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Typically the "about" page on the sites that I have is no higher than the 3rd or 4th most trafficked pages. Not bad suggestions, I feel that people should be portraying themselves as the would in a job interview (which this says) and I think that should be basic knowledge. Answer the question of how I can improve your "quality of life".
One of the first things I do on an unknown website (to me) is visit the about us page. How much effort they've put into that tells me so much. Photo's, contact info, resume, etc. While I'm not sure if this "you" approach can work for every business the general message; "Stand Out" is one that can't be repeated enough.
A tactic I remember some nonprofit taking (can't remember which one, sorry) was to encourage users to upload photos of themselves to their Flickr channel - then they pulled in those photos via RSS. The end result was an "About Us" page that was essentially an "About You" page. :)
Haha that is amazing. Let us known if you come across it again!
Will do! I thought it was ONE.org, but it doesn't look like they're doing it anymore: http://www.one.org/c/us/about/3782/