I was doing some research today and came across the best “About Us” page I’ve ever seen:

Indiebride.com | Our Vow

What I love about it, firstly, is that it’s called “Our Vow” instead of “About Us” — makes a great impression, doesn’t it? They’re making a vow? To me? Cool.

I also love that it has personality. Too many companies — big and small businesses both — completely waste the opportunity they have to do something with the “About Us” page. (Remember my 4 Most Underrated Pages On Your Web Site post?)

This kind of approach is great for a community-based site like IndieBride.com, but there are lessons here that ANY site can apply to the “About Us” page:

1.) Be human. You may not have a chance elsewhere on your web site to put a human face on the products you sell or the services you offer. You can do it here. It’s okay to be yourself on this part of your site.

2.) Tell stories. There’s no more captivating content than a well-told, interesting story. I’m not a girl. I’m not a bride. It’s been 15 years since I was married. And yet I couldn’t stop reading the IndieBride “About Us” page.

3.) Differentiate. What makes you unique? What makes you special? Sometimes it’s important — maybe imperative — to declare who you are and who you’re not; what you are and what you’re not.

4.) Welcome people. Every great customer service operation places great importance on making the visitor/shopper feel welcome in the store. A great “About Us” page can serve the same purpose.

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