These days, there are a countless number of ways for consumers to conduct research on a brand. But before social, review sites, and other online directories, a company’s About Us page was really the only digital space that provided insight into its mission and identity.
Mat Zucker, Partner at Prophet, analyzed the About Us pages of some of the world’s top companies and was surprised to find how many fail to deliver real value with the stories they tell there.
In this interview with Zucker, he shares some vital takeaways from his analysis of successful About Us pages. You’ll learn steps for clarifying your brand’s voice and communicating that identity to your audience in the most intentional way possible, using one of the most essential (and undervalued) components of your online presence.