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Historic Corporate Pages 2002-2004 (Part 1)
In 2002 I saved nine sample web pages from corporate web sites, for teaching purposes. On 1 June 2004 I took another look at those pages or their current equivalent. No way is this a systematic study or even a random sample. But the results are interesting and do reflect trends in corporate web sites. Most of these pages have improved their content over the last two years, showing more awareness of what their customers want. Then again, their customers have also changed: we know what we want from a corporate web site (information, detail, facts), and we know what we don't care for any more (empty pages, no matter how pretty). Of the nine sample pages, most now offer more text, more information, more compressed and focused information, and less corporate burble. One page has more burble, and three still appear to assume that the web site's primary function is to reinforce brand. Five empty home pages (2002)In 2002, the home pages of Adidas UK, Citibank, Exxon, Mitsui USA and Nike Women (Japan) were all based on the same faulty assumption: that the Web is another outlet for emotive visual advertising. Almost entirely graphic, the home page was a glossy front door to the site. An apparently closed front door, in some cases, with only a few discreet text links leading into the site. Access would be severely limited to anyone who didn't know that images can be links. Mitsui USA had the most painful home page content. It consisted of words floating onstage in Flash, some scattily capitalised and coloured, bearing an unfortunate resemblance to a child's collage or a ransom note:
This was followed by "Welcome! Please make your selection from our Main Menu." Even in 2002, I doubt most users needed instructions on using a menu. Citibank did provide 4 text headlines (e.g. "Citibank lowers base rate") among the photographs and banner ads. Exxon included some text in its images, e.g. "Exxon continues its leadership in automotive lubricant technology with our advanced line of SUPERFLO automotic lubricants." But all these home pages were evidently meant to be admired rather than used. Design was all, content overlooked. Two home pages have text in 2004Citigroup and Exxon have both added text to their home pages. The essential design is not greatly changed, but they now look like pages worth reading and revisiting, with information that will be updated regularly. In 2004, Citigroup's home page contains more than the usual banner ads and links. Four headlines for news and products are followed by summaries (116 words). Four other news headlines are more explanatory than the originals. Exxon's home page now includes about 150 words of text about two promotions, plus 10 text shortcuts. By adding even a little text, Citigroup and Exxon are making better use of their valuable home page. Stuck in the branding time-warpIf their home pages are anything to go by, the remaining three companies have a web strategy that is stuck fast in the past. In 2004, the home pages of Adidas UK and Nike Women Japan still consist entirely of graphics and Flash. No information whatsoever. We register action, glamour, image and brand - but no meaning. We may notice the page is trying to convey emotion and revive our brand loyalty - we don't care. On the Web, we want facts. Gerry McGovern pointed out on 26 January 2004:
But Mitsui USA is the saddest case: their home page has not changed in any way since 2002. It was seriously naff and pointless two years ago, and it has not improved with age. Digging deeper into corporate information onlineWhen I compared the 2002 and 2004 versions of four pages giving corporate information, the picture was more positive. See the next issue of QWC for details. http://www.adidas.com/uk/
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