Jakob Nielsen on About Us Pages

Jakob Nielsen reports

:

"We found a 9% improvement in the usability of About Us information on websites over the past 5 years. But companies and organizations still can't explain what they do in one paragraph."

I'm glad to see this, actually. In working with our agency partners, positioning comes up again and again. My first question for any consultation is always, "Can you sum up your positioning in one sentence." This is because I believe that if you can't, it's going to be either very difficult or not even worthwhile to identify a web strategy.