The 'About Us' Page Test: 5 Questions That Reveal Your Brand’s True Story
Your "About Us" page is the ultimate test of brand clarity. Use our 5-point checklist to see if your company core message passes, or if it's time for a rewrite.
Open a new tab and go to your company's "About Us" page right now. Read the first two paragraphs. Is it a compelling story that makes you proud, or a collection of corporate buzzwords that could belong to any of your competitors?
An ineffective About Us page is not just a missed content opportunity; it is a critical symptom of a deeper illness: a weak, undefined, or generic company core message. It is a public declaration that you lack clarity about your own identity. This single page is the ultimate litmus test for your brand's health. In this post, we provide a simple "About Us Page Test," a 5-point checklist to diagnose your message and show you how to write an about us page that builds trust and connection.
This post answers a critical question for all business leaders:
How can a leader use their "About Us" page as a litmus test to diagnose fundamental problems in their company's core message and story?
A leader can use their "About Us" page as a litmus test by applying a 5-point checklist to diagnose their core message. This involves checking if the page tells a compelling story, positions the customer as the hero, uses human language instead of jargon, clearly reveals the company's "why," and inspires further action. A failure on these points reveals a foundational weakness in the brand's overall clarity and narrative.
Why Your "About Us" Page Is the Unsung Hero of Your Website
Before conducting the test, it is critical to understand the value of this page. A study by KoMarketing found that 52% of visitors want to see "About Us" information after landing on a company's homepage. It is a primary destination for users looking to validate a business.
It's a Magnet for Believers, Not Just Visitors. This page attracts your three most important audiences: top-tier talent evaluating your culture, potential partners assessing your stability, and high-intent buyers looking for a reason to trust you.
It's the Canary in the Coal Mine for Your Brand. This page is the ultimate diagnostic tool. If your message is muddled here, on the one page dedicated to your identity, it is guaranteed to be muddled everywhere else.
The "About Us" Page Test: A 5-Point Brand Clarity Checklist
Grade your own page against these five questions.
Question 1: Does It Tell a Story or Just State Facts?
The Test: Does your page have a clear narrative arc with a beginning, a challenge, and a mission? Or is it a dry timeline of funding rounds and office locations?
Why it Matters: Facts inform, but a compelling company story creates an emotional connection. Research from Headstream shows that if people love a brand story, 55% are more likely to buy the product in the future.
Question 2: Is the Customer the Hero of That Story?
The Test: Read your page again. Is the focus on your company's greatness ("we are innovative," "we are the leading provider")? Or is it focused on the customer's struggle and how you guide them to success?
Why it Matters: As author Donald Miller states, "The fatal mistake some brands make is they position themselves as the hero in the story... The customer is the hero, and the brand is the guide."
Question 3: Does It Ditch Jargon for Human Language?
The Test: Hunt for corporate buzzwords on your page. Do you find terms like "synergy," "leverage," "paradigm shift," or "solutions-oriented"?
Why it Matters: Jargon is a cheap substitute for clarity and a signal of insecurity. Simple, direct language builds trust because it shows you have nothing to hide.
Question 4: Does It Clearly Reveal Your Purpose (Your "Why")?
The Test: After reading the page, can a stranger clearly articulate why your company exists, beyond making money?
Why it Matters: This is the heart of your company's core message. Without a clear purpose, you are just another vendor. A 2022 Zeno Group study showed consumers are 4 times more likely to purchase from a company with a strong purpose.
Question 5: Does It Inspire Action?
The Test: Does the page leave the reader hanging, or does it guide them to the next logical step, such as viewing open positions, reading case studies, or contacting your team?
Why it Matters: An effective About Us page should deepen engagement and pull the reader further into your brand's world, not be a dead end.
Failed the Test? It's Time to Fix the Foundation, Not the Façade
If your page scored poorly, the solution is not just to hire a better copywriter. A failing grade reveals that the foundational elements of your brand message are missing or broken. Rewriting your About Us page without first defining your company's core message is like putting a fresh coat of paint on a crumbling wall.
From Cracks to a Solid Foundation
The "About Us Page Test" shows you exactly where the cracks are in your brand's story. To build a narrative that connects with customers, inspires your team, and passes every test with flying colors, you need to start with a solid foundation.
<div class="richtext_highlight"> <a href="/lp/clarity-blueprint" > Download our free guide, The Brand Clarity Blueprint</a>,to get the complete, step-by-step system for defining your core purpose, crafting your unique company story, and building a brand message that is clear, compelling, and consistent.</div>
Your Real Story Is Your Greatest Competitive Advantage
Your About Us page is a powerful mirror reflecting the clarity, or confusion, of your entire brand. Do not treat it as an afterthought; use it as your most honest diagnostic tool.
Stop hiding behind a generic corporate bio. Your real story is your greatest competitive advantage. It is time to tell it clearly.
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