• by Mat Zucker , Yesterday

In the bustling ecosystem of digital marketing, there is one page that often gets overlooked despite its critical role: the "About" page. It’s your 24/7 brand ambassador, a high-traffic destination -- and, for many visitors, the second-most-viewed page (after the homepage).

If the homepage is the face of your brand online, the About page is the beating heart. And yet, most companies underestimate its power. Worse, many treat it like an afterthought.

Customers, media, and other stakeholders want to know not just what they’re buying from companies, but who they’re doing business with. About is where you can be you: memorable, and even inspiring, either as a page or a section altogether.

Set an intention based on brand strategy. Five postures work with About pages. A Principles approach articulates mission, purpose and values. People shines a spotlight on founders, employees, or company culture. Product emphasizes what the company makes or sells. Pedigree showcases heritage, legacy, or accolades. Performance highlights size, metrics, or market dominance.

For example, if you’re looking to rebuild trust, focus on principles. If you’re out to disrupt your category or industry, blend product and pedigree. When recruiting top talent is a priority, focus on people. Scaling rapidly? Make the case with a performance approach.

Communicate spirit, not just facts. A great About page brings the brand to life. It’s inspiration, not just information. The Walt Disney Company’s page starts with its mission and power for “unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies.” Adding to the words on the page, the company supports the claim with a backdrop image of a droid.

Being a newer company, OpenAI answers visitor curiosity and anxiety by sharing what it does, making a promise to humanity, then quickly outlining a vision for the future. John Deere, a storied brand, features a video asking you if you know where your everyday items come from. 

Keep it current. Adopting a set-it-and-forget-it approach to About is a sure way to be forgotten. Markets move fast, so the 24/7 storefront that demonstrates who you are and why you matter needs regular maintenance with fresh content. Keep abreast of what’s on your customers’ minds to identify what’s most powerful to share now. Then, boost discovery and brand consideration by adjusting the content to optimize both conventional search and the new AI tools.