I read a great article recently in Entrepreneur magazine called "How to Become Your Company's Storyteller" The main idea behind the article was all about creating a great and compelling story in order to connect with your audience (customers, prospects, etc.). At our core, we like to do business with people who are LIKE us. It's just common sense - when there's a connection, it's easier to communicate with someone. If you meet someone who went to the same college or has kids the same age, or whatever that similarity may be, there's an automatic "ahhh" feeling - like, "Okay, cool. I can talk with this guy 'cause we have something in common."
The same is true for your company story. You need to connect with your audience by giving them something they can relate to - better yet, something that inspires them...the underdog story, the come-from-behind story. Now THOSE stories really connect. We all have a secret place in our hearts for the underdog, don't we? So, sharing your company story through your website (whether it's on the About Us page or right up front on the home page) offers you a competitive advantage...IF you tell a good story!
That story should include three main elements (adapted from A Million Miles in a Thousand Years, by Donald Miller). Those three elements are: 1) A character 2) who wants something and 3) overcomes conflict to get it. People love a great story - and these three pieces are included in almost EVERY good story - from books to movies to real life! If you can tell your story in such a way that it includes these three components and keeps the "connection with the customer" in mind, it can make all the difference.