Presenting Company Information on Corporate Websites and in About Us Sections

2nd Edition

Report PDF cover image

People visit the About Us section of a website to understand the company’s purpose and mission, and decide whether to trust the organization. Our studies show that companies are missing critical opportunities to connect with visitors through their websites.

This 253-page report presents 70 design guidelines based on our usability research. Discussions and 209 screenshot illustrations supplement our findings.

Topics covered

  • Description of user behaviors on corporate sites so that you can adapt your design to match user expectations
  • Trends in About Us usability
  • Overviews: Providing key context
  • Reasons for explaining yourself
  • Connecting to users
  • Brands influence perception
    • Well–known brands
    • Lesser–known brands
  • Checklist of 70 design recommendations for improving the About Us areas of websites
    • First impressions: The first 30 seconds
    • Company information
    • History and timelines
    • Business philosophy
    • Executive members
    • Social responsibility
    • Awards and recognition
    • Contact information
    • Customer service
    • Non-profit and charitable organizations
    • Graphics and multimedia
    • Usability basics
  • Methodology

What’s new in the 2nd Edition?

This 2nd edition contains additional recommendations, increasing from 50 to 70 guidelines, with an expanded section on featuring videos on About Us pages.

Research method

The information in this report is based on usability studies. Representative users tested 63 websites selected to cover a range of organizations, including large, medium, and small-sized companies as well as non-profit organizations and government agencies.


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Purchase a group license if the report or video will be used by multiple people within your organization.

Customers who choose a group license are authorized to post the report or video on internal file servers or intranets and make it available to others within the organization. The group license does not grant permission to make the report/video available to people not employed by your organization, the general public, or to post it to a publicly accessible website or file server. Group License Terms

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