Recent research reported by the Nielsen Norman Group shows that some people actually read the "About Us" page. Who knew?
In usability studies, we observe people peeking at top-level pages for answers to foundational questions. Make sure that your site passes the first impressions test by answering top questions succinctly. People are more inclined to engage further once they've determined you're worth the effort.
Your "About Us" page matters a lot to some donors. Make sure they can easily find and quickly read what they need. Which is probably this:
- What do you do? Not the long-winded, abstraction-filled brand guidelines version, but the succinct, specific donor-focused version.
- Are you trustworthy?
- What can I do through you?
Give it some good thought. Make sure your About Us page is doing its job!