"...After your site gets potential customers interested in your products or services, they naturally head to your About Us page--often within three to four clicks--to make sure your company is the right choice to provide those products and services. That's why your About Us page is often your website's make or break page."
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http://www.inc.com/jeff-haden/8-ways-to-dramatically-improve-your-about-us-page.html?cid=em01013week41
