Know-How Exchange : Strategy

I would take a look at LinkedIn.com and see what they have done . . . Their model is impeccable.

Michael Melone
Gumption Media

Not what I was suggesting.

Great points about "copying" being wrong and if patented...etc, etc. However, being creative if no one gets it probably isn't wise either. I looked at your site and my assessment is similar to the others. I went to the "sign-up" link and I didn't get it - what am I signing up for? And so I said, well, maybe this isn't the right landing page - I instinctively went to home. I still didn't get what it was. So I followed a few links by industry. I was exhausted clicking and still didn't get it before I made it to where there were companies listed. But, I didn't give up. I found the bottom of the clicks (many many clicks later) and low and behold, there were COMPANIES there. Oh, so this is a link to company contact info...great! But, I still don't know why I'd want to have the patience to go through all that. What are my benefits? Why wouldn't I use Hoovers or Thomas Registry? They provide more information with a lot less clicks - i.e. the interface is a lot cleaner - kind of what Cheryl Whet was getting at.

I tried to find some sort of explanation as to what your site really was and why it existed...I couldn't (and still can't) find a path to the link you submitted. I logically looked for an "About us" page or something. And the info link you submitted didn't have any benefits. If your clients don't perceive benefits, I would expect you would have limited sign-ups.

No, Google does not have an explanation of what it is...but for gosh sakes - it is SO well known now that it's a VERB - just GOOGLE it. I suspect in a few more years, it will appear as an official word in Webster's dictionary (it isn't yet...I looked it up to save everyone time). I don't remember if in it's infancy there appeared an explanation on what it was or how to use it for what benefit. I believe it grow via word of mouth because it filled a wholly unfulfilled need and those people who spread it told people what it was all about - having seen a demo from the creators. Oh, and I repeat: There was nothing mature like it available out there at the time.

Where you are is a new entrant in a market with a few strongly positioned competitors.

Hoovers: Front pages says, "Research Companies and Industries, Find Business People, Generate Targeted Leads" and if that's not enough, they have a "Take a tour" link.

ThomasNet: Search ThomasNet.com, the most comprehensive resource for industrial information, products, services, CAD drawings, and more

LinkedIn: Well, it has a little to tell me what it's about - "Find colleagues from previous companies on LinkedIn, Find everyone else you know who is already using LinkedIn, Invite your top contacts" - if that's not enough, it has a link front and center - 5 reasons why you need a network in LinkedIn.

And LinkedIn's BRAND - the name - says something and is consistent. American Digital Networks? I wasn't sure it wasn't a phone company. Then, the about us page talks about ADN search - which is labeled ADN1 by the actual search line. And the link you submitted above is for "BusinessPages" - that's a lot of names for the same thing and from a branding strategy will cause confusion and make establishing that brand much more difficult.

So, in summary, suggestions for improving your sign-up:

• Define the needs of your customers and how you meet those needs through clearly illuminating the benefits versus your competition.


• Make the website operation cleaner so that the person doesn't have to click so many times to get to the bottom where company information is provided.


• Simplify your branding - addressing your customers in words and images that affect them and communicate what you are all about. Make that brand consistent so clients will more quickly develop a mental impression of what you are.

I hope this helps.

Wayde

And, the truth of it is that people are email newslettered out.

Frank Hurtte