Monday, January 27, 2014

ADP: “About Us” Evaluation by Corporate

ADP was founded in 1949 as Automatic Payrolls by brothers Henry and Joe Taub, who were soon joined by Frank Lautenberg (who rose to the position of CEO before becoming a U.S. Senator from New Jersey for 29 years). By 1961, when the company went public, it had invested in punched-card machines, mainframe computers, and check-printing equipment, and had changed its name to Automatic Data Processing. Today, from its headquarters in Roseland, NJ, ADP manages payroll, human resources, and benefits for about 570,000 companies worldwide, from start-ups to multinationals. ADP’s main About Us page (“Who We Are”) is here.


Products/Services: A
The graphic across the top of the main About Us page is excellent. Rather than a pretty picture, it provides four easy-to-grasp but extraordinarily impressive statistics about ADP, including the fact that ADP transferred $1.3 trillion within the U.S. in 2013, and that it’s one of only 4 U.S. companies that have AAA rankings in both Standard & Poor’s and Moody’s. Corporate storytelling by data: very fitting here. The graphic is followed by an excellent summary of ADP’s services - always a good policy, but especially important when the company name doesn’t give a clue to its business. After the graphic and summary, we’re given links to a message from the CEO, a list of major awards, and contact information. This is a good set of options, arranged in a sensible order.

The Awards & Recognition page is well designed, with the logo of the organization that gave the award, a summary of the reason, and a link to further information. Clearly this page is kept up to date--there’s already a 2014 award listed.

A testimonial page would be a useful addition, particularly if the testimonials were chosen to emphasize the variety of ADP’s services and the benefits of using them. A timeline with the company’s founding and rapid growth would add some corporate history and also reassure actual and potential clients of how sound the company is.

Personality: B
The main About Us page has a link to a clear, focused message from the CEO: well done. The Leadership Team page offers the opening lines of bios about management. Clicking the More button for each loads the rest of the brief bio. Nothing surprising here, but they’re adequate. Our Commandment 3 of About Us pages is “Reveal thy personality.” More information on the founders and the company history would help with that.

Accessibility: C
The contact options start at the foot of the main About Us page, with a range of social media. Other contact pages are scattered across the site: one for U.S. offices (under an Office Locations link on the main About Us page), one for worldwide offices (under an “ADP Worldwide” tab at the top of the page), and yet another (the Contact Us page) for sending a form email or checking a FAQ. To save visitors time and confusion, all these options should be repeated on the main Contact Us page.

Websites tend to grow by accretion. Have an outsider check your site regularly to ensure that important pages such as your Contact Us page remain well organized and up to date.

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; has no ties to this company.