The Tendo View

Packed with information and illustrated with gorgeous photography, the Williams-Sonoma website appeals to novice cooks and seasoned chefs. But the site is missing opportunities to build community.

BRAVO

Williams-Sonoma slices and dices its content every which way to appeal to the searching methods of any user: by brand, by season, by popular gift items, by sale items—you get the idea. This approach makes the site highly intuitive, and shows that the company is focused on its audience.

The navigation is dense (and the site map is massive), but it’s well-organized and fairly easy to find what you need, if you come to the site looking for something specific. If you come to browse, watch out. The timely content does a great job appealing to summertime impulse buys—think grilling tools, margarita glasses, and ice cream makers. There are a lot of things to catch your eye, and the first-rate photography can make loaf pans seem exciting.

From a content perspective, the site is packed with information: countless recipes; descriptions of seasonal fruits and veggies (where they come from, how to select them, how to prepare them); information about cooking techniques; and seasonal cooking tips, like how to cut kernels from the cob. Much of this content is adapted from various Williams-Sonoma cookbooks, which means that the company is (unknowingly) following Tendo’s advice to “write once, use many.”

TRY AGAIN

While the site has a lot of information, the home page is busy and looks cluttered, with six promotional areas plus a seasonal navigation box. Choice is great, but too much choice can be daunting.

In addition, the site lacks interactivity. On Epicurious.com users can add tips and comments to the recipes—tips add value and also help build community, but Williams-Sonoma offers no such feature. The site is also ripe for a blog (topics could include cooking tips, cookware tips, design tips, or cooking trends), an “ask the expert” feature, or some other interactive element. The site has all the basics and much more, but it could encourage more repeat visits with a bit more personality and community.