OVERALL GRADE: A
In the About Us pages for Trader Joe’s, one page leads to
the next: the main page
has a link to Our Story,
and Our Story links to the Timeline. That means
we’re not roaming about: we’re directed toward the information the company
thinks is most important, and then enticed to read further. How nice not to
have to revisit the menu and try to remember which pages we’ve already visited!
The quaint black-and-white graphics used in the right-hand
menu match the casual tone of the text (“Would you believe we started out ...?”).
The mood is maintained in the background on the left and right sides, where similar
old-fashioned graphics appear.
Products/Services: A
The About
Us and Our Story pages don’t mention specific products; instead they
emphasize how the company developed its combination of quality and low price.
The Timeline fills
the gap by mentioning innovative products as part of the company history. It’s
a great timeline in other respects, too: lots of vintage illustrations, short
entries relevant to the company, and a casual, entertaining style. And (joy of
joys!) it’s possible to print a copy and to see the whole timeline at once, a
graphic achievement that’s easier for newer companies.
Accessibility: A
The About
Us page also functions as the main Contact Us page, with links for
customers and vendors beneath a graphic of an antique phone. Choosing a topic
and clicking “Show me the form” takes us to a page with that asks for information
geared to our query. For example, a request for product information takes us to
a page
that includes fields for SKU or product name.
Personality: A
Trader Joe’s About Us pages neatly circumvent what could
have been a major issue: Trader Joe’s is not run by a cool surfer dude from
California. It’s a privately owned company run by the family trust of a
deceased German billionaire. In the About Us pages, the current owners are
simply not mentioned, and the quaint graphics and casual tone make Trader Joe’s
site seem thoroughly American.
TAKEAWAY
Trader Joe’s About Us pages are consistent, concise, and
easy to navigate. Like the stores themselves, they present a quirky image yet
are rock-solid businesswise. A perfect example of honoring our Commandment #3 for About
Us pages: Reveal Thy Personality.
A place that’s fun to shop in … is also to fun to learn about. 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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