Love for thinking folks. That's eHarmony's niche, promoting "true compatibility."

IN A NUTSHELL

Love for thinking folks. That's eHarmony's niche—and they've carved it out well, promoting the idea of "true compatibility," or love over lust. We're sold. We so badly wanted to mock this site, but even after a careful review, eHarmony.com does almost everything right. The site marries clean, professional design with smart—not salesy—copy to create a truly harmonious experience.

BRAVO

We're seeing a trend toward "clever" navigation: words that don't really help users find their way around sites. Thankfully, eHarmony steers clear of this fad, providing excellent navigation that gives users exactly the choices they need and nothing more. In addition, strategically located "Get Started Now" buttons enable users to sign up from a variety of pages. An especially nice feature is the Tour, which walks users through the eHarmony experience while showcasing photos of a real couple"s progress from initial meeting to marriage.

TRY AGAIN

Truly, there's not much to criticize. A few pages are copy-heavy with limited graphics, and the tone occasionally veers into therapist-speak.