Description

Rhetorical Context

The website for Experience Dynamics is used as a means of information about and advertising for the design consultancy and research firm.

Home

• definition of what the company is and does under top navigation bar
• Headings of "special event . . . " and "new poster . . . " at the top of the page.
• four smaller headings "what we do," "news," "participate in a study," and "why hire us" further down the page.
• links embedded within the text in blue font: "how we work," "15 reasons to hire us," "industries served"
• one large link near bottom, center of page: "sign up" in white font
• promotes a free web seminar, "The Persona Lifecycle"
  • "this book is a landmark for all managers, usability consultants, designers and savvy marketers everywhere."

About

• company phone number on top of page
• heading "who we are" with one sentence definition of company under it in bold text
• subheadings "who are we?" "what approach do we take" what can you expect to gain from us?"
  • answers to these questions appear under each one in paragraph form
    • under the answers are those answers in a paraphrased formed. 1-2 sentences each.
• one link under each sub-heading
• right side of page includes a column: "also see," followed by two links to other pages on site, plus a "print friendly" and "e-mail page" link

Articles

• company phone number on top of page
• heading "usability articles"
  • below in bold: "keep current with usability issues"
    • below that is a paragraph with bold words and phrases and links
• sub-headings: "popular web usability blog articles" and "usability articles"
  • list of links to articles under sub-heading of "usability articles"
• text-embedded link to sign up for newsletter
• list of contents of the newsletter
• square advertisement with graphic to subscribe to newsletter, above a link to subscribe to said newsletter
• right side of page includes a column: "also see," above one link to other pages on site and a "print friendly" and "e-mail page" link

Services

• company phone number on top of page
• heading: "choosing services," followed by "know your options" in bold text underneath
  • two links under that: "products," "pricing"
• paragraph telling what services Experience Dynamics offers.
• numbered list of four questions, each followed by 1-2 part answers
  • embedded in each answer is at least one link to other pages on the site
• a graph is on the page that shows the three primary research techniques that the company uses
• right side of page includes a column: "also see," above one link to other pages on site and a "print friendly" and "e-mail page" link

Science of Usability

• company phone number on top of page
• heading on top of page: "science of usability," followed by "proven tested methodologies" in bold text underneath
  • three-sentence paragraph underneath
• six links to other pages

Clients

• company phone number on top of page
• heading "clients" followed by "smart and happy" in bold text underneath
• four links: one to a page of testimonials and three to case studies with clients
• 27 logos of companies, all of whom were clients of Experience Dynamics (three are case studies)
• "we can help you!" in bold underneath logos of companies
• "also see" section underneath logos with link to another page on the site

Contact

• company phone number on top of page
• heading: "contact us" followed by "give us a call we'd love to hear from you" in bold text underneath
• contact info for company's headquarters
• map of the contiguous United States, with the location of their headquarters blown up next to it
• e-mail links for "new business inquiries," "media and public relations," and "research, collaboration & speaking engagements"
• "also see" section on right side of page with two links to other pages on the site, plus a "print friendly" and "e-mail page" link

Analysis

Rhetorical Properties

The Experience Dynamics website is using ethos as a means of persuasion to get consumers interested in their company. This is especially seen in the clients page, where they draw on past jobs that they have done to prove themselves worthy of other business. It includes testimonies from those companies and mentions that "75% of our client work is repeat business or from word-of-mouth referrals." The use of companies' logos on the clients page may lead potential customers to believe that they could get a free plug on the site as well, if they choose Experience Dynamics. The site is filled with questions, which are followed by immediate answers right after them, which could help make them seem organized. They offer a free viewing of a web seminar, which makes it seem that they are not only interested in profits, but that they truly are interested in helping people. They try to strengthen that when they say, "more satisfied customers will return to use your products." It seems like a help us help you kind of thing. They also offer posters that are free for downloading, news, and articles that could help companies succeed.

Patterns of Repitition

• company phone number listed
• frequent use of questions and answers
• "also see" right column with links

Patterns of Sequencing

• most pages have a header, followed by a sentence or two in bold text, then sub-headers and short paragraphs with links embedded
• phone number is in the same place on every page except the home page
• questions that one may have about the company followed by answers

Patterns of Ommission

• there is no FAQ page, though the pages are filled with question-answer sequences

Anomalies to Patterns

• the home page doesn't include a phone number at the top of the page
• the home page contains sub-headings that read horizontally from one to the next, rather than from top to bottom

Patterns of Relationships

• the use of testimonials, as well as logos of well-known companies that they have worked with will lead potential customers to believe that they are a good company
• the mention that most of their business comes from repeat customers or word-of-mouth referrals will lead people to believe that they do a good job that is worthy of repeat business
• by including their phone number on every page and dedicating a page to ways that one could contact them, it makes it seem as though they are easy to reach and that they want you to call them, "give us a call we'd love to hear from you"

Summary

The Experience Dynamics site uses ethos to help persuade potential customers to request their services. The pages follow a pattern for the most part, which signals organization within the company. A page of testimonials is included, as well as logos of clients who have used their services. The inclusion of their phone number, address, and fax number on every page makes them seem easy to reach, and will provide timely services. They also provide a link called "compare us," which leads one to believe that they are confident in their work.