What Athena changed

• Added a new "Specialists" category to the main navigation and footer.
• Launched dedicated pages for Bookkeeping Assistants and Marketing Assistants.
• Removed the "How well do you delegate?" assessment link from the primary navigation menu.
• Updated several page headers from H1 to H2 tags for SEO or formatting consistency.
• Added trailing slashes to several signup and matching URLs.

Athena is moving beyond general executive assistance into specialized business functions. This suggests they are trying to capture more budget from departments like Finance and Marketing, rather than just serving individual executives.

• Removed the cookie consent banner and privacy disclosure text from the top of the page.
• Updated all "Find your EA match" and role-specific call-to-action buttons to remove the trailing slash from the destination URL (/signup-match/ became /signup-match).
• Applied this URL change across all sections, including the header, role selection, and footer.

The removal of the cookie banner and the cleanup of URL structures (removing trailing slashes) suggests a technical optimization of the conversion funnel. This may be part of a broader effort to improve page speed or tracking accuracy for their lead generation forms.

• Added specific mention of SOC 2 Type II certification and independent audits to the security section.
• Added an "About us" link to the website footer.
• Updated the footer to include direct links for Terms and Privacy Policy.

Athena is moving upmarket to attract larger companies. By getting a SOC 2 Type II certification, they can now pass the strict security reviews required by big corporations and legal teams.