'About Us' Information on Corporate Websites - User Research Findings

Summary: Users expect About Us sections to be clear, authentic, and transparent. They compare corporate content with third-party reviews to form a holistic opinion of a company before initiating business or applying for jobs. 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 fo

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We found a 9% improvement in the usability of About Us information on websites over the past 5 years. But companies and organizations still can't explain what they do in one paragraph.