Know-How Exchange : Website Critique

KSA has some good points regarding mechanical design, but her most important comment is:

"Forget the 'what you do' and get down to the 'how it benefits my prospects.' What is the benefit of Wealth Management or Physician Corporations?"

Your homepage fails to identify the target audience or describe a benefit for that target audience. Why might a physician want to read further? It sounds like you're either a financial person or a "CFO" (if they know what that is). And with a name like "MyPhysicianCFO" it might even be for patients who need to deal with their physician's CFO (if they can figure out who that might be).

Net: You're too focused on what YOU do, and not focused on the BENEFIT you can deliver to your target audience.

Have you interviewed a reasonable sample of your target audience? If not, you might want to start with that. Talk to a dozen people in your audience. Don't try to sell them anything. Just ask a few high-gain questions. Listen to what they say. Take detailed notes, using their words whenever possible.

When you've completed at least 10-12 solid interviews, step back and review your notes. They will tell you what your target audience needs and what words they use to describe those needs. You'll know what the emotional triggers are.

And then you'll be able to frame your offering in a way that will be meaningful -- even compelling -- for your target audience. It will change the way you present yourself to them ... and it will lead you to a much more effective website.