Online Connection - photo by lionyigit

We could blame Wall Street. People just don’t trust faceless giant corporations any more, not the way they used to, and this is changing many things, including how we navigate sites online.

Has the global ricochet of distrust of the “big guys” changed how people view companies both online and offline? It would appear so, but it might not be solely Wall Street’s fault. Here at a451 we’ve been noticing some changes in search traffic.

Popular pages are less likely to be services and are moving more toward information “about” companies.

With mobile phones getting smarter and now tablets and numerous apps to help us keep in touch, it seems we humans are more concerned than ever about “what’s happening” within the lives of people and communities around us, including companies!

The way we navigate the web is changing. Where we are seeing this most dramatically is in how visitors navigate company web sites.

Where once visitors would seek out service pages and look for the best information on what a company could do, now trends are suggesting that visitors want to know primarily who a company or service provider is; searchers want to know what people and businesses are about not just what they do.

I suppose this shouldn’t be a surprise. The fact is that the most popular sites (Facebook, Pinterest, Twitter, etc) are personal, social, engaging and full of faces.

This trend could be problematic for the many companies still hiding behind the veil of services, thinking personality and insight will make them appear unprofessional or untrustworthy. So if that’s you, it’s time to have a re-think about how you present your company’s face to the web.

So we want to know…

  • When you look at a company website, where do you go first?
  • Do you look at their services or do you head straight for that “About Us” section?
  • What do you want to know when you’re looking at a company website for the first time? What leads you to make contact?

We’d love to hear your thoughts on this trend, please leave your thoughts in the comments or message us on Twitter @a451

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