

The “About Us” page is a clear cut example of credibility, and the site exemplifies personality. It’s a gem amongst financial services sites.

5. Elastic Lab – A marketing agency

Although their video bios aren’t complete at the time of this entry, I like how they have positioned them on the site. If I want to learn more, or see their people, I can do so with one click.

6. Forty Media – Another marketing agency

Their whole site lives on one page, and their credibility derives from their involvement. Click under any of their team’s photos to see where they are active online. I love it.

I asked friends on Twitter for their feedback on about us pages. Here’s what they said:

@central_nm  on about us page – what is look and feel? does it convey a sense of person/company/service in honest & authentic? current?

@solobasssteve context, background info, links, credentials, personal info, photos, interests, friendliness.

@nwjerseyliz If biz, a BRIEF statement about goals whether that is a mission statement or a promise to customers to provide good service

@kirbstr I look for the 5 w’s. Who are they? Where are they? (this sticks in my mind even as it seems less relevant) what, when, why

UPDATE: @solskinner Check out DanSko’s “About Us” page. http://tinyurl.com/6pghnk

I have an idea for an “About Us” page I am considering for my agency’s website. The page would have two buttons. The first would be called “Just the Facts,” and the second, “Our Story & More…”

This would give visitors the ability to select how much information they want to know.

Want to read more on the subject? Check out:

The Power of the About Us Page, ClickZ, by Bryan Eisenberg
Your About Page is a Robot, A List Apart, by Erin Kissane
Calling for a Ban on “About Us” Pages, AdAge, by B. L. Ochman

Do you have an “About Us” page you love? Please leave it as a link in the comments below.

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