Conveying that difference and giving people a reason to care about you more than your competition can make the difference between someone making a one-time purchase and forgetting who you are, to becoming a loyal brand advocate. Certainly, that’s a lot of weight to put on one website page, and it takes more than just one page to become a beloved brand (like having a good product and an actual mission, things no amount of content can cover up). But, they do help, and they’re great because they let you put that story front and center.