Owning a company that has been in business for more than a generation is an accomplishment, and should be a source of pride. But that doesn’t mean is belongs on your home page. Online Content Producers and Brandtailers recently had the opportunity to speak to the Family Business Council at the Mihaylo College of Business and Economics at Cal State Fullerton. The attendees represented a variety of B2B and B2C companies including Kellogg Garden Supply, Fairmont Private Schools, and Principal Technical Services. Our mission was to teach the group about digital marketing – that is as much of the behemoth topic as you can squeeze into 90 minutes.

In reviewing the websites of the member companies, many of the home pages featured the history of the company and photos of its founders. While it can be argued that being a long-standing,  family-owned business is a competitive edge, it is not why the customer is seeking you out online. Keywords tied to the brand and what your company’s products or services unique from the competition should take precedent over the company history. Be sure your site has the right content to pull up well in search. Once you have attention you can tell your story. Have you reviewed the content on your website lately? Times have changed, search has made sure of that.