“What makes us different? Our company is focused on people, our clients and our staff.”

Wow. That is different. I’ve never heard that before from anyone.

I just came across one of these “About Us” sections that could literally be any company in the world. But what makes this particularly strange is that this company actually did have some very good things to tout. They were named to two different magazines for the quality of their workplace environment…and yet, this valuable piece of info was buried many paragraphs down where it could be potentially missed.

Sometimes I think companies are reluctant to talk about their culture before they talk about their services because they think the potential client doesn’t care. Not necessarily. If I know your amazingly collaborative culture correlates to greater teamwork and focus that ultimately benefits your clients in the form of, say, greater customer service (and you can provide specific examples of this), there’s a benefit to that client.

Of course, in this particular instance, the “About Us” was front-loaded with blanding instead of branding. Every company has a point of difference. And you sure don’t want to leave the credibility behind that point of difference until paragraph 8 of your “About Us” section.

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