The result is 85 guidelines for designing About Us content to help users easily find and understand your company information. Studies primarily took place in the United States, with a few sessions in Hong Kong.Īcross the three studies, we tested 100 websites and reviewed an additional 65 sites. In total, we observed over 70 users, including business professionals, as they completed common tasks with About Us content on a variety of corporate websites. To help designers understand the evolving behaviors and user preferences related to About Us content, we conducted three rounds of research, using two methodologies: expert design reviews and qualitative usability testing. Three Rounds of Research and 85 Guidelines
In fact, the majority of users in our study stated that they usually try to learn about companies on desktop, rather than on mobile. For the companies she was interested in, when she had a question on the go, she would access the site on her mobile device. She went on to explain that she did this type of research primarily on a desktop computer. The site itself is not going to sell me, but it’s a good start.” If you hire a high-school kid to do your site, I can tell and I don’t want to work for a company like that. On their website, I looked at their mission, their client base, how they describe their products. When asked to describe the last time she looked up company information on a website, one user seeking a new job said, “I was being recruited and was just looking into the company as a potential one to work for. Job seekers who were attracted by one of your opportunities and want to learn about the organization before applying.Individual investors who read something positive about your company or saw it pop out of a page of stock metrics.Journalists, influencers, and content creators who need information about your products or services.People who take up sports or new hobbies, discover a new genre of literature, music, or home décor, are diagnosed with a new disease, start eating a new type of food, or otherwise become interested in organizations they’ve never dealt with before.Medical professionals, lawyers, and tradespeople who need quick answers about your company, products, or services.Professionals who want to interact with business partners and investigate potential vendors.Though big or famous organizations may think the About Us section of the site should have low priority, this information is important and accessed by many different types of users in a variety of scenarios: Additionally, many people now seek out company information not only from the About Us section, but also from third parties who might provide an honest, unbiased perspective about the organization. Most sites offer an About Us section, but the pages often do a poor job of clearly communicating the most important information about the organization. Whether users seek company information in a B2B (business–to–business) or B2C (business–to–consumer) context, effectively explaining a company’s purpose and what it stands for is important for users and helps the business maintain its reputation.
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