Whether users seek company information in aB2B (business–to–business)orB2C (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.

大多数网站都提供了一个关于我们部分那but the pages often do a poor job of clearly communicating the most important information about the organization. Additionally, many people now seek out company information not only from the关于我们部分那but also from third parties who might provide an honest, unbiased perspective about the organization.

Seeking About Us Content: Why and How

虽然大或着名的组织可能会思考关于我们部分of the site should have low priority, this information is important and accessed by many different types of users in a variety of scenarios:

  • 想要与商业伙伴进行互动并调查潜在供应商的专业人士
  • Medical professionals, lawyers, and tradespeople who need quick answers about your company, products, or services
  • 占用运动或新爱好的人,发现新的文学类型,音乐或家庭装饰,被诊断出患有一种新的疾病,开始吃新的食物,或者对他们从未处理过的组织感兴趣
  • 记者,影响者和内容创作者需要有关您的产品或服务的信息
  • 个人投资者读取关于贵公司的态度或看到它流出的股票指标。
  • 在申请之前,由您的机会吸引并希望了解组织的求职者

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. On their website, I looked at their mission, their client base, how they describe their products. I look at the vibe and feel. 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. The site itself is not going to sell me, but it’s a good start.”

她继续解释她主要在台式电脑上做过这种类型的研究。对于她感兴趣的公司,当她有一个问题时,她将在移动设备上访问该网站。事实上,我们研究中的大多数用户指出,他们通常试图了解桌面上的公司,而不是移动设备。

三轮研究和85项指南

To help designers understand the evolving behaviors and user preferences related to关于我们内容,我们进行了三轮研究,使用两种方法:expert design reviewsandqualitative usability testing。In total, we observed over 70 users, including business professionals, as they completed common tasks with关于我们内容on a variety of corporate websites. Studies primarily took place in the United States, with a few sessions in Hong Kong.

我们在三项研究中,我们测试了100个网站并审查了另外65个网站。The result is 85 guidelines for designing关于我们内容帮助用户轻松查找并理解您的公司信息。指南包括提高可用性的方法关于我们部分和其他企业网站领域,将贵公司的形象加强并最大限度地发挥其声誉,同时获得利益和信任。

We tested sites in 5 different categories, based on organization size:

  • 大公司那如Zappos, General Electric, Citigroup, Eli Lilly, Chevron, and Nestlé
  • Medium-sized companies,如Logmein,Cintas,Slack和团队工业服务
  • 小公司,例如奥斯卡保险,免疫原,罕见的货物,oneCall和Squarespace
  • Government agencies,例如美国住房和城市发展部(HUD),内政部,联邦贸易委员会和小型企业管理部
  • 非营利组织那如American Refugee Committee, Make-A-Wish Foundation, St. Jude's Children's Research Hospital, and Charity Water

Our most recent study included 20 users. Participants’ occupations ranged from financial analysts and realtors to city clerks and nurses. People working in technology or tangential fields were screened out to avoid bias. All participants had at least 2 years of experience using the web for decision-making tasks related to their jobs. Their ages ranged from 24 to 65.

Users attempted to learn the organizations’ purposes, where companies were located, their missions, values, and history, as well as how to contact them. Each user was given a unique, open-ended task to attempt on two different websites, specified by the facilitator. After attempting the open-ended task, users were provided with 8 directed tasks to attempt on each site. At the end of each testing session, users provided feedback about the most important factors that impacted their perception of an organization. Most sites were tested on desktop computers; a small portion were tested on mobile.

Consistent with our previous studies, users appreciated关于我们内容很容易找到和理解。然而,最近的研究中的用户比过去更持怀疑态度。以有利的方式从人群中脱颖而出的组织使用帮助他们出现正宗和透明的策略。那些策略包括:

  • 评书
  • 使用现实摄影
  • 展示无偏见的评论
  • 提供多个渠道与公司的真实人员联系

关于我们in an Age of Transparency and Authenticity

Because we’ve studied关于我们内容超过十年,我们对评估公司网站设计周围的主要趋势有很强的基础。也许在我们最近一轮研究中出现的最值得注意的趋势是用户现在预计公司不仅在其网站上展示了高度的真实性和透明度,而且在每个人可能与组织都有可能拥有的互动中。超过以往,用户对公司持怀疑态度,并通过复杂的企业讲话,术语和股票摄影看右边。

人们赞成公司展示自己是以客户为中心的,人类和容易理解的公司。当企业提供承诺时,用户愿意写下他们发光的评论并推荐给朋友,同事和家庭。我们发现了reviews and recommendations from trusted peers are one of the most important criteria used when forming an impression about an organization.评论还影响了开展业务的决定或申请与特定组织的职位。

人们继续重视平原,易于理解的语言in关于我们部分。他们欣赏副本,使他们感到觉得他们与公司的人类有意和互利的谈话。我们的参与者喜欢看到真实员工和产品的照片,并寻找直接来自客户和员工的内容。内容诚实,直截了当说话的语气eased fears and skepticism, therefore making users more comfortable with sharing their personal information, reaching out to contact the company, applying for a job, or initiating business with the organization.

What Does Transparency and Authenticity Look Like?

使组织出现透明和真实的元素可以以许多不同的方式表现出来。最有影响力的是社会责任领域,如Diversity and InclusionSustainability文化那andMission and Values

例如,Zappos'关于我们部分包括一个叫子类别Zappos for Good那where it outlined the company’s position on important social topics such as environmental sustainability and giving back to less-fortunate people.

Zappos'的好的页面展示了透明度和真实性。
ZAPPOS的内容良好肯定了组织对重要的社会主题的立场,使其看起来是真实和透明的。

Zappos’ main关于我们page also featured elements that contributed to the authentic image of the organization. Across both of these main-site pages, the authenticity of the company was displayed in many ways, such as:

  • 现实摄影
  • 视频that felt compassionate and genuine to users
  • Stories about its business model, policies, and working at the company
  • 使用纯语言易于理解的头条新闻和副本
  • Highlighting of community efforts

所有这些都表明,Zappos花了时间来思考,清楚地,并创造性地向网站访问者解释其价值观。这种方法是厌倦了解公司网站的用户倾向于公司讲话和股票摄影。

Zappos关于我们页面
Zappos文化中的现实描写关于我们章节使公司出现正宗和透明,而不是公司和闷热。

We also observed elements which demonstrated transparency and authenticity on a few of the government-agency websites that we tested. For example, on the Small Business Administration’s website,官员包括他们的社交媒体用户名,作为其联系的手段。从用户的角度来看,这证明了真实性和透明度,因为它表明官员没有隐藏在社交媒体上,并且他们想与这些渠道的人员谈话。这个透明度显示empathy并愿意在他们已经在线的地方见面,而不是对互动的僵化过程决定。

SBA About us page includes social media names for officials.
Leaders from the Small Business Administration encouraged users to follow and communicate with them on social media channels

Beyond the About Us Section

用户并不总是信任公司网站所说的和怀疑论往往驱使人们超越关于我们部分根据其他人的评级和评论,他们认为他们认为对企业的更准确的感知。

在我们的研究中,用户转向社交媒体渠道,如Facebook,Twitter,Instagram,YouTube和LinkedIn,看看其他人对公司的经历。许多人也依赖于用户评论,例如Google评论,yelp和Glassdoor等网站,以获得他们正在研究的组织的更现实的画面。

虽然一些网站在他们的推荐关于我们部分,用户仍然是公司是否策划审查以显示最有利的人。尽管这种愤世嫉俗,users still read the testimonials and often compared the information they found on corporate sites with what they discovered on the third-party review sites.由于这种用户行为,我们建议在公司网站上包括诚实和平衡的推荐,以及交叉引用其他评论网站;用户将在对您公司构成意见时考虑所有信息来源。

在搜索引擎结果中查找答案

If they were pressed for time, users didn’t even navigate to a company’s关于我们部分if they could find answers to their questions from the metadata or rich-answer boxes found onsearch-engine–results pages。Additionally, people relied on search engines when they were unable to quickly find the information they needed in the关于我们部分s of corporate websites.

当用户无法在公司网站上找到答案或信息时,他们经常放弃并说,“此时,我只是谷歌它。”几家用户还表示他们更喜欢使用搜索引擎来查找问题的快速答案而不是去公司网站。他们经常给出搜索引擎的信誉,即使显示的信息直接来自公司网站。

Because users seek information from external sources, companies must align their content on all their communication channels. Users expect organizations to tell aconsistent and cohesive关于我们story。Also,make sure that metadata and contact information published on third-party sites are accurate and up-to-date当用户依赖于这些来源时,在形成感知和启动互动时依赖于这些来源。

User Satisfaction: Contributing and Detracting Factors

虽然今天的网站在支持人们的任务方面越来越好,但标准远远高于过去的标准,而且组织必须努力满足用户。

The main factors thatnegatively impacteduser satisfaction with关于我们内容were:

  • Complex and overwhelmingnavigation
  • 难以找到关键信息(例如公司所做的和联系方式)
  • 内容that lacked substance
  • Stock photography
  • Walls of text and insufficient use of white space
  • 繁忙和凌乱的界面
  • 字体尺寸,颜色和对比度不佳,证明低考虑因素accessibility
  • Lack of trust and security indicators
  • 积极的销售策略(例如,促销,横幅广告,咄咄逼人)
  • Layouts that were not mobile friendly

The main factors that积极影响用户满意度是:

  • Clean graphic designs that complimented the content and were consistent with the company’s image
  • Authentic, realistic imagery
  • Simple layouts and a consistent navigational structure across desktop and mobile
  • 易于查找的联系信息包含多种选项 - 电话号码,物理地址,电子邮件地址和聊天
  • Clearly outlined community and social efforts, interest in diversity, inclusion, and environmental sustainability
  • Endorsements from reputable, external sources
  • 看似好的产品和服务

同情用户怀疑主义

An influx of online scams, data breaches, and negative experiences contributed to users’ increasing skepticism about businesses and their关于我们内容。In addition, hearing about other people’s bad experiences on social media, in the news, or via word of mouth heightened fear among users.

电子商务网站,事务网站和在线服务网站需要强大关于我们部分那because users often wonder who’s behind a business, how it’s funded, and whether it’s credible. Here are some common questions that users have and that need to be answered in the关于我们部分:

  • 如果我从电子商务网站订购,我可以相信公司运送包裹吗?
  • 如果产品到达条件差,该公司是否会接受退货?
  • 如果我在网站上注册,它会将我的个人信息销售给任何可以支付的人,从而使我暴露于无尽的垃圾邮件?
  • If Idonate to this nonprofit那how much of my donation will go to administrative fees versus supporting the cause?

由于最近的数据泄露,用户也对网上的个人信息敏感。They fear their data might be shared, compromised, or that their privacy could be violated. In our most recent study, several users were cautious with their email addresses — they thought if an organization had their email, the company would abuse it and spam them with unwanted messages.

With the increased scrutiny companies now face from users, we wondered if this had any impact on users’ preferences for working with small or large businesses. As is too often in the field of user experience, the answer is: it depends. In general, users felt that they would get better convenience, prices, and overall support from big companies than from small ones. They feared that small businesses will have higher prices and lower reliability than large companies. At the same time, many participants were skeptical of large businesses and felt these would be less honest and helpful than small companies.

一个用户说,“我没有(大小)的偏好,but if I had to pick, I’d choose a small business over a large one. I like having direct contact with a person and sometimes, it’s harder to work with larger companies. I like to support small businesses; it’s easier to get things done when working with a smaller company, in general. Bureaucracy elongates things.”

The key takeaway here is that both large and small companies have an opportunity to show users that these assumptions are wrong. Be thorough and diligent in the关于我们部分of your website to address these legitimate user concerns.

The Rise of Reviews

In the 20 sessions we conducted during this round of research, the word reviews was used over 40 times.It’s important for companies to monitor what’s being said about them on review sites. Doing so will ensure the company can either address the issues in its corporate site content or use the feedback to improve.

For example, one user said, “I would do a Google search for the company name to learn more about them. I’d target sites that do company reviews and give info about the company, as well as its competitors. Google would give me that site along with others. It’s validation for what they’re [the company] saying about themselves. I’ll be on the lookout for adverse stuff as well; I look for consistency and trends."

另一个说:“我非常持怀疑态度;我不会看网站。我会看看博客和审查网站;这些是我的第一个地方。我被烧毁了,独自的网站不会让我造成这种情况。我要去谷歌那个公司寻求评论,看看那里有什么。你现在可以去的各种地方。“

This reliance on reviews means that companies also have an opportunity to set themselves apart by including authentic review content in their关于我们部分。虽然用户可能仍可能使用搜索引擎来形成最终意见,但至少浮出水面的默多默认评论显示,您没有任何隐藏的东西,并且您希望人们从真正的客户那里获得完整的故事。

结构化和标签关于我们内容

We recommend that sites always include at least a main关于我们页面,但根据您拥有的内容数量,您的用户信息需求,组织的大小和任期,您可以决定在下面包含子类别页面关于我们

我们建议提供关于我们information at 4 levels of detail:

  1. Tagline on homepage:一些词语或简短的句子总结了组织的所作所为
  2. 概述关于我们page:1-2,主要的,扫描段落在主要的顶部关于我们page, that offer a bit more detail about the organization’s goals and main accomplishments
  3. Subcategory pages under关于我们Including detailed information on subcategory pages can give users answers to their questions when they want to learn even more about your company. Examples of appropriate subcategory pages that could live underneath the main关于我们category includeMission and Values公司历史领导和团队Investor关系News职业生涯Environmental Sustainability那andDiversity and Inclusion。对于较小的站点和组织,子类别内容可以直接居住关于我们页面,而不是被分解为单个页面。在任何一种情况下,如果您的组织在我们提到的任何子类别页面上放置了高度的重点,那么这些子类别应该可以从主导航中的链接轻松找到(而不是只是在下面的子类别关于我们)。这经常发生在诸如News投资者关系那or职业生涯to name a few.
  4. 关于我们links in the footer:Users heavily relied on thefooteras a fallback. Anytime people couldn’t find the information they needed from the main navigation, they immediately scrolled down to the footer to find it.

此外,重要的是重申大多数用户遗嘱的先前研究rarely click on obscurely named links公司的治理。人们don’t understand jargon terms and struggle to decipher meaning from unclear link names. Use显式链接标签;它们帮助所有用户导航,即使是均匀的繁重sophisticated users那如investors or business journalists.

解释你的组织的所作所为

您的网站是否包含单个关于我们page or an entire关于我们部分那you must provide a clear explanation of what your company does.尽管这听起来很明显,for many organizations it’s quite difficult to do. We saw journalists, investors, and general web users baffled by numerous websites and unable to figure out what the organization did. Too often, companies erroneously assume that people understand their business and neglect to concisely state their purpose or how they differ from competitors. Usually, a single phrase or a concise paragraph will do the trick.

有些组织故意将此内容复杂化,以保持对许多不同类型的业务合作伙伴关系。在其他情况下,内部内容创建者假设副本描述了业务的作用,而是对外部用户来说,它没有任何意义。无论原因,如果你的关于我们内容is vague, jargon-laden, or difficult to understand, work with stakeholders to define the company’s purpose and clearly identify differentiators. Do competitive analysis and market research before crafting your messaging, and test out different descriptions with real users, to find out which ones make sense to your target audience.

In any conversation, saying who you are and what you do demonstrates good manners.解释您所做的,贵公司的起源,您如何查看业务以及如何与社区相关。From our earliest usability studies to now, we’ve seen that users like getting a sense of the company behind the website and good关于我们内容helps facilitate this conversation.

Full Report

The new edition of our report on提出有关公司网站的公司信息关于我们Sections85可操作的UX设计指南is now available for download.