Analysis: the "About us" page as a genre
The genre has a stable structure, almost independent of the company. We take it apart and see what remains when the mandatory parts go.
SubjectThe corporate "About us" page as a genre
The structure of the genre
- A statement about the founding year and the journey.
- Three or four values phrased so that nobody could disagree.
- Numbers: projects, clients, years, countries.
- A team photo, or its absence used as a device.
Interpretation
Each element on its own makes sense. Together they form a text that reads as compliance with a requirement rather than a statement.
Why the numbers do not work
Unverified
"100+ projects" is a typical claim the reader cannot verify and does not verify. We do not call such numbers lies; we say they carry no information.
A verifiable number looks different: it is given together with the counting method and the period. If the method cannot be named, the number adds nothing.
What remains when the mandatory parts go
Three things remain that cannot be written for another company: what the studio actually does, how it makes decisions, and what it refuses to do. The last one is almost never written.
Editorial conclusion
An about page works when it contains a refusal. Agreeing with everything good at once is not a position but its absence.
About the author
QVORIX editorial
Collective author of the studio