“About Us” Doesn’t Have to be All “Ugh.”
http://blog.braintraffic.com/2009/05/about-us-doesnt-have-to-be-all-ugh/

Vollenweider, Julie
Brain Traffic
2009

Abstract:

No matter how beautifully designed, if a site’s voice doesn’t ring true, it’s easy to spot an “ugh.” Rather than using this section of a site like a congratulatory press release, consider approaching “About Us” like a magazine’s Editor Letter.