Topic: Website Critique

Prosthetic Website Review

Posted by saratogahiker on 50 Points
This is a website currently in development for a prosthetic company; just looking for a review from some other people. It currently isn't mobile-friendly, so for now please review on a desktop.

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  • Posted by Jay Hamilton-Roth on Member
    What does your client think of it?
    What was your goal/approach for this site?
    What knowledge do you have about competition's sites?
  • Posted by Gary Bloomer on Member
    If I need a prosthetic limb and the first thing you tell me on your site is:

    "Mountainview Prosthetics, Inc.

    A full service national fabrication facility offering professional, custom fabrication of Prosthetics with CAD/CAM service readily available."

    I'll go somewhere else.

    No one cares about what the company does: they care about how you'll improve their life.
  • Posted by mgoodman on Moderator
    Who is the primary target audience? Is it local specialists/professionals (e.g., surgeons, physical therapists, etc.) or end-users/consumers (i.e., amputees)? The benefit will be different for each of them, and you want the website to feature the key benefit for your primary target audience.
  • Posted by saratogahiker on Author
    The end-user is NOT the target audience; it's professionals from around the country. And it is vital to let visitors know upfront what the company does so there isn't any guessing.
  • Posted by Gary Bloomer on Member
    "The end-user is NOT the target audience; it's professionals from around the country."

    Very well: what KIND of professionals?
  • Posted by mgoodman on Accepted
    Shouldn't the primary image on the homepage depict the target audience interacting with your product/service? Don't you want them to feel like they are at the center of the relationship you hope to build with them?
  • Posted by saratogahiker on Author
    The audience is the Dr looking to purchase prosthetics for their patients. The hero image was specifically chosen by the client and represents an outcome for the visiting Dr's patients.
  • Posted by mgoodman on Moderator
    The fact that the image was chosen by the client doesn't make it the best image for generating interest among the target audience. Can you set up an A/B test in which you rotate images as the only variable? I'd bet a chunk of change that depicting the doctor fitting a prosthetic on a grateful patient (A) will outperform the hero image (B). (Showing the target audience being appreciated ALWAYS wins!)
  • Posted by saratogahiker on Author
    I always urge A/B tests - if and when they're able and willing to pay for them is another matter. :-) Thanks for the feedback!
  • Posted by mgoodman on Moderator
    I'll bet the cost of the test that "doctor-fitting-a-prosthetic-on-a-grateful-patient" will beat your client's "hero-image." We'll have to agree on the appropriate metrics and methodology, but that's how confident I am in the outcome.
  • Posted by Gary Bloomer on Accepted
    How many doctors have you spoken with, met with, asked for input from?

    In terms of prescribing prosthetics, what top three things do doctors have front and center in their minds when buying these kinds of products? And, more importantly, how does the company making these items cater to and exceed a doctor's needs and expectations?

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