OVERALL GRADE: A
minus
We don’t often enthuse about graphics, but we love the ones
on these pages: the grid is divided into sections of various sizes, as if it
were modular units.
Products/Services: A
plus
Each of the About Us pages focuses on services provided and
benefits to customers: always an excellent choice. The Our Clients page
offers an impressive list of private and government clients. Not every company
can publicize such information, but it’s a great confidence booster for
potential clients -- especially when the company has no corporate history page.
The Economics of
Comfort page is brilliant: professional photos of Target Logistics
facilities (not glossy or glamorous) with substantial captions that explain why
employers should be providing (for example) oversize towels, saunas, and heater
blocks for cars. We aren’t competent to work on a North Dakota drilling site,
but based on the description here, we’d sure like to have a Hibernator Sleep
System. Posting a few enthusiastic testimonials from those who have stayed at the
“man camps” run by Target Logistics would make these About Us pages even better.
(So might a more gender-neutral name, in theory, but “man camp” is apt.)
Personality: B
The Our Team page lists the names and titles of 11 top
executives, each with a link to a basic, functional bio: current duties, past
experience, education and community, philanthropic activities, and so on.
We miss the personal touch. Brian Lash, CEO, said
in Inc.’s two-page spread on Target
Logistics, “You’ve got a 250-pound man burning 5,000 calories a day out there.
Our job is to give him a five-star meal and a pillow-top mattress.” That’s a great
summary of the company’s mission. It ought to be on Lash’s bio page, and elsewhere
on the site as well.
Accessibility: A
Every page has an email link and a telephone number. The Contact Us page has a
mailing address and links for offices worldwide, with the name of the person in
charge, address, and email. Nothing innovative here, but we appreciate a
thoroughly functional Contact Us page.
TAKEAWAY
The Target Logistics About Us pages have great layout and
great content; most importantly, they continually emphasize the benefits to
clients of the company’s services. A little more business history would provide
the icing on the cake. However: Well done!
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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