Here is a checklist you can hold against your agency’s ‘about us’ section. Don't worry, it is equal parts 'do' and 'don't'.
Make sure you weed out examples of the latter and add in some of the former and your copy should improve. This list is solely about the content of your copywriting, the words you choose, not the formatting or style.
If you wonder why I’m qualified to create such a checklist, I can only cite my personal and professional interests in writing. I haven’t worked for many clients or won any awards but I have doggedly scrolled through many agency websites.
I must say that my favourite, in the end, was e3, which forgoes an 'about us' section altogether, opting instead for a little piece of copy on the homepage.
However, there are lots of great 'about us' pages out there, and even some of the 'don'ts' I have gathered work well in context. That means having a great copywriter on your team is essential.
Aside from this checklist, other resources worth looking at include my post on building a personal brand, and Chris Lake’s oldie-but-goodie, the A-Z of online copywriting.
PR and marketing agencies don't have it easy. This crowded B2B market means agencies have to crow loudest, longest and with most meaning.
This is a simple little post marking a few things I've liked looking at on agency websites, and some things I haven't. There's likely a whole host of posts to write on copy alone, web design alone, and content alone, but this is just a snippet to start.
I would be very glad to hear pet hates about agency websites in the comments below (keep it friendly:-).
All websites should have an ‘about’ page, containing information on the company’s history, news and people. Some firms create a dedicated area to display team members, and I’ve spotted a few that are doing this remarkably well.
These pages are clean, creative and compelling. Some of them prove beyond doubt that a clever idea doesn't mean that you need to use sluggish technology.
The first example is genius…