Know-How Exchange : Website Critique

My goal is to tell what I sell immediately. Even to those who come to the site by mistake. Sure there will be known sources of leads. But I don't bank on someone's keyword or referral from some other site to make them educated. I can easily be more descriptive and obvious in communication about what we sell. But as Peter suggests, maybe the humor needs to take a substantial back seat to e-commerce, not just a de-emphasis. That's tougher to deal with as I was hoping to create a unique brand with comedy.

Next question: how well does the blog and forum communicate? This would finalize things so I could go to the next step. Yes people will be coming into the blog and forum from many external locations, ultimately.

Yes, Moriarity. The site's aim is to collect and retain visitors who are in ANY position to buy. Extremely early to immediate. In fact there is a sub-plan to target those who are planning to make investments in their eating areas.. as they progress from plans...design, build..and eventually buying all the equipment we sell, accessories, then food, and supplies and maintenance. Womb to tomb. Even when they're done... we've got recipes and many other consumables to keep them happy. The jokes...sliders, one-liners on the blog, and illustrated cartoons for the blog body will be better, and original... by a guy who wrote for Jay Leno and Seinfeld. So we have a branded comedy act.. when the archive of humor matures we'll sell the humor on gift cards and T-shirts.

But obviously I wanted feedback on how the heck this site is perceived, at a general level. That's the first thing. And I continue to welcome more replies on perceptual and navigation issues.

I could not expose the site earlier because communication was much, much, much worse than it is currently. But I'll take you up on that idea soon. I'm not hearing about problems in other areas, yet. Anyone?

Where are the pictures of happy/satisfied customers interacting with your products? What is the COMPELLING BENEFIT? What's the emotional payoff for your target audience that will make them want to become customers?

Customers buy where they're comfortable. A superior user experience is where that happens. Product assortments and categories that make sense. Clear photos with good descriptions so they know what they're buying. Easy navigation, site search, data sorting. And for those who are less than convinced they know what they're doing, we offer high credibility due to industry focus by way of products and blog content. Emotional value is also found in our community. My hope is humor adds to the experience and pass-along inclination. And the least is does is make the site other than nondescript. The site is not overly convincing yet, but this forum will help to get it there and my thanx to all involved.

All the criteria you cite are not wrong, of course, but where and when do you get to the positioning benefit? To my way of thinking, the unique positioning benefit and emotional payoff (for your target audience) trump everything else.

It's an odd phenomena. I know exactly who the customer is, and where or how difficult it will be for him to find similar help. Translating what I know, and the vision, is a transitional thing. I'm getting there.

Don't ask me why it's so tough. Hang on.

People - the site is an embryo! Only infinitely small pieces of the content are avail now. I implied this at the start. The purpose here initially was higher level. Visual and perceptual only. I got your feedback on that. Thank you.

A - Targeting plan.

Customer #1 Landing spot = BLOG. Looking for ideas on a vague vision of price and features. Wants a new backyard eating setup... $500 to $15,000. Already has a deck or patio. Our landing spot is the blog where we will give design, size, quality and configuration examples.

Customer #2 Landing spot = FORUM. Has graduated #1. Now is committed and seeks help in construction issues. Our landing spot is the forum. Sometimes technical, sometimes strategic, maybe people flow issues, costing alternatives and related. We will have an expert contractor here to answer Q's.

Customer #3 Landing spot = E-COMMERCE. Has an installed base. Maybe it's just a $400 grill or a $3,000 grill with an elaborate island. He's looking for accessory products like table lighting or plate-ware, or maybe he wants to experiment with wood grilling or smoking..maybe trying elk or bison. Maybe he wants to grilling with cedar planks. We will have all these products.

So there's a timeline starting at current and progressing. We want to grab prospects at any point along this line. At the top of the blog and forum you'll see the help we're giving. It's as plain as day.

B - Site Navigation & Visuals
The home page will shorty say, at the very top - "For Every Step in Your BBQ life." If my accommodations in all 3 stages above do not convey every step, then I give up.

The overall challenge is to provide the right messaging at all 3 landing zones to bring the prospect to the next respective step. I'd say that you folks think I'm doing a lousy job at this messaging. I'm open for suggestions.

By the way, there are only few online places to get the specialized help we're offering in the forum. What's out there is hit and miss.

Although it is easier to find design ideas for outdoor eating areas in blogs, and BILLIONS of pictures are available in G Images, Houzze, Pintrest, etc... I'm offering a way that's never been done to view the entire outdoor kitchen industry at a glance. Price points and materials included. This industry is fractured and ill-presented posing serious complexities for those starting out.

KAS took the chance of insulting me to greater heights than the rest of you. So she wins. I get it, and will re-post in 3 weeks. She's obviously an experienced e-Bay'er since she replied the fastest to my last call for help. Thank you all again and Happy Holidays.

No problem at all. I'll be back.