Question

Topic: Website Critique

Website Redsign

Posted by c_gabriel99 on 9/5/2014 at 6:20 PM ET 250 Points
We recently redesigned our site and would appreciate any advice on functionality and design. Also if copy is too us centered ("we") vs patient centered ("you").

www.betterbladders.com

The site is targeting the active mother with light bladder leakage that wants to enjoy her children or her recent freedom as an empty nester. We are not targeting the geriatric population.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 9/5/2014 at 8:26 PM Accepted
    Add a better title tag (your city/state/phone number, for example)
    Other than "revolutionizing bladder care", it's not clear what you're offering, and how you solve the problem. Surgery? Exercises? Education? Medical devices?
    Are people looking for a "bladder center" or for solving their "embarrassing/frustrating bladder problems"?
    On your site you mention both "one in three mothers..." and "33 million men and women". If you're focusing solely on women, make that explicit - and keep referring to women throughout your text.
    If you're focused on the "active mother" than also make that clearer - especially on your home page.
  • Posted by c_gabriel99 on 9/5/2014 at 11:31 PM Author
    Should a title on the home page be positive "regain control and freedom" or negative "are you suffering with week bladder control"?

    I'm thinking on front page:
    Embarrassed by Light Bladder Leakage?
    If so, you are not alone. 1 in 3 active mothers report weak bladder control. If you don't do anything, it usually gets worse. The Better Bladder center offers a non-surgical, pain free physical therapy program without the risks of surgery or drugs and an 87% success rate.

    Regarding the other points you made will start working on them.

    Thanks.
  • Posted by c_gabriel99 on 9/5/2014 at 11:32 PM Author
    Should a title on the home page be positive "regain control and freedom" or negative "are you suffering with week bladder control"?

    I'm thinking on front page:
    Embarrassed by Light Bladder Leakage?
    If so, you are not alone. 1 in 3 active mothers report weak bladder control. If you don't do anything, it usually gets worse. The Better Bladder center offers a non-surgical, pain free physical therapy program without the risks of surgery or drugs and an 87% success rate.

    Regarding the other points you made will start working on them.

    Thanks.
  • Posted by mgoodman on 9/6/2014 at 9:15 AM Accepted
    My vote is for the positive headline. Rationale: (1) People tend to remember the words and thoughts you use. When you use the word "suffering," for example, or the phrase "bladder leakage," that's what they will remember and associate with your business. (2) People might find the word "suffering" doesn't apply to them. It's a strong word. They might think something is [slightly] annoying and not really causing them to "suffer" in the common-usage sense.

    In contrast, who could not want "control and freedom?" Wouldn't you prefer that consumers/patients think of you as someone who delivers "control and freedom" rather than "suffering" and "bladder leakage?"

    Separately, I would note that the most effective advertising is single-minded (almost to a fault) and benefit oriented. Don't be afraid to repeat the target audience references and the core positioning benefit multiple times. It may seem redundant to you, but for people who stumble into your website it will give them the right message to take away.
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