Business writing tips: Forget the company history

If you’re writing an ‘about’ page on your web site, compiling a brochure or putting the finishing touches to a business proposal don’t fall into the trap of adding a lengthy company history.

It’s best to avoid histories altogether. If you must have one, keep it short and either stick it at the bottom of the printed page or link to the information on another web page. Certainly don’t start the page with a history lecture.

Hardly anyone cares when your company started or the location of your first premises.

Too many ‘About’ pages start with something like: “In 1997, three clever guys had the idea of forming a widget business and set up shop at 101 Boring Street, Dullsville, Arizona”. Yawn.

Not only does a company history bore readers, it sends a message that you are self-obsessed, maybe vain, possibly even narcissistic.

What’s worse, Google and other search engines will pick up on this information – particularly if it is near the top of your company ‘about’ page – and the history will take precedence over the more valuable information your customers will be searching for.

This rule doesn’t apply if you are selling history. For example, if you run a cafe in a historic building.