???About Us??? is written
in second-person point of view (writing from an ???us and you??? perspective, like this book);
???About XYZ??? is third person. Again, this should mirror whatever point-of-view style is
employed on the rest of the site.
Deviating from this established language runs the same risks as breaking any best practice
or usability recommendation. If it??™s done, it needs to be done well, and needs to clearly
communicate its function to users. The reality is that people look for the word about. It
may not be the best word for the job, and certainly falls painfully short in literary elegance,
but zillions of sites have thrown those five letters into their menus and the greater web
populace has grown comfortable with the term. Unless you have a clearer, easier phrase,
stick to what people know.
Placement of the link should reflect the weight it??™s given on the overall site. For instance,
if your primary focus is driving customers to your sale pages where widgets are marked
down 50 percent, you??™re probably not as interested in creating a long-lasting customer
experience as making a sale to clear inventory. However, if your business relies on the
influence and credibility of its leaders (for instance, a well-connected politician, or a highly
respected engineer), or likes to parade past client success, then prominently displaying the
link is critical to the marketing success of the site.
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