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1. Organizational Profile

The profile describes who you are and what you do. It might include a description of the team behind the Web site, a brief history of the company, an overview of products and services, and a mission statement that communicates your UP-FRONT VALUE PROPOSITION (C2). However, the profile should be written from a customer-centered perspective. You may know what your company does, but visitors might not (see Figure E5.2). For example, if you're a law firm, it makes sense to identify the general types of law you practice. If you're a consulting firm, it makes sense to list your strengths and specialties.

Figure E5.2. Craigslist has a simple, down-to-earth About Us page. The “mission” section describes the values and history of the site. The “press” section has links to where the site is mentioned in mainstream media, as well as a public relations kit for journalists. The “using the site” section describes what is acceptable behavior in the community forums. The “team” section describes the people behind the site and includes a charming minibiography about the founder by his mother.

(www.craigslist.org, February 14, 2002)



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