Strategic Outreach

Managing Change Via Communications

Why is your Company Address Buried Deep in your Website?

I realize that in this digital world, the physical place where a company resides is typically irrelevant to its customers.   But I find it strange that an increasing number of manufacturers choose to bury their company’s address so deep in a website that it’s nearly impossible to find.

Certainly potential B-to-B partners and suppliers or distributors, job seekers, and many customers want to know where you “live” and where they might be able to visit you.

Take the example of Monster Cable, makers of high-end audio and video accessories. I’m an audio enthusiast and I want to know more about the company. The Customer Support page has only phone numbers and email addresses.  Next, I look at listings for their International Distributors, but still no address for the company itself.

The Company Info page tells a nice story, but no city or address is given. Good photo of their building – where the heck is it?   Ah, yes, in the last paragraph there’s a text link on the word “community,” mentioning that they are active in theirs. This goes to a page that identifies the San Francisco area.  We’re getting warmer.

Maybe a press release would reveal their location. Nope, even the boilerplate at the bottom doesn’t say. But the dateline says “Brisbane, CA.” Or is that where The Concord Group is located – the company that is the subject of the release?

I’m about to give up, when – silly me, I find the address in tiny 4-pt light-grey type in a nearly invisible strip at the bottom of the home page along with the copyright.

When it’s this hard to find, you ask yourself whether or not the company is embarrassed of where their HQ is located.  Or if they even have one.

A sense of place is important.  More important, of course, is the fact that great content on-line inspires interaction and it makes little difference, typically, where anyone lives. But if I’m going to consider a deeper business relationship beyond ordering a product, I want to know.

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January 30, 2010 - Posted by | B-to-B Case Studies, Website content | , , , , , ,

2 Comments »

  1. Interesting observation. Bands often use their hometown as a means to brand themselves and their music. I wonder why Monster wouldn’t do the same, especially since they’re tied into the music biz.

    Comment by GregS | February 24, 2010 | Reply

  2. Dave, you audio aficionado…

    As usual, you’re dead-on. This speaks to the question of “audience comfort.” We’re human beings, not abstract assemblages of ones and zeros. We like the security of place, the assurance of physical presence. We want to know that there’s an actual being behind the online curtain. A good point, well made.

    I just recently reviewed a client’s website: pretty, informative, relevant…but lacking a master navigation bar on every screen to enable quick movement through the site. It invoked a physically negative response, a loss of direction and sense of isolation. Not an impression that engenders confidence in the company.

    None of us can ignore the animal nature of our audience, nor the absolute necessity to appeal to those purely physiological aspects of communication. I’m glad you brought this up. It’s bloody important.

    On a tangential note: Monster Cable is a monstrous company (CEO-ed by an obsessively litigious and egomaniacal moron) that creates mediocre signal-transfer hardware clothed in fairy-glamour. Myself, I use Kimber and Siltech…expensive, but worth every dime in transparency and soundstage detail. Check ’em out, my friend.

    Comment by Adrian Astrakhan | March 5, 2010 | Reply


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