On the Web, Show Prospects You’re a Real Company; Not Simply a Fly-by-Night

The “Contact Us” link (www.northerntool.com/contactus) is adequate. It consists of an e-mail form, which some marketers think is enough (I don’t). But ah, Northern Tool gives complete details of its main headquarters and phone number, as well as several other key contact details.

My only bone to pick with Northern Tool is its “Our Story” link on the upper right side of its home page (www.northerntool.com/companyinfo/story.htm). It’s a short and clever letter from CEO/Founder Don L. Kotula, but hardly tells much of a story; it’s more of a mission statement: