For a brand that is all about connecting with people, Hallmark.com surely does not live up to expectations. Overall, the entire site resembles a cluttered rack of greeting cards, the equivalent of death condolence mixed in with wedding congratulations.

At first glance, the homepage appears neat and simple with the offerings of the website being highlighted coherently. However, there are several links on the homepage, which lead to the same page. It might be useful for the site’s designers to remove some of the sub-links that appear in the bottom navigation bar, to ensure that the information presented is not repetitive.

For those unfamiliar with the Hallmark brand, the Hallmark Gold Crown section definitely creates confusion. Featuring gifts ranging from ornaments, home décor items and stationery, there is no introduction to the sub-brand. A short note might help in familiarizing the e-visitor with Hallmark Gold Crown as a range of specialty stores; subsequently highlighting the loyalty and gift card programs under this section will help users make the connection.

The Ideas section in the homepage is probably the most unique feature of the site. The section contains interesting snippets on how to celebrate important occasions. If you’re looking for innovative ways to celebrate your kid’s birthday or feel lost in what to give a newborn baby, a visit to this section offers countless options. However, it might be a good idea to remove the card stories from this section as it doesn’t flow well with the rest of the content.

The brand does a less exemplary job of highlighting its 100-year legacy in About Hallmark. Information is haphazardly arranged, with much of the company history hidden in the Press Room.

The e-cards section is probably the best developed area of the site. The “shelves” display a wonderful range of e-greetings neatly arranged according to occasion. Given the abilities of digital communication today, Hallmark does well in developing this feature. In terms of content and imagery, the Hallmark site seems perfect. The site’s visual display of its products using high-resolution pictures will surely convince the most indecisive shopper. Free membership entitles users to special discounts and bonus points with each purchase.

While Hallmark strives to deliver on the quality of its products, the site could use better organization of its contents to ensure that users browse with ease. After all if it’s the sentiment that counts, that sentiment shouldn’t be frustration.