Nikki Gilliland says, “For the past year, About.com has been slowly rolling out new sites under the verticals of health, finance, technology and – with its latest title ‘The Spruce’ – home and décor.

It is evidence of About.com’s ongoing evolution from a home-interest website to a collection of premium brands, which will eventually see the brand ditch its name for something entirely new.

So, what’s behind the change? Here’s a bit more on the story, as well as why the move has so far proved successful.

New sites for a new user experience

About.com first launched in 1996 as a website featuring expert advice and information on a wide range of topics. While the formula proved to be successful for a number of years, the brand was reportedly floundering in the face of competing lifestyle publishers.

Now separating its content into separate verticals, it is aiming to combine the authority of the former site with a more accessible and simple design. In other words, each site is designed to offer a user experience that complements the topic”.

About.com rebrands with new standalone sites to target different interests

EConsultancy

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