Too many businesses have bland “about us” pages featuring stock photos and generic corporate phrases, here’s two examples;
We have many years of practical experience as sales managers, directors and business leaders.
Our staff have a great deal of experience, having placed hundreds of candidates in positions at many different hospitals and clinics
Both of these businesses have owners with fantastic experience, great staff and a terrific story to tell, yet from their web site you would never know this.
For all the reader knows, they are just another anonymous branch of a multinational which is a terrible waste for these great teams.
The web is one of the few ways a small business owner can tell their story without restrictions. So there’s no excuse to be shy about why you are so good at your job. Tell people who you are, why you are doing what you do and how good you are at doing it.
And ditch the stock photos. Chisel jawed models in Italian suits playing with laptops are fooling no-one. Put your own photo up and be be proud of who you are.
Potential customers visit your web site to find about you, they want to hear your story and why your businesses will delight them and meet their needs.
So use that “about us” page properly, tell your story and introduce yourself. Don’t be shy, you should be proud of who you are and what you do.
Paul Wallbank is a speaker and writer charting how technology is changing society and business. Paul has three regular technology advice radio programs on ABC, a weekly column on the smartcompany.com.au website and has published six computer books.
Since 1995 Paul has setup and run four business including PC Rescue which he grew to be a national IT support business. Paul currently works with government and businesses to help them navigate the challenges and opportunities of the new digital economy. 
I agree 100%, Paul. With almost every client I’ve dealt with over the last decade, the “About Us” page is the most-visited part of their website after the home page.
When I visit an “About Us” page myself, I expect to see, well, your “us”! People. Their names, faces and actual hard facts. I want to know whether you’re someone I can do business with.
If there’s nothing but bland generalities, I will move on and never return. You just lost a potential customer.