Know-How Exchange : Website Critique

Before you touch anything - what are your analytics telling you? Are you getting sufficient traffic & conversions? Why would you think that your blog & calculators would be an improvement?

When Jay speaks of analytics, he means results. Where are your visitors coming from - and why.

More to the point, your page would make a fantastic landing page for a paid (PPC*) campaign. In the blurb you have actually conversed with your reader - and that is something that most websites don't even think of, let alone do. So my suggestion would be twofold: improve the copy to speak directly to the kind of guy you've got in the picture. Many trucking companies are run by ex truckers after all, and if that's your target market, find out what they like.

Secondly is your videos are engaging and interesting - now whether speaking to a fifty something owner of a bicycle is going to help you in this, I don't know. You need to test this to see which your target audience likes most - then do more in that style. Some may not appreciate the cab of a truck being used as a hand trolley ;-) So have each as the link to a page of its own - and see how many go to that page and STAY THERE. Coz that's the sort of thing Jay's trying to get at when he points to "analytics".

*The new Facebook advertising algorithm would be a fantastic start for you. You can target owners of truck owners (I'm not sure if you can target down to their make and model, you can do that with their cars - you can literally target owners of Mercedes 360s).

There's FAR too much visual information on your home page and you speak about yourself 1,000% more than you speak about your ideal client (I know this because I measured your against a content tool). Who is the guy in the hat? If he's your spokesman, let's hear him speak. Tell us WHY you're the best company to get a quote on truck insurance from.

I suggest you omit EVERYTHING below the paragraph that ends: "Every one of these agencies have been in business for a very long time. All of them concentrate on transportation insurance." All that scrolling isn't necessary. Anything below this point can be tabbed or accessed from a drop down menu.

Your introductory video "We have some trucking insurance info to share" could start automatically, and you might want to place your social media links at the top of the page, along with a "Get a quote fast" link.

Wow, I love that. I also want to remove much of the content but I am worried about SEO rankings. Maybe I should hide it somehow without reflecting on the SEO.

Wait one moment! You say that "Right now we are on 2nd page for a very generic term such as: trucking insurance." - what is the use of being on the second page of a term like that? Especially when you could hit Google #1 page 1 with a term like "I need a sensible insurer for my truck fleet".

Because if your audience is anything like the guy in your picture, that's the sort of thing they'll be putting in the search box. What's more it's a hell of a lot easier to rank for these terms because nobody else thinks to speak to their customer. In fact as far as I can see, they're all marketing their products to the other members of the directors' board.