Ashcroft Inc.: Overall Rating 82%
www.ashcroft.com
While leading to good content, a makeover of this homepage could benefit both users (who might be confused by what appears to be a product page a few clicks in, instead of a homepage) and the company itself (by portraying a stronger, more confident face to the world). A couple of clicks in from the homepage, the user is met with a handy chart of products arranged by type (e.g., Process Gauges). There, specific products are linked; those links lead, in most cases, to specs, dimensional drawings, general technical overviews (e.g., materials that are best for corrosive service), ordering guide PDFs with even more-specific products, and very nicely done PDF brochures. The search function leads not to search, but to (very useful) product configurators in some areas. Formidable search functionality throughout would help many visitors, as would making the configurators more obvious . In addition to a homepage makeover, known devices (such as linking the company’s logo to the homepage) would help users get around more easily. Registration is apparently required only to receive product updates; content is, thankfully, freely available.
- Product info is good and relatively easily available
- Online purchasing would benefit some visitors
- Technical Library is deceiving. Here, visitors are met with more links to access the same pages offered in product areas. Whitepapers and case studies would help.
- Service, Where to Buy, and Contact areas are very general and typically lead only to basic contat info
- The important stuff—the databases—is for the most part in-place. Creating an easy-to-use structure to get to the databased content could make this a much better site.