Michael Gaigg: Über UI/UX Design

14Nov0

Design Guidelines: ‘About Us’ Page

Posted by Michael Gaigg

IT Solutions About Us page

Example of an 'About Us' page from IT Solutions

There are many reasons for improving the usability of your 'About Us' page. Unfortunately many companies, especially bigger and well-known companies, tend to underestimate the value that comes from a well-designed 'About Us' page or simply assume that there is no need to explain themselves to their users.

The 'About Us' page helps to establish and re-enforce Trust and Credibility. Users of different backgrounds may need to know who is behind the content or service. Should I invest in this company? Apply for a job? Write an article about their service? Order a product?

The best news over all is: a simple link on your homepage is cheap and easy and the benefits of a clean and well-structured 'About Us' page outweigh many times the effort of creating it.

Design Guidelines for 'About Us' pages

  1. Provide clearly visible link on homepage
  2. Label the link either “About ” or “About Us”
  3. Present content in ‘inverted pyramid’ layers:
    • Tagline: Few words or brief sentence summarizing what you do
    • Summary: One to two paragraphs about goals and main accomplishments
    • Fact sheet: Section that outlines key points and other essential facts
    • Details: Subsidiary pages providing indebt information about processes, company structure, philosophy etc.
  4. Disclose address

References

20Oct0

Design Guidelines: Content

Posted by Michael Gaigg

When writing content for the web it is essential to speak the language of your users. Become a word detective, use google trends. Words are the basic elements of links, get them precisely right to provide strong information scent. Identify trends, don't invent them. Look at the evolution of language.

Get to the essence of the message! Stop 'waving' on your webpage ('Welcome to the webpage of our company. We are proud to blah-blah...').

Always remember that the user is in charge, the user is impatient, nasty, demanding, in a hurry and in control to spend its time somewhere else (according to Jakob Nielsen: 'Users spend most of their time on other sites'). Online marketing is about giving attention (versus offline marketing is about getting attention).

Design Guidelines for Content

  1. Make information easy to find with clear headings and meaningful sub-headings (not ‘clever’ ones).
  2. Break up the information into manageable pieces.
  3. Put the pieces in a logical order for your readers.
  4. Keep your sentences short and employ one idea per paragraph.
  5. Use the ‘inverted pyramid’ style: conclusion (context) first, results later.
  6. Talk to your readers. Use "you".
  7. Write in the active voice (most of the time).
  8. Put the action in the verb, not in the nouns.
  9. Use your readers' words.
  10. Use half the word count (or less) than conventional writing.
  11. Use bulleted lists where appropriate – for a list of items and for parallel "if, then" sentences.
  12. Employ scannable text like highlighted keywords.

Best Practices

See my blog entry for Best Practices for accessible Content

References:

Suggested reading: