About Us is the most important

I was looking at the web stats of a company website the other day. The company is relatively small and provides services to businesses. And the thing that struck me right away is that the most popular pages were the About Us pages.

This made me realize that when I look at other company websites, I instinctively go straight to the About Us pages instead of the products and services pages. If I'm on their website, it's more than likely that I already know what they do. And if I don't, then all I need is a quick scan of the homepage. I'm really much more interested in seeing the management team, the board of directors, the investors, and maybe some history in order to understand the company. Only after I get a sense of who's involved do I consider actually reading about their services or products. I have a feeling that this is becoming the norm.