Why do most About Us pages look alike?

Have you read the About Us page in your corporate brochure or on your website? What does it say?

The About Us page on your website and in your brochure is perhaps the place to use high sounding words which not many understand. It is either written by copy writers from advertising agencies or from people within the corporate communications department. To give you a taste of it, let us check the websites of 3 well known IT companies. I have hand picked some parts of their About Us page. Abused jargon marked in bold.


Company 1
XYZ helps customers do business better by leveraging our industry-wide experience, deep technology expertise, comprehensive portfolio of services and vertically aligned business model.

Company 2
We ensure the highest levels of certainty and satisfaction through a deep-set commitment to our clients, comprehensive industry expertise and a global network of innovation and delivery centers.

Company 3
We help enterprises transform and thrive in a changing world through strategic consulting, operational leadership, and the co-creation of breakthrough solutions, including those in mobility, sustainability, big data, and cloud computing.




The problem is: Because of the way these pages have been written, they all look the same. They all look dull and dry. I wish companies took the About Us page more seriously. If written well, a lot can be communicated in a better way. I will dig for you some about us examples. If you know any good about us pages, leave a comment.


Here is one which looks quite decent:

Founded in August of 2008 and based in San Francisco, California, Airbnb is a trusted community marketplace for people to list, discover, and book unique accommodations around the world — online or from a mobile phone or tablet.

Whether an apartment for a night, a castle for a week, or a villa for a month, Airbnb connects people to unique travel experiences, at any price point, in more than 34,000 cities and 190 countries. And with world-class customer service and a growing community of users, Airbnb is the easiest way for people to monetize their extra space and showcase it to an audience of millions.