Know-How Exchange : Website Critique

Hi AriRose,

You're nearly there with the page, but I agree with Karen, there is too much information there and you repeat yourself.

Aside from being the largest / most respected firm in California, what else defines your firm? Why would someone go to you vs. a Mercer or a Hudson? You need to think about what that is and state it, it will be more powerful than what you have now.

You can keep a section the main page about who you are, look at Hudson for an idea on how to integrate your photo and the company info.

I would have at least 3 pages: 1. Intro/About you, USP, Why California, 2. Case study where you can showcase your tools for success and 3. Contact us. Offer the option of your email so people can sign up.

Finally, a good way to generate leads is if you have any white papers / survey results you could share, ask people to fill in their email before downloading.

Hope the page is a success for your business

Hi,

The biggest piece I see missing is who you are specifically targeting (personas).

The entire page speaks about the company and how old and experienced they are... but no where does it bring in the site visitor where they know they're in the right place.

A test you can do (I believe I heard it from David Meerman Scott) is take what you wrote and put the competitors name in place of the companies... point being... you are looking like, acting like, speaking like and selling like everyone else... there's no clear differentiator.

The content is not of value to the reader because it's all about the company.

I suggest you take the time to truly explore the actual People you are wanting to engage - discover their challenges and problems and focus content towards solving these problems... then the site visitor will qualify themselves as being the target audience you want to speak with.

The bottomline point is... you have no content targeting your audience and the call to actions with phone or short form may not get people to take action because you are not engaging them you are speaking at them.

Lastly - there's no real marketing in place - it's a brochure with a phone number. I suggest you create a value-based piece of content and use it for the opt-in - also, creating and providing outstanding content without the site visitor needing to opt-in will increase the likelihood they will opt-in for more info, and you may be able to ask for more personal info as a result... although this you'll want to test.

I hope that helps!

Alan

Purely from a visual standpoint since I think the content comments cover that aspect:
1) Search box: put 'search' or something in it
2) Your opening paragraph: don't stretch it across the width of the page, keep it inline with the content below on the left
3) Group your form and the Call us info more 'together'. Form is just hanging there below the content and doesn't really follow your call to action that well. If they were more grouped ie: border around the statement and the form etc., they would be more effective
4) Human Resources Services include: is lost at the bottom. Perhaps move it up before your call to action to make your case a little more. For instance: this is what we do, and here is how you contact us. Right now its: Contact us... and incidentally, if you scroll to the bottom: this is what we do
5) The phone number looks 'Toll Free'. Might be worth mentioning that.
6) the 'Back' at the bottom of your page: its a javascript history back 1 script which makes no sense on the homepage. If I land on your homepage... where should I be going back to? Should be a 'top of page' anchor link perhaps and as long as your navigation is intelligent, you wouldn't need a 'back' link.

Just my 2 bits.
tj

TMI. No clear benefit promise. No sense of whether I'm in your target audience or not?

Landing page needs to be redone with a clear objective (and a specific target audience) in mind. Needs to be very single-minded about the benefit ... otherwise it's boring and irrelevant to everyone.

And what's the call to action? What do you want a visitor to DO? What do I get if I do that? WIIFM?

AriRose - So far all of the comments above - I agree with. I love the KHE community. Do you have A/B testing in your CMS? Is this a new landing page? If its not new how are your conversions on this page? If its not new and you have A/B testing you should try to make changes in parts. If its new I'd go back to square one and ask yourself what is your primary call to action (CTA)? If its to get people to contact you for information - I'd redesign the page around that focusing on something like CPEhr helps companies like your reduce HR risks. Give your reasons with the form directly following. The form should be as simple as possible. If you only need name and email - only ask for that. Also, set the expectation for what will happen when the form is completed: will someone call, will someone email? What will the call or email entail? i.e. - and introduction to your services, a consultation.

Also in the form I would populate the form fields with the content required - and above the comments section I would ask people to tell you what they are seeking. Here's an example from the site i manage on what I mean by the form fields (it makes the form tidier).

https://oshyn.com/landingpages/drupal-advanced-features

(btw yes there are issues with that landing page as well - the form should be totally above the fold...but that's another story!)

Cheers

K

Since you have analytics installed, what information is it telling you? How many people that visit your site contact you? What pages are they visiting. Focus first on getting prospects, then focus on increasing traffic.