Topic: Website Critique

Fill The Gaps—how Do We Make Our Site Kick-butt?!

Posted by anna.ruby on 200 Points
We want to make our website kick-butt!! Recently (the past 2 years) we rebranded our company and consolidated 3 different websites into 1. Because of all the changes being made, our website has become the beacon of IndoorMedia. However, we still are not displaying our industry stature through our website. We have hundreds of salespeople, each who tend to take the messaging into their own hands during face-to-face presentations, and so our website is the true-definition of who we are and the only place both our customers and salespeople can find that definition. Further, since we are relying on our website so heavily to educate all our audiences it needs to look stellar and be user friendly.

What critiques can you provide that will help us display our dominance of the market, strongly communicate our brand, engage our users, and all around kick-butt?

We are looking for actionable suggestions to get us from where we are now to where we want to be.

Bonus points if you give me your interpretation of who we are and our brand proposition!
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  • Posted by mgoodman on Accepted
    You may be trying to serve too many masters with one website. Your sales people probably need sales tips, processes, success stories, and selling tools, while retail merchants need to understand the unique benefit of hyper-local advertising and how it can fit into their marketing plans.

    Having a different landing page for each audience -- each with a highly targeted benefit -- would probably improve the effectiveness of the whole program.

    A separate issue is how each audience finds your website, how you promote it, and how you measure success. That's intertwined with how you deliver a kick-butt site. What is the goal, and how will you measure progress?
  • Posted by Jay Hamilton-Roth on Accepted
    I agree with Michael that you need to silo your website audience a bit more.

    As a minimum, your initial landing page impression should clearly articulate what makes you unique (Profitable & Proven ADVERTISING isn't clear enough). What type of clients see the best results? Where are they located? What results are typical? Do you guarantee results? Do you have case studies? Do you offer clients exclusive use of your services in a region (to prevent their competitors from also using your services in the same market)?
  • Posted by anna.ruby on Author
    Let me clarify a little.
    Our target audience for our website is our customers. For example, we really wanted to drive home that our programs are a 1-year commitment and you can see that reflected over and over again on our Register Tapes Unlimited page.

    This also prevents independent contractors from telling prospects that its a month-to-month service, because prospects can go to our website and see that that is not the case.

    So our audience is our customers, but our site needs to be just as beneficial for our salespeople who may not get good training in the field. Either way, it's the same message.
  • Posted by Shelley Ryan on Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!


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