On an About Us page, you should have exactly that - About Us. For us, we use a number of different things from staff profiles (and pictures) so that our clients can be familiar with a face for those that they talk to. A face and a name goes a long way. We usually put a company overview on how we started, what we're doing now and what's in the future. A vision statement for the company is always appreciated too.
When I do business with people, I always look for the extra information, some other connection that I might have with them. Just like when I meet people in person (or over the phone) there's a personal relationship struck up in finding out about them, their business, their family, where they work (and play) and where they live. It allows you to come back weeks or months later and ask how was their son's college graduation, happy aniversary, happy birthday or I'm sorry to hear about the death in your family.
This is just normal sales information that you would garnish through a regular conversation with people. Sharing a little of your personal life with a customer also allows them to feel connected to you in some way.
It's the same reason here on the message boards we see "happy birthday" and things of that nature. If you can bring just a little of that personability to your About Us page, it allows a potential client to make an emotional connection - and then it's just a matter of selling your services.
I'll be honest, I don't remember all of our customers when I talk to them, but I'd say I know "about" 70% of our clients and have talked to each of them at least once. They all get a postcard each year too, and it's always hand written too.
I just hired a logo designer the other day, and just like I went through his portfolio, I also went through his about page and some of his blog so I could get a better feel for how this guy is both in life and in business. We were able to connect on a few different levels, and it has made for a great working relationship!
