I've seen lots of businesses that haven't filled out much of it and maybe have some cute line instead of actual information. I've also seen totally wrong information in the wrong spot - like directions in the "About" section or an "About" message in the directions.
It may not seem like a big deal to you but it is for two main reasons.
- When people land on your page they need to know right away what your business is about and what you offer. So, that little short line that shows on the front page is very important. I have gone to business Facebook pages that just say something like "We Rock" or something like that and that's all. It just makes me click away.
- The "About" section is fully indexed by search engines! That's right, so it's just another free SEO tool to help people find you. Use this section wisely. Make sure the key words your people are looking for are in the About section - but don't pack it. Just fill it out completely and let people know what you're about. If you fill it - they will come.