A lot of the examples on this site are of very flashy websites which really innovate. However companies don't need to innovate, they just need to provide clear information.
Which is why I like this very clear and comprehensive site for Meindl, a company in Germany that makes walking boots (& yes, I have just bought some).
I like the common sense approach, the sections on the company history and philosophy, how to care for your boots, and the FAQs.
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