In our recent usability research with corporate websites, we found that companies that make a concerted effort to give back to society and their communities are perceived as more benevolent and responsible than companies that don’t. Users like to see when organizations care about people and the environment; it influences their decision-making and elicits good feelings about doing business with or working for those companies.
While this general theme came as no surprise, users did have specific expectations for how and where companies should communicate about their positive social impact (also referred to as corporate social responsibility, though not as user-friendly of a term). If your organization prioritizes giving back to society, the environment, and the community, pay attention to these five details in order to effectively communicate about social good on your corporate website.
1. When giving back is a major part of your corporate identity, devote an entire navigational category to the topic, if your information architecture allows. Otherwise, it’s appropriate to house this information in the About Us section. For example, Wells Fargo did a nice job of outlining their community efforts by featuring an entire subcategory entitled Corporate Social Responsibility under its About Us section. Here, users could find a wealth of information about Wells Fargo’s focus in the community, stories of sustainability, and its commitment to social efforts.
Sempra Energy also did a nice job of providing users with a complete overview of their social and community efforts. When users encountered this dedicated section of the site, they were impressed and eager to learn more about how the organization gave back to society and the community.
Users in our study expected to find this type of information not only in the About Us section of a corporate website, but also sprinkled throughout the Careers section, in content about company culture, and recent news. Because of this finding, we recommend including a brief snapshot of your social and community efforts on your homepage, on the About Us landing page, and also on Careers and News pages. From these contextually relevant areas, include a link to all of your content related to social and community involvement, so people can see the full picture of your emphasis in these positive areas.
Timberland’s favorable involvement in social and environmental issues made one user to want to work there and buy from the company. The person said,
“They have been around for a long time. ... They have community involvement — recognition and awards. I didn’t know they cared about the environment before. I think that’s great. That makes me like them even more. I had no idea they did all of this stuff; knowing this makes me even more apt to work there or buy something from them.”
2. Include information about how your company emphasizes environmental protection and sustainability on your corporate website. A topic that garnered increased attention from users in this round of corporate website research was that of environmental protection and sustainability. People wanted to know that companies cared about the environment and that they were taking the necessary measures to protect it. Include this information on your corporate website since, for some users, it can be a deciding factor in terms of whether to do business with an organization. Companies who share the same values with users and contribute favorably to related causes have seen business gains in terms of revenue, loyalty, and perception as a result of taking a stance.
For example, one user on Manulife’s website said,
“They’re looking at green efforts, and it appears they have an emphasis on certain environmental factors. A lot of companies say these things, but it’s good that they’re trying.”
Due to heightened user skepticism, companies must do more than just say that they care about the environment; they must provide thorough content to corroborate this statement. Users appreciated seeing detailed information about organizational efforts and reports that specifically outlined exactly how the company tracked success against sustainability goals. A user on Alcoa’s website was impressed by the amount of detailed information it included about their sustainability efforts.
“I’m seeing more and more about sustainability from these companies; it’s good to see their plan. We have to learn over time to see if it’s for real or a sales pitch. It looks like they care about sustainability and reducing emissions, usage of water, decreasing waste. They have a big focus on environment and health and safety aspects. They know the business they’re in has a footprint but it looks like they’re trying to make it better.”
Another user on MacGray’s website appreciated that the corporation was putting money back into protecting the environment. She said,
“They are more about protecting the environment. They invest in technology that reduces impact, reuse, and recycle for people that care about the environment. It’s good to know that you’re spending money with a company who is giving it back, not just putting it in their pocket.”
If your site does not include information related to environmental topics, people may think you don’t care about the environment, which may not be accurate. This pitfall could result in your company being incorrectly labeled as a bad one to do business with.
3. Provide detailed facts and legitimate proof to back up your claims. To ensure that your organization appears credible, authentic, and trustworthy, avoid generic or broad claims about your corporate social responsibility, especially when it comes to sustainability, volunteerism, and diversity and inclusion. To say that you are committed to people, giving back, or protecting the environment is not good enough; you must back it up with proof, facts, and most importantly, action.
For example, a user on IBM’s website was initially skeptical as to whether or not the company’s efforts were legitimate. He made that initial assumption after landing on a page which outlined IBM’s environmental and community focus. Because IBM is a large, for-profit business, he assumed that the company was just saying that it cared about the environment, when in reality, it didn’t do anything about it. Later, the user found key facts to substantiate IBM’s claims, and thus, he felt more assured that IBM actually did prioritize these efforts. He said,
“Here’s a bit about the plastic bank; it helps communities recycle waste into currency so that’s a good thing. That’s the only thing I’m seeing from the website though. I don’t believe too much of that, seeing that IBM is for profit.”
4. Use a genuine, noncorporate tone of voice, especially in your social-focused content. Don’t undermine your credibility by inadvertently overstating your efforts. Keep your claims factual and avoid exaggerated statements, especially on those pages that communicate about social good. With that said, don’t be too humble and hide your accomplishments, either. After all, the purpose of a community-based section is to inform your readers of how your organization is making a difference in the lives of others. Use a genuine tone of voice when communicating about your community and charitable efforts; it will go a long way in building rapport with your users.
For example, one user on LogMeIn.com formed a very positive opinion of the organization after reading content in its corporate-social-responsibility section. Phrases such as “positively affects change in the world and improves people’s lives,” and “unlocks the potential of its people, products, and culture to create long-term, sustainable social and environmental impact,” made LogMeIn.com seem humble and sincere, yet focused and goal-oriented. To this, the user said,
“They want to achieve a sustainable agenda by 2030. That matters to me. It says a lot about the company; they volunteer and help students with building entrepreneurial skills. A lot of companies will help charities just to look good but it really seems like this company does not, and they do it because they care. I love this.”
5. Avoid using overly complex terms when talking about social, environmental, and charitable contributions. Using flowery or sophisticated language such as Philanthropy instead of saying Charity and Volunteering does not impress users. Always use simple, plain language; it fosters good communication and people appreciate clarity more than complexity.
For example, while looking for information about the organization’s social and community efforts, one user became frustrated by the term, Corporate Responsibility on Computershare’s website. She said,
“When it says ‘corporate responsibility’; I see that word and think high-up stuff, not any information about volunteering or giving back, and usually people try to make that stand out when it comes to the company. Take out the word ‘corporate’ or use the word ‘community’, or ‘giving back’. ‘Corporate’ is going to tell me about the big wigs. ‘Corporate’ gives you an office vibe. I don’t get a sense of giving back from the phrase ‘corporate-social-responsibility’.”
Corporate responsibility may be meaningful in corporate circles, but for a general audience, this term is jargon and not very descriptive, nor does it align to users’ mental models for this type of content. A straightforward way to label this information would have used the words “community”, “sustainability”, or “giving back.”
Conclusion
How companies act along with how they portray themselves on their corporate websites matters. Users today expect companies to take a stance on social issues and give back to the world in positive ways. When it comes to sustainability and social issues, showcase your efforts authentically in order to boost your reputation, set you apart from competitors, and earn you the trust and loyalty of your users.
Find more specifics on how to create compelling corporate website content in our report, Presenting Company Information on Corporate Websites and in About Us Sections.
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