Just today I was having a meeting with a client and he happened to comment on the fact that his customers liked the fact the he and his partner both had engineering and business degrees. This may not seem like an important detail to some people, but this particular client owns a construction business. It seems as though his customers are coming across the typical “man in the van” construction workers. These types are the ones that give construction companies a bad image; they are not reliable, show up late, find ways to add cost after the initial bid and drag projects out past the completion dates. By pointing out their advanced degrees and professional attitudes in regards to the way they deal with clients on their About Us page it them on another level above their competitors. I recalled this article that I had filed away and just had to reference it to remind everyone of just how important good copy is throughout your website.