‘About us’ webpages can often feel a bit neglected — out-of-date information, corporate facts and figures that don’t matter to consumers, paragraphs of text which sound like they’ve been copied verbatim from an email from the CEO.

So when it came to writing Eurocamp’s equivalent page — Company History — I wanted to flip the focus back on the reader. I used the page as an opportunity to connect with readers, involve them in Eurocamp’s story, and cement Eurocamp’s brand identity.