OVERALL GRADE: C
Unfortunately most of the space above the fold on the Big Picture page
is filled with a video – one that has no caption to entice us, little
indication of content from the title (“Everywhere You Look”), and mostly
glittering generalities when you view it. We suggest adding a caption and
putting the video in a smaller box to one side, so that we can see the
well-written descriptive text.
Products/Services: B
The text on the Big Picture
page is a pithy summary of the company in four sections, each with an
appropriate image (the founder, tape, labels, that unmistakable logo). The
layout is simple and the sequence is easy to follow. A minor tweak that would
be a major improvement: include links within this text to pages that offer
further information. For example, the Business
Summary page gives details on the company’s operations: why not put a link
to it under the “What We Do” heading?
One other small fix: Eliminate the repetition on the Big Picture page.
The fact that the company has 30,000 employees in more than 50 countries
appears in the first section and again in the second, 5 paragraphs later.
Repeating such information on separate pages would be fine, but here it seems
like the company ran out of things to say.
Personality: C
“Heritage” on the Big
Picture page has an excellent summary of how Ray Stanton Avery founded the
company. There’s even a photo of him! (We have grown weary of Faceless
Founders.) Since Avery is still moving along the path mapped out by its founder,
why not give him his own page? The long, successful business history is a
testament to the quality and usefulness of its products.
Accessibility: D
Oops! Our Commandment
Eight of About Us pages is, “Remember to make yourself and your
organization easily accessible.” Avery’s Contact Us
page (available via a link in the footer) opens with, “Get in touch with Avery
Dennison by submitting a general contact request, or contact one of our
worldwide offices.” But there’s no email or online form here, and no link to
the Locations
page, where worldwide offices can be searched. This is a serious oversight.
TAKEAWAY
About Us pages should be part of the website, not in their
own sealed-off ghetto. Help turn curious visitors into customers by adding links
to other pages on the site.
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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