In comparison, Goeller's office supply, a small family-owned business in Virginia, does not have a clearly defined purpose, making it difficult to research and purchase office supplies. Unless you live in Virginia, it may be difficult to find this site, as it was found at the bottom of all search engines. The site seems to only target their repeat patrons, while failing to reach out to prospective consumers. Goeller's home page does not appeal to the typical customer. Scattered, pointless clip art, poor choice of colors, and overlapping dimensions make it difficult to use this site.
Navigation is also another drawback to the site.
There are broken and misleading links, as well as dead end pages. Many of the graphics throughout the site are also misleading. The link to delivery contains an image of a truck that confusingly leads to a table of contents, leaving the user frustrated and discouraged with the site as a whole. Goeller's site is so poorly done that it makes purchasing supplies troublesome and would probably send a prospective customer to another office supply company. Soft drink web sites have a completely different purpose from that of office supply sites.