![]() The vast majority of companies we looked at still have their work cut out for them, but through our research, we found a few brands that may have the blueprint for success. I teamed up with my colleague Jesse Guzman, Prophet’s digital strategist, as we analyzed more than 100 About Us pages from a variety of sources including the Fortune 500®, Forbes Best Places to Work, and our own Prophet Brand Relevance Index®. That’s a missed content opportunity for too many brands.Īs the content strategy leader at Prophet, I wanted to investigate what the biggest players were doing with their company pages to see if there were any patterns or tactics that could help marketers create value. The ‘About Us’ page, usually one click away, is the second date, where visitors can understand more about a brand’s mission and purpose, which customers, prospects, employees, job-seekers, investors, and the press all crave.īut while homepage design and copy are labored over and always on display, About Us pages seem to be both under-appreciated and under-leveraged. Your homepage makes the first impression, signaling what’s new and important about your company. The internet has come a long way since then, but websites are still essential homes for brands. And, get this, the town even got dark at night. ![]() ![]() There was even a big green athletic field, a space where customers could “Treat Yourself Well”-timed to promote the debut of Snackwell’s. The town hall housed corporate communications and human resources updates, a museum explained Nabisco’s storied history, and a test kitchen stored recipes. For the creative concept, we decided to turn the digital experience into a virtual town you could explore. One of my earliest assignments was for Nabisco, which became one of the first brands to launch a corporate web site. I’ve been writing website copy since I started out at FCB in 1994.
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