One thing's for sure: There's a writer over at the OSH headquarters. We're just not sure if there's a marketer or a webmaster.

IN A NUTSHELL

OSH (Orchard Supply Hardware) prides itself on being the best place to find the tools and information necessary to maintain, repair, and improve your home and garden. OSH was founded in 1931 by a growers' cooperative. In the stores, this translates to friendly, knowledgeable service. Online, the homegrown feeling creates inconsistent navigation and substandard visuals.

BRAVO

The site is a rich repository of how-tos on just about any home- and garden-related topic you can think of. Each article includes detailed instructions and pictures on the project or subject.

The site also does a serviceable job of connecting on- and offline media. Users can sign up to receive coupons, announcements of promotional appearances, and specials in their area all via an online—and slightly awkward—interface.

And finally, in recognition of its core audiences, the site is almost totally bilingual in Spanish and English. Even the events and promotions have been translated—a truly outstanding achievement.

TRY AGAIN

The biggest thorn in our side? You can't buy anything from osh.com. And you don't realize it until after you've been on the site for a while. There's this feeling that if you keep looking in just the right place, you'll be able to order those hedge clippers you need. Not so. This feeling of being lost is probably due to the confusing double-row navigation that doesn't provide informational clarity or navigational help. We are also irked by the site's flat, boring design and visuals. People love their homes. People love their gardens. People love to see photos of other people's homes and gardens. So why does a site that gives information (and whose stores sell products) about homes and gardens not feature any photos of them?