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Week 5, Business Assessment

I chose to assess Tapteal Native Plants, a local native plant nursery. They have a website, as well as Facebook and Instagram pages. Since the business focuses on native plants, their location and service area are important. They serve the Columbia Basin region of Washington.

I think the Tapteal Native Plants website effectively communicates the company’s offerings and values. Right on the homepage, you see their logo, business name, a brief statement highlighting their focus on native plants, and a beautiful image showcasing some of these plants.

At the top of Tapteal’s homepage, the navigation menu and logo are prominently displayed, making it easy for users to find key pages, like the seed shop, consulting and design services, and guides for caring for native plants. The middle section immediately communicates the company’s core focus on native plants, followed by highlights of their plant selection, services, and a brief 'About Us' section. At the bottom, you’ll find links to their Facebook and Instagram, along with contact information such as a phone number and email address. This layout is effective, guiding users from brand messaging to detailed information about products and services. By the time users reach the bottom, they can easily find social media links and contact information.

Tapteal Native Plants does a good job of communicating a clear brand identity through their website. The use of natural, earthy color tones and imagery of lush, vibrant plants helps reinforce their focus on native and sustainable horticulture. The "About Us" section further solidifies this identity, emphasizing the company's mission to promote the use of native plants and their expertise in the field. Overall tone and messaging convey a sense of expertise, environmental stewardship, and passion for their specialty.

Their Facebook and Instagram pages do a great job of mixing different types of posts, including product shots of native plants, educational tips, and behind-the-scenes glimpses. The content on their social media is consistent with the branding and messaging on their website.

Overall, Tapteal’s online communication is strong, with no major gaps. They have a well-rounded digital presence that effectively supports their business goals. However, I noticed two small areas for improvement: first, a technical issue with the 'Order Seed' button at the bottom of the homepage, it currently just reloads the page instead of linking to the seed shop, though the 'Order Seeds' option in the navigation menu does work and takes you to the external site. Second, their use of Instagram Reels or TikTok is minimal, which is understandable given that native plants are only available at certain times of the year, and managing social media may be low in the priority list. Aside from these, their online communication is great.

Tapteal's Instagram page

Screenshot of Tapteal Native Plants homepage Credit: Tapteal Native Plants

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