Know-How Exchange : Website Critique

Dear Rob and Anne,

Generally, I'm not at all religious.

But every now and again, a sign slips through from somewhere that there might indeed be some kind of higher power.

In marketing, this kind of miracle is rare. It does happen. But not often. Here I am, minding my own business and then suddenly, a bolt of lightning singes my world.

I'm not a web designer and my modest blog isn't going to win any awards for its Flash animation. But one thing I do know is this:

User-focused content that's clearly written, combined with good overall layout that's solidly put together and coupled with simple, no nonsense straightforward navigation attracts clients and wins customers.

That's what a website ought to do. And that's what your site does.

And when you couple your site with the multiple landing pages you've mentioned, that's what your site will do for your business: attract clients and win customers.

The only thing I'd suggest changing is your header copy. But this is my only gripe with your copy:

Consider amending:

"Premium transcription service priced reasonably"

to read:

Same Day Transcriptions: The professional choice for professional results.

Two other things: Consider adding more testimonials as social proof from professionals in the sectors you are serving and make sure they're on the relevant landing pages.

And consider making more of your "Triple-Proof Accuracy ™" guarantee. This last point, when added to your testimonials adds more weight to your credibility.

Otherwise, excellent. When I'm in the market for transcription services (I'm working on some information products), I'll be in touch.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA

Robert,

You have worked hard to write the content of the site. A few comments that I trust will help you along the way. The content of the home page is inwardly focused, the word 'we' is in the text too often.

Think about yourself as a customer on another website and you see the word we, we, we, everywhere. You soon think “what about ME!”.

Your customers are interested in their problems and are not really interested in you until they are on the hook ready to engage. May I suggest that you revisit the content of each section especially the part about price? It is never good to be seen rubbishing the competition even if it is true. It is not perfect but for a start try the following approach….

"Transcribing your business meetings for your records can be a daunting task and full of problems.
Will you get the transcript back in a timely manner?
Will it have all the conversations of the meeting transcribed properly? And
Will the price be within budget.

To make your life easier we have developed a premium service that guarantees same day delivery, triple proof accuracy and at a price that is within your budget."

You can start with this and work on it.

I do think that you should include indicators on price. If someone contacts you and they know the price they will be a hot lead. I always advise clients to include price indicators on their websites.

You can find out more on Internet marketing in my book Internet Marketing how to get a Website that Works for Your Business which is available from Amazon.

I wish you every success with your business.

Kind regards

Nigel T Packer

Agree - it's a very nice website.

My only concern is the barrier created by a lack of pricing information.

Have you split-tested with and without pricing info?

Some people like to know everything upfront from the web then move straight to their first project with you.

Absence of pricing info might persuade that type of customer to transcribe elsewhere.

Your thoughts?

Rob:

First your site is clean and clear. It reads well, and navigation is obvious.

Personally I approve of your pricing stance, as it stops the typical price only crap that seems to be today's only marketing tactic (Yes, a little bitterness here) HOWEVER, it does turn away potential customers who are just trying to get a feel of the cost, before pursuing a transcription service if it meets their cost/value perspective.

The only jarring thing to me is the wording of your competitive feature comparison charts.
The use of a negative question with a tick response is confusing in this format, due I think to the negative/positive discord. I don't have an answer, but I would be trying to get a double positive, or a "No extra charge" format.

Also the large number of ticks versus nothing for the competition in the "above the fold" section looks phony or contrived - you are only comparing what you know the competition don't do. This is a good area to showcase why your company is superior (cost justification) by starting with the basic features and then building on with the extras you offer/provide at little or no cost.

Finally, beware of technical comparisons without explanation. I wouldn't know a HIPAA if I fell over it, and my HL7 Integration was lost in a bet. A quick "benefit" note on these technical terms would add huge value for the potential customer who wants to be informed.

Trevor

Hello,

your site made me rethink what I know about your field and I didn't see any reason on your HPage for a prospective client not to seek out the more refined next edition Transcription Software(s) that is being considered by many Private Clinics, especially non Union Industry. (I mention them because they often want the lowest cost regardless of the human cost ... so price is a consideration whether Software or Offshore Outsourcing).
Home Page ie: above the fold (newspaper term), a https://www.authenticatedtestimonials.com/process.aspx
segment/link would help if it can be done cleanly...for us tight wafflers.

Perhaps mentioning; what about your offer that is superior to software, may attract a few long term contracts who are considering investing in other growing segments of your indstry. (.... pehaps No learning curve for new software by client, you are live etc vs only a FAQ link in a Package, x number of sameday live consultations on content not just price etc....)

So the point I'm trying to make is well done but watch out for industry changes nibbling away at your base concept.

GoodLuck