Know-How Exchange : Website Critique

The first thought I had is that it's unclear from the homepage headline/image who the target audience is. As I read the fine print I got the idea that the business serves doctors. But why should I have to read fine print to figure that out?

Second thought is that the website would be much more valuable if it had landing pages that are specific to what the target audience is seeking. How do you expect the right people to find the website? What are they likely to want? How would they express the need? That's what should be on the page.

Good advertising (and the website IS advertising) is all about the benefit the target audience wants, not about what the advertiser wants to sell them. Cut out half the words and focus on the big-idea benefit for the target audience.

Hi

my first impression was of an "ordinary" website. Trying to sell everything to everybody and focussing on nothing. I am not so scathing as Mike - however you should focus on the things your clients really need.

Which is of course a problem: what do they need of you? That takes time and needs listening. As I recall, you have some experience in this already, so you should know a little about the "pressure points" that they have. Address these clearly, with the biggest one emphasized.

I would also suggest focussing on the results you have had for others. Results are what people look for, not information alone.

Hope this helps.

M xx

Dun Con,

I am unsure of the legal requirements for the USA so my commentary would have to be tempered to take your legislation into account.

You are targeting doctors and other medical professionals. Do they know what a CFO is and do they understand the jargon in the financial services industry?

Ask yourself what is the most important thing that they want to do? I would say it is the same as in the UK - Pay the minimum legal amount of Tax. With this in mind have you considered making this the theme of the website? How you have saved so many of your clients unnecessary payments so that your fees are small in comparison.

Another reason for using a financial services professional is to get rid of all the paperwork that most people are nervous about in case they make a mistake and it costs them more. You can "win back your Sunday afternoons and spend them with your family instead of filling in your IRS forms"

I hope this helps.

Kind regards

Nigel T Packer

There is nothing on the site that tells me how he is qualified to perform any of the services listed.

Any accounting / bookkeeping experience?

Tax experience?

Investment advisory experience?

Any professional memberships or certifications in any of those areas? Why would I trust this firm?

What has your analytics told you about the site's effectiveness? How many visitors have provided you their contact info? How many of these have converted into clients?

As others have mentioned, it's not obviously clear who specifically you help, why they need you, and why they should trust you to help them.