Even large organizations exist only as words and images within a browser window. 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.

The One Thing You Should Do

Based 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. However, in this article, I focus on one major guideline to increase perceptions of transparency and improve your relationship with users. If you can do only one thing, what should it be? The answer: Provide key information on major About Us pages.

In usability studies, we observe people peeking at top-level pages for answers to foundational questions. Make sure that your site passes the first impressions test by answering top questions succinctly. People are more inclined to engage further once they’ve determined you’re worth the effort.

Start telling your story the moment people land on your site. At a minimum, write brief summaries emphasizing a few impressive facts. As people click through the main pages they should gain a fuller understanding of who you are, what you do, and why you exist. Ask yourself, “If users only skim the top pages in About Us, are they getting a coherent story?”

In many cases, what new users need most are great highlights written in a scannable format. Summaries are appealing because they provide context and reduce the amount of effort required to click through layers of content. 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.

Examples of Dos and Don’ts

Below are examples of what you should practice and what you should avoid.

 DO

AbbVie: This About Us page provides a nice company overview, including Fast Facts to give site visitors a reasonable company snapshot. While this page holds promise, the content could be improved by replacing the marketing jargon with concrete facts that people care about. Steer clear of hollow phrases like “revolutionary” — at best, they tend to confuse users; at worst, they make them mistrust the site.

 DON’T

Abbott: This About page has very low content density and forces users to drill deeper before they can learn about the company. This page acts as a wall that deters people from wanting to go further. Better to start the conversation by providing the highlights on this page.

People who research organizations are sensitive to credibility factors. They are looking for clues to determine whether or not to like you. Answering the questions at the right time feels conversational and can be persuasive in garnering trust. People who trust you are much more open to engage with you.

 DO

Chipotle: This summary tells a compelling story of who the company is and how they differ from other fast-food chains. The writing style is clear and hype-free, making the organization sound friendly and credible.

 DON'T

CSC: Can you guess from page that this company offers cloud-computing services? This About page feels unfriendly without an introduction. The sheer number of links puts the onus on the users to determine which door to open. When the tagline could equally well describe thousands of other companies, you know you’re in trouble.

The manner in which information is communicated on websites influences people’s perception of your organization. Users perceive sites that answer their questions quickly as being transparent and efficient. Conversely, users regard sites that bury critical information underneath complex layers as being evasive or ineffective. If your site visitors are potential donors, journalists, or clients, leaving such a negaive impression is detrimental to your business and brand.

 DO

GSK: This overview answers the questions and is formatted well for ease of reading. The page contains facts for each business featured (e.g., pharmaceuticals, vaccines). Nice overviews like these minimize the effort required of users to learn about you.

 DON’T

TevaPharm: The summaries on this Company Profile page are generic and don’t give clarity on how they’re unique. You might find specifics underneath Discover more, but why make users jump such hurdles?

Halo Effect impacts how people gauge websites, even if the assessment is flawed. People tend to make hasty judgments about organizations based on limited information. If users have a good first impression, the positive feelings permeate to other parts of the site. If users have a bad first impression, the negative feelings extend to the rest of the site.

 DO

Citrix: The images on this Executives overview page literally show the faces behind the organization. At a glance people get an impression of the company culture and the people running the business. Citrix is clearly benefiting from having a recognized UX expert on its executive team. (To nitpick this otherwise good example, reduce the leading slightly between names and  job titles, to more closely associate these two pieces of information. Currently, the line reading “Chief Executive Officer” is closer to David Friedman’s photo than to Mark Templeton’s name.)

 DON'T

Defenders of Wildlife: This executive overview feels unfriendly without photos of the members. Featuring photos on this page would tell a better story of who Defenders of Wildlife is.

Conclusion

Credibility is a major issue on the Web. Site visitors who visit the About Us section are seeking critical information to determine whether or not to engage with you. Explaining who you are matters.

Tell your story and tell it succinctly. Featuring key highlights at the top-level keeps users focused on the conversation and not on wrangling the content or navigation. Well-written summaries illuminate your unique qualities and earn trust.

(The full set of 70 design guidelines for "About Us" information is available in the 253-page research report, Presenting Company Information on Corporate Websites and in About Us Sections.)