No-one cares when or where your company started.

If you’re writing a website about page, compiling a brochure or 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 link to the information on another web page or place it at the bottom of the printed page.

Whatever you do, don’t start anything written for customers with a history lecture.

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 company history bore readers, it sends a message that you are self-obsessed, maybe vain, possibly even narcissistic. This doesn’t help your business.

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

This rule doesn’t apply if you are selling history, say you run a café in a historic building. In that case, history is central to your marketing.

Otherwise, focus on the here and now. Emphasis the things that will be important to customers.

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