Common elements like the ICP filing number, public security filing mark, and business license information at the bottom of a website are key indicators customers use to judge whether a site is legitimate and its operating entity is clearly identified. Many companies fill in these details once during launch as required by the platform and rarely revisit them. If the information is disorganized, hidden, or inconsistent, it can raise doubts among customers.
This article discusses how to reorganize filing information from the customer's perspective, ensuring these foundational elements truly support website operations.
1. Identify Where Customers See Filing Information
Before reorganizing, simulate a customer's visit: on the homepage, customers often scroll to the footer to check the filing number; if the site involves transactions or forms, they may actively look for company credentials; when asked to verify the site's entity, they compare the filing entity with the company name displayed on the page.
Thus, the first step is to map out where customers might look:
- Homepage footer: Is the filing number clearly displayed with a link to the MIIT query page?
- About Us page: Does it include the full company name, unified social credit code, business license, etc.?
- Contact page: Is the registered address consistent with the filing address?
- Payment or form pages: Are security certification marks displayed nearby?
We recommend creating a table listing what is currently shown in each location, the last update date, and the responsible person. This helps quickly identify missing or outdated information.
2. Organize Information in a Customer-Friendly Way
Filing information is administrative in nature, but customers need to understand "who owns this site and is it legitimate." Therefore, avoid merely listing numbers; present the information in clear, customer-friendly language.
For example, the footer filing information can be structured as follows:
- Full company name (matching the business license)
- Website filing number (e.g., 京ICP备XXXXXXXX号, clickable to MIIT query)
- Public security filing number (if any, linked to the national public security filing query)
- Other credentials (e.g., business license, value-added telecom license, placed on the About Us page)
Also, ensure consistent wording: the company name must match the filing entity exactly across the company profile, contact page, and recruitment information, avoiding abbreviations or typos. Inconsistencies can make customers question the site's authenticity.
3. Verify Consistency and Update Outdated Content
Filing information is tied to the company entity. Any changes in business registration, address, or legal representative require updates on the website. Customers care about whether the information is current, so establish a regular review process.
We suggest quarterly checks:
- Compare the company name, address, and phone number displayed on the site with the latest business license.
- Click the filing number to ensure it correctly redirects to the MIIT page and shows the same entity name as the site.
- Verify the public security filing number is valid and the link works.
- If the site has multiple domains, ensure each domain's filing information is correctly displayed.
If discrepancies are found, update them promptly. Remove expired or irrelevant credentials to avoid misleading customers.
4. Make Filing Information More Accessible
Beyond passive display, proactively provide filing information at key decision points. For example, add a "Credentials" section on the About Us page to showcase filing numbers, business license scans, and awards; on contact or form pages, include a trust note like "This company has completed MIIT filing."
However, avoid exaggerating: filing status is not a marketing slogan. Do not describe "filed" as "officially certified" or "high-security level"; simply present the facts.
5. Maintaining the Information After Reorganization
Reorganizing filing information is not a one-time task; it requires ongoing maintenance. Assign a responsible person to update relevant pages whenever company details change. Also, set up a filing information management module in the backend for easy edits.
For multi-domain or sub-sites, ensure each site displays the corresponding filing number to avoid "not filed" warnings.
Finally, integrate filing information updates with website redesigns and content refreshes: review during redesigns and check footer calls when publishing new pages.
By reorganizing filing information from the customer's perspective, companies can enhance their website's professional image and reduce trust loss caused by disorganized information. This is a low-cost, high-impact operational optimization.
