OVERALL GRADE: B
minus
The uncluttered Chefs Feed site is clearly designed with
mobile users in mind, and it’s aimed at promoting the app. To be clear: we’re
evaluating the About Us page that appears on the company’s website, not the
info that appears on the app.
Products/Services: B
The About Us
page starts with a catchy tag line: “I’ll have what they’re having.” It goes on
to name-drop celebrity chefs (Mario Batali, Wolfgang Puck, Thomas Keller) who
offer recommendations on the app. If you don’t have a long-established corporate
history, using big-bang names like this are a great substitute.
Below the brief description of what the app offers are
headings with teasers. We wish these were links to pages of samples, e.g., what
have chefs said about restaurants in our neighborhood? What kind of live
information can we expect to receive?
Below the teasers are pictures of some participating chefs,
with links to many more: well done.
The most innovative feature of this page is the section of
mentions in the media. Hover over the media logo and a callout from the article
pops up. In most cases, that’s all we need to know, so it’s a particularly
useful technique.
Personality: B
The personality of Chefs Feed is the chefs who contribute,
not the company’s founders (who aren’t even mentioned). Doubtless many people hungry
people consulting the app will know at least some of the chefs ... but surely
not all of them? Even though the website is made to promote the app, we wish it
offered links with at least minimal information on the chefs – even working
links to the chefs’ restaurants would help.
On the related Team
page, it’s fun not just to see photos of Chefs Feed key players but to learn
their favorite dishes. (Of course, I’m a person whose mouth waters just to read
the words “gnocchi @ Frascati.”) This idea can be adapted by anyone creating
any kind of About Us or business anniversary coverage. For example, in our book
for The
Pep Boys we profiled dozens of folks who work in the stores – and asked
them what their favorite cars were. Good use of CorporateHistory.net’s About
Us Commandment 3: Reveal Thy Personality.
Accessibility: C
There is no Contact page, but the footer of every page has a
snail-mail address, phone, fax, and emails for general inquiries and media. Snail
mail and fax? How many people use these? But at least all the options are
there.
TAKEAWAY
We wouldn’t want to live without our favorite mobile apps.
But sometimes we like to plan ahead, and in those cases we’d like to have
information available on our desktop as well, where it’s easier to juggle
multiple pages, discuss an entry with a myopic spouse, or transfer info to our
contacts list. Humor customers who don’t run their whole lives on mobile
devices by giving them information on the website as well: there’s still a lot
of money in that demographic.
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?). To talk about your About Us
page, contact us!
Today’s example was chosen at random;
CorporateHistory.net has no ties to this company.
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