Tell them about yourself

I’ve just read an interesting article that claimed that users do not care for links pointing to a “About us” type of section. I disagree with that. If you land on a site because you used a search engine, you may not know (hence trust) the source of the information provided on the site. This is especially true for e-commerce sites. Today, anyone can put up a professional-looking site that seems legitimate. One of the first thing I do when I get to a site I do not know, I check out how they describe themselves. Sometimes you will have customer feedback, list of affiliated companies, list of partners, etc. All information that you can use to ensure the site is legitimate. In fact, at my last company, our “About us” section was one of the most visited. So, even though you may not have too many people reading that part of the site (and they should), you should always have a predominately position link to such vital information.