Question

Topic: Website Critique

Revised Site For B2c, B2b, B2g

Posted by totem on 9/26/2012 at 2:44 AM ET 500 Points
https://rightresponse.org/indexRR2.php/

Completely rebuilt and expanded site based on 5 personnas which include B2C, B2B and B2G. Main goals were to:
• deprecate commercial program in favor pre-establishing relationship for free (try before you buy)
• provide more useful resources
• enhance credibility and interest in change
• building peer-to-peer community tools

Site has responsive design so it can be viewed on any device, goal-supportive layout and color palette, SEO and personna-based copywriting and site areas. Contact form begins relationship virtually.

Link above is for temporary location. Site is in final review and proofing phase. Note there are still a few watermarked images, final details to fill in and the search feature still lists pages for the old (currently-live site).

My main questions are:
• Is home page effective for multiple market segments?
• Is the site construction basic/friendly enough for novice Internet users, but feature-rich enough for experienced researchers.
• Does the copy writing strike a good balance between friendly and accessible with authoritative and confidence-inspiring?
• Is the site bookmark, linkable, tell-a-friend worthy?
• Is navigation effective? Specific paths are influenced, but choices also provided.
• Are calls to action strong enough without being overbearing? (all target market segments are historically sales-sensitive.)

Criticism desired. Any other observations welcome.
Looking to make live by end of week or so.

Thanks in advance!
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RESPONSES

  • Posted on 9/26/2012 at 7:49 AM Accepted
    * Way too much going on on the homepage.
    * Image/copy changes too quickly to allow visitors to read and absorb it.
    * Not sure if I'm in the target audience or not. (Who is this site for?)
    * What benefit might someone expect from engaging with the site?
    * No "human" connection ... all words and images of inanimate things.

    If I landed on this page, I would probably hit the "back" button, because I don't know if this is the right page/site for me or if there's a benefit I want.

    It's a combination of not communicating the big idea and trying to do too much without first presenting the positioning benefit.

    Who is your target audience and how would they have found the site? Maybe you need a set of landing pages, rather than this one-page-does-it-all approach.
  • Posted by Jay Hamilton-Roth on 9/26/2012 at 8:34 AM Member
    I fully agree with Michael's critique, specifically:

    Since your business name, tagline, and page title don't tell me what you do (or for who), I'm don't totally "get it". I understand "de-escalation" - but my key questions are:
    - Why would I need your training?
    - When?
    - Why should I trust your solution?
    - How effective is it?
    - Is it right for me?
    - Is it truly safe for everyone?
    - When would I use it?
    - If the eBook is free, what's the "catch"? What are you truly selling?
    - Can you share a story that showcases when your techniques would be appropriate?
    - You show some physical confrontation - wouldn't I be better off taking a self-defense class or dialing 911?
  • Posted on 9/26/2012 at 12:07 PM Member
    I also agree with Michael and Jay,

    The design doesn't do much as far as building credibility...looks almost like a phishing page.
    Layout is unnecesarily wide, images are too large and text is far too large.

    As stated before the images rotate way too quickly for someone to get the essence of the product being offered.

    B2B, B2C and B2G on one site? Absolute no-no! Three completely separate targets that need completely separate sites and strategies.

    If I was to stumble onto your site by accident, how would I know that your product would help me. Since one of your targets is the average consumer, who probably doesn't have a degree in behavior management or psychology, they probably wouldn't be familiar with the term "de-escalation."

    Your page should state more clearly (at the onset, read: your tagline) what benefit you're offering to the visitor.

    Again, each separate market will be looking for a different benefit.
  • Posted by totem on 9/26/2012 at 1:49 PM Author
    I appreciate everyone's time! And I know many of you responding from previous posts and trust where you are coming from.

    It is starting to look like subsequent critiques are being prejudicially influenced by the first, especially since the first critique is cited at the start of each. I am thinking of closing this now since critiques mostly mirror the initial one

    I spent a lot of time targeting the content and it looks like it is working! The fact that you don't identify with the content and want to bug out is a successful indicator that the content is targeted. I also spent time 'anti-targeting' the site to weed out people who don't fit the profile of those we can help. The people we can help are people who identify with the content on the site.

    I've got analytics which show direct links from specific keyword search queries (mostly related to de-escalation) to downloading the ebook and subscribing to the mailing list so I am confident that the content (on the currently live site) is speaking to the right people. Just how well this new version will drive will remain to be seen in the analytics once it goes live.

    There are a lot of comments above which give me issues to tweak for optimization. I will be slowing the scroller a bit since that is a recurrent comment among all the different test groups I am using now.

    BTW, the home page approach used is one repeatedly promoted here at MarketingProfs in various webinars (e.g. https://www.marketingprofs.com/premium/seminar_download.asp?semid=454) Think of it as a funnel or launcher to get the visitor to the content related to their specific problem (in part how segmentation is handled.) At about 600 words, I actually feel the home page is a bit sparse for good SEO.

    Thanks again for your time! I hope subsequent reviews take a fresh look at the site rather than being colored by previous critiques.
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