Kidde was founded in 1917 by Walter Kidde, who in 1918
pioneered the first integrated smoke detection and carbon dioxide extinguishing
system for ships. The company, headquartered in Mebane, North Carolina, rapidly
became a leading manufacturer of fire detection and suppression equipment. It
was acquired by United Technologies Corporation in 2005. The main About Us page
is here.
OVERALL GRADE: C
Products/Services: B
Kidde’s main About page gets right
to the point: “Founded by Walter Kidde, a pioneer in early smoke detection and
fire suppression, Kidde is the world’s largest manufacturer of fire safety
products.” Well done: it’s surprising how few About Us pages express such basic
business history information promptly and pithily. The page continues with a
well-written and well-laid-out overview of the company’s history, goals, and
relationships with clients.
Bravo, too, for giving a very company-specific goal on the Core Values
page: “At Kidde, our mission is to provide solutions that protect people and property
from the effects of fire and its related hazards. And for more than 90 years,
industry leaders, the military, airlines, firefighters, businesses and millions
of homeowners have turned to us to do exactly that.”
The page on Walter Kidde
includes an effective combination of a brief timeline followed by a narrative
that explains his goals and accomplishments. The Kidde
History page offers a company timeline with 24 items, a reasonable number that
doesn’t overload the visitor. One minor quibble: the entries for the 1960s and
later focus on mergers and acquisitions; why not include some information on
the company’s innovations?
The major flaw of the four Kidde About Us pages is lack of
illustrations. The one and only image is of Walter Kidde. Our Commandment 6
of About Us pages is, “Honor thy visuals.” A company with a 98-year history
surely has a rich archive of historical photos and advertising material that
could be put to good use in corporate storytelling.
Personality: C
Our Commandment 3
of About Us pages is, “Reveal they personality.” Since this company still
bears Walter Kidde’s name and still produces products in the same line, the
stress on the founder’s innovations and goals is very appropriate. Still, information
on current management--a message from the CEO, for example--would be welcome.
Accessibility: D
The Contact Us
page has a “Find Answers Now” button that dead-ends in a blank page.
The FAQ seems to have been shifted to tabs that appear on the page with the online email form (via the "Email a Question" button on the Contact Us page). Yes, visitors may stumble onto the right page--but making them
stumble leaves a bad impression. Our Commandment 9
of About Us Pages is “Worship clarity”--which includes triple-checking links
so you don’t look careless.
At the end of the Contact Us page is a telephone number, but
no mailing address. Kidde is part of United Technologies, but there are no
links to the United Technologies contact page, either.
TAKEAWAY
Great corporate history should be supplemented with great
images and current information. That’s doubly important when a 100-year
business anniversary is on the horizon, as Kidde’s is.
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.
Posts
