Sometimes a history
page might seem like an antiquated idea, a curious stop for the ambling browser,
but strong stories, even those in business, should be shared in order to boost
credibility.
Past success: Some companies use the About section to parade past success stories.
These range from minor blurbs to full-blown case studies, from a few one-sentence
write-ups to a self-congratulating customer list. We??™ll discuss these more in
Chapter 8.
Philosophy: As cheesy as it sounds, some companies build a reputation on their
philosophy toward business. For some, it??™s simple: ???Make good stuff, sell at good
price.??? For others, it runs deeper, and involves a commitment to customer satisfaction,
using only the best ingredients, giving back to the community, hiring only the
smartest people available, and more. Many times, the company philosophy is
derived straight from the founder. L.L. Bean, a clothing and outdoor activity outfitter,
still carries its founder??™s original philosophy from 1912 right to its website, as
you can see in Figure 6-1.
Career opportunities: A company??™s website can be a powerful recruiting tool, so
most companies choose to list their current job openings right on the site.
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