Some organizations are so focused on selling that their “About Us” section is just a recapitulation of points they’ve made elsewhere on their sites. That comes across as hollow and a touch defensive, like a politician who just repeats a campaign message regardless of the question being asked.
Writing Tip: Take The Goldilocks Approach To Organizing Complex Information
Writers, marketing directors and anyone else with a stake in a website to know what options exist to make complex information easier to grasp.