Monday, July 4, 2011

"About Us" in Utility Navigation

Doing research for a new client, I found three peer organizations whose "About Us" lived in utility navigation:
Makes sense to me. While the American Institute of CPAs' primary audiences might be somewhat curious about "About" content, their greatest need is to understand and fulfill membership requirements. They can't do their jobs without meeting those criteria, so there is some urgency there.

And an understated positioning of "About Us" is a form of playing it cool - an appropriate branding move for some organizations.

People like the American Bar Association realize that they don't need to have their elevator speech front and center. Instead, they keep their primary navigation squarely focused on meeting user needs - without unnecessary distractions.

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