Some organizations are so focused on selling that their “About Us” section is just a recapitulation of points they’ve made elsewhere on their sites. That comes across as hollow and a touch defensive, like a politician who just repeats a campaign message regardless of the question being asked.
A great tagline is as rare as a grand slam in the bottom of the 9th, your team down by 3 runs, 2 strikes on the batter. Great when it happens, but unlikely.
If you already have all the postal abbreviations memorized, the two-letter postal code system may not cause any confusion. But do all your readers have those distinctions nailed down? That’s why I’d recommend going with the AP Style for state abbreviations as part of your company’s stylebook – with exceptions.
Almost all employees have to write emails as part of their jobs. Maybe a writer has shown an ability to write a strong email subject line. Build on that strength and show them how to write a good headline for a piece used on the company’s website.
Writers, marketing directors and anyone else with a stake in a website to know what options exist to make complex information easier to grasp.