Kabletown is a leading provider of cable entertainment with
a tradition of commitment, service, and family values. The main Kabletown About
Us page is here.
OVERALL GRADE: A plus
Every page on Kabletown’s site qualifies as an About Us
page, and together they provide a near-perfect illustration of our Ten Commandments
of About Us pages.
Commandment 1: Know
thy audience. It’s as if Kabletown has read our minds: “If your ‘box is
being weird’ or ‘the thing just keeps saying “boot” or ‘the DVR won't stop
recording “Top Chef Masters” even though I hate it,’ we will be there.”
Commandment 2: Thou
shalt not generalize. Mission statements are often full of noble
abstractions that could apply to any company. But “Let Kabletown bring
entertainment to you, because you bring entertainment to Kabletown” – that’s short
and concise, and could never be mistaken for any other company’s operating
principle.
Commandment 3: Reveal
thy personality. The personality shines through from the opening explanation
of the company’s name: Kabletown, with a “K” for Kindness and Keen interest in
customers. We are profoundly reassured to know that the company is committed to
“respond rapidly to the speed of change.” And could a company be more caring of
its employees than to continue trying to resolve a flight mix-up that left 6
employees unintentionally “international”? For summarizing the management’s
style, you can’t beat the quote from CEO Hank Hooper on the Our Company page: “If you're
not part of something, you're just not apart of anything, darn it. And that's
really nothing. Ain't that something? Ha!”
Commandment 4: Don’t
take your own name in vain. Mergers and acquisitions rouse strong feelings.
To present its own side of the story, What’s New? announces the
acquisition by Kabletown of GE Sheinhardt NBC Universal. By the way, this page
demonstrates an awe-inspiring command of the use of SEO terms: “This way, not
only can we offer content in ways that content has never been offered before,
but we can use the word ‘content’ almost 60% more than we used to in press
releases. Our partnership with GE Sheinhardt NBC Universal will help us to
better serve you, the consumer. Content.”
Commandment 5: Honor
thy readers and their attention spans. The sole text on the Programming page is
breathtakingly, titillatingly brief: “For an additional $12.99, Kabletown now
offers you the highest quality in adult entertainment. You will be provided
with our easy-to-follow channel guide designed especially for our male and
female clients.”
Commandment 6: Honor
thy visuals. As a reminder of Kabletown’s commitment to family programming,
the header of every single page has a generously sized image of a family
watching TV together. (From the expression on the adorable tyke’s face, we
suspect it’s Celebrity Urologist.) On
Our Company, that big thumbs-up inspires limitless trust. As for
that maniacally cheerful employee on Careers ... how could anyone
even think of stealing his lunch and forcing him to write inane website
content?
Commandment 7: Keep
navigation easy. Kabletown’s site has an elegantly simple structure: Main,
News, Our Company, Careers, Programming. The pages have handy links between
them. Perhaps there should be an additional submenu to help zealous visitors go
directly to the TWINKS page (Television With Individuals, Naive, Kinky,
Shaved).
Commandment 8:
Remember to make yourself and your organization easily accessible. A minor glitch:
the Contact link at the foot
of the Kabletown page is linked to a subsidiary, NBC. Send us to The Office,
please!
Commandment 9: Worship
clarity. Gary does a great job, when he’s not in the hospital.
Commandment 10:
Remember to keep holy the updates. Tut, tut, Kabletown. You were perfect so
far, but why is there no coverage of the forthcoming merger of Kabletown with
Time Warner Kable?
Commandment 11: Remember
that blog entries are often time sensitive, and always check the date of the
post.
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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