Modcloth, an online retailer, was launched in 2002 by
Carnegie Mellon students Susan Gregg and Eric Koger. The site specializes in
vintage and vintage-inspired clothing, particularly clothing by independent
designers. As of 2009, annual revenues were over $15 million. Modcloth’s About
Us page is here.
OVERALL GRADE: A
Products/Services: A
The main About Us
page starts with a brief statement about what the company does, who founded it
and what drives it. Then, under subheads, it goes into progressively more
detail about the Modcloth Community (indie designers, customers who are also
“buyers”) and the company’s history. The page ends with prominent links for
fashion bloggers, job-seekers, and media.
Although this is a long page, the hierarchy is spot-on and
the headings, short paragraphs, and frequent graphics (most showing the
company’s products) make it an enticing read.
We like the Testimonials
page, which includes dozens of comments from satisfied clients. The Press page has images of the covers
of magazines that mentioned Modcloth. In an intelligent twist, rather than
linking directly to the stories, the cover images link to Modcloth Blog posts
that provide links to the products featured in the article.
Personality: A plus
Life
at Modcloth (accessible from the side menu on the About Us page) is aimed at
both potential clients and job-seekers. The quotes from employees and the
slideshow at the top give a good sense how the company operates. Incidentally,
if the “Life Is Good at Modcloth” section were at the top of the About Us page,
we’d be bored; but after we’ve read about the company, its founders, and its
employees, the phrases seem to have some meaning: “mutual respect and
dedication,” “team-oriented,” “rewarding, challenging, and meaningful work.”
We particularly like - and seldom see - a page devoted to the
founder. A long interview reveals why Susan Gregg-Koger started the
company, what she loves about it, how she runs it, and what day-to-day
operations are like. Susan created and embodies the company’s personality. And
how clever to include a full-length photo of her wearing one of the company’s dresses
that’s so pretty it may make some women want to search for it all over the
Modcloth site! The biography of Winston, the office pug dog, adds a homey
touch. Who was it who said: “For those who like that sort of thing, that is the
sort of thing they like?”
Accessibility: A Plus
We were perplexed for a minute when we couldn’t find a Contact
Us page. Eventually we clicked on “Customer Care” instead, and discovered a
pop-up box with options for email, phone, or a live chat session. The box also
includes a FAQ and links to other useful pages. Social media icons are in the
footer of every page. The Press
Kit is available from the left menu of all the About Us pages. Well done.
TAKEAWAY
Modcloth’s About Us pages keep the product in sight at all
times and vividly convey the personality of those who founded and run the
company.
Does your Web site’s “About Us” section
accurately convey your organization’s history and capabilities? Every two weeks
we evaluate one example, grading it in three areas that are key to potential
customers: Personality (Who are you?), Products/Services (What can you do for
us?), and Accessibility (How can we reach you?). Contact us if you’d like to
have your site evaluated—there’s no charge and no obligation. Today’s example was chosen at random;
CorporateHistory.net has no ties to this company.
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