I don’t understand why most sites either:
1: Don’t tell their story.
2: Tell a formulaic story.
There is no template for an About Us page. All you have to do is give the world a glimpse of who you are and what you stand for.
The first thing balsamiq.com does when you land on their homepage is show a prompt to their About Us page (see bottom right corner of screenshot below):
And on click this content is shown on top of their About Us page. It’s very short, to the point and full of personality:
Now here’s the thing, Balsamiq is used by some of the largest companies in the world:
But that information is buried lower on the page. Balsamic is giving more prominence to their About Us content over its client list. And that’s the right thing to do. Shoppers buy from people they trust. Yes, social proof is important, but it’s less important than your amazing personal story.