Writing tips: Forget the company history

If you're writing an about page on a 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 is 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 or where your company started.

Too many about pages begin 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.

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 regard the history as more important than the valuable information potential customers search for.

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