Know-How Exchange : Website Critique

What confused me initially is the "Access Your Workout 24/7". This made me think that this was an online workout program, yet the welcome video pointed to local classes. After reading a bit more, I see that you offer both, but I don't see samples of the online program, who it's geared to, if I need to buy a Total Trainer, etc.

The home page is too busy for my taste. It's trying to do to much: sell online program, sell local classes, sell certification, etc. Can you make it simpler to figure out what offering is right for your website visitor?

The page lacks focus. You're trying to appeal to different audiences with a single page, and as a result you offer everyone more than they care about.

I'd simplify the homepage and use it to segment site visitors so that they each are directed to a focused landing path that gives them exactly what they need/want.

Question: How do people find your homepage? What do they see/read that gets them to your site? What benefit do you promise them?

If you know how an individual learns about your site, you can direct them to a targeted landing path instead of a homepage with more information than they need.

Your conversion rate will increase dramatically if you use a focused landing path approach rather than the generic homepage for everyone.

I think you should make 'Testimonials' a main menu item rather have it buried in with your 'about us' section.

'Join Us' is easily confused with 'Mailing List'

Overall, much of the site navigation is pretty ho-hum. I'd work on finding some new words that drive traffic or entice traffic to drill down deeper into the web site.

Content: You have a lot of 'TELL', very little 'SELL'. I think much of the web site content suffers from routine 'this is what we do, this is what we offer', and frankly it doesn't inspire me to want to buy. I get lots of information that tells me what you do and what you offer, but this content simply does not 'SELL' me. I would study which 'sales pitches' are working for you in person and translate those conversations into content for your web site. Really, selling on the web is simply salesmanship in print.

The blog area is VERY minimalist. Its not your regular blog (and I don't mean that in a good way). Your blog is basically a list of headlines which forces me to pick and choose or drill down into EVERYTHING to read. While this section may be built on WordPress, you certainly don't get the full functionality of WordPress in this area of your website. I'd rebuild this area of your website to utilize, more of the look, feel, and functions of WordPress.

As for the members only area, I see this is another area utilizing the CMS WordPress. I don't think this is really the best choice of software for this part of your web site. Members and online training tend to suggest INTERACTION and two way communication via the web site. Using wordpress is here would bring more of a blogging with comments interaction, a valiant effort, but NOT the right choice. You need a 'Forum' type software like Vbulletin, SimpleMachinesForum which can handle much more in the way of 'conversations'. Conversations can be organized by topic, thread, or meme easily within a true forum type software. This makes finding conversations you want to participate in easier, and makes the overall experience more organized.

More videos: Buy yourself a bloggie and make more videos. The more you can show your system and products at work, I think the more you may sell. I DON'T mean fill your web site with videos aimlessly, but to support (sell) your services and products. A few before and after video testimonials may help, a video of someone using your equipment, etc.

And, tell your web guys to drop the badge they added to the footer of your web site. Are they giving you a discount to promote their services? I know artists like to sign their work, but sheesh..badges are just so passe. Its YOUR web site to promote YOUR business, not theirs.

I hope this helps you.

Darcy Moen
Customer Loyalty Network