Having a good About Us section facilitates this understanding. Clearly stating what you do helps customers understand your site as a whole. Of course, your overall site is what ultimately represents your organization to users. People look at product pages and read the site's content when they're evaluating an organization as a possible vendor, business partner, employer, investment, or (in the case of charities) donation recipient. Communication isn't restricted to About Us . But dedicating an area to providing users with facts about your organization and its history and values helps pull all of the site's content together.