![]() At a glance people get an impression of the company culture and the people running the business. DO Citrix: The images on this Executives overview page literally show the faces behind the organization. If users have a bad first impression, the negative feelings extend to the rest of the site. If users have a good first impression, the positive feelings permeate to other parts of the site. People tend to make hasty judgments about organizations based on limited information. Halo Effect impacts how people gauge websites, even if the assessment is flawed. You might find specifics underneath Discover more, but why make users jump such hurdles? DON’T TevaPharm: The summaries on this Company Profile page are generic and don’t give clarity on how they’re unique. Nice overviews like these minimize the effort required of users to learn about you. The page contains facts for each business featured (e.g., pharmaceuticals, vaccines). DO GSK: This overview answers the questions and is formatted well for ease of reading. If your site visitors are potential donors, journalists, or clients, leaving such a negaive impression is detrimental to your business and brand. Conversely, users regard sites that bury critical information underneath complex layers as being evasive or ineffective. Users perceive sites that answer their questions quickly as being transparent and efficient. The manner in which information is communicated on websites influences people’s perception of your organization. When the tagline could equally well describe thousands of other companies, you know you’re in trouble. The sheer number of links puts the onus on the users to determine which door to open. DON'T CSC: Can you guess from page that this company offers cloud-computing services? This About page feels unfriendly without an introduction. The writing style is clear and hype-free, making the organization sound friendly and credible. DO Chipotle: This summary tells a compelling story of who the company is and how they differ from other fast-food chains. People who trust you are much more open to engage with you. Answering the questions at the right time feels conversational and can be persuasive in garnering trust. They are looking for clues to determine whether or not to like you. People who research organizations are sensitive to credibility factors. Better to start the conversation by providing the highlights on this page. This page acts as a wall that deters people from wanting to go further. DON’T Abbott: This About page has very low content density and forces users to drill deeper before they can learn about the company. Steer clear of hollow phrases like “revolutionary” - at best, they tend to confuse users at worst, they make them mistrust the site. While this page holds promise, the content could be improved by replacing the marketing jargon with concrete facts that people care about. DO AbbVie: This About Us page provides a nice company overview, including Fast Facts to give site visitors a reasonable company snapshot. Examples of Dos and Don’tsīelow are examples of what you should practice and what you should avoid. Forcing people to work hard (even if it’s to click on a link to one level down) to receive an introduction is bad manners and reflects poorly on your organization. Summaries are appealing because they provide context and reduce the amount of effort required to click through layers of content. In many cases, what new users need most are great highlights written in a scannable format. Ask yourself, “If users only skim the top pages in About Us, are they getting a coherent story?” As people click through the main pages they should gain a fuller understanding of who you are, what you do, and why you exist. At a minimum, write brief summaries emphasizing a few impressive facts. Start telling your story the moment people land on your site. People are more inclined to engage further once they’ve determined you’re worth the effort. Make sure that your site passes the first impressions test by answering top questions succinctly. In usability studies, we observe people peeking at top-level pages for answers to foundational questions. If you can do only one thing, what should it be? The answer: Provide key information on major About Us pages. However, in this article, I focus on one major guideline to increase perceptions of transparency and improve your relationship with users. About us page how to#The One Thing You Should Doīased on several studies, we’ve generated numerous guidelines on how to present company information on corporate websites and in the About Us sections to increase trust and transparency. How can you make people trust you more than they would trust an equally good-looking set of pixels on another site? Be a good storyteller. Even large organizations exist only as words and images within a browser window. ![]()
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