The bulk of any company
website should be focused on marketing products and services and driving relationships
with customers, but most people seeking to do business with you are going to do their
homework and read your About pages so they can understand the philosophy and personality
of the business they are about to give their money to. Because of this, maintaining
a strong, accurate statement about your company is important. This is where public relations
intersects with marketing.
These days, almost all websites have at least one page about the company. Even
e-commerce domains contain a small About Us link with some fundamental information
about the vendor. Some businesses that cannot feasibly sell their product online and
require human interaction to conduct a transaction (like a law firm or enterprise-level
software purchase) rely heavily on the About section to help build their case as a reputable
company. In these instances, profiling corporate principals, well-known customers,
previous successes, and more can heavily influence whether a person browsing your site
for information makes that critical step toward contacting you.
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