Forums: Discussions for entrepreneurs and small business.

A client of mine had us design a really simple site for her - she absolutely loved it and it was exactly what she wanted.

Until she got this one comment on it. (Isn`t that the way it always works?)

In any case, someone told her that the graphics on the site (which she totally loves because they work for her feeling goals: "getting back to nature", "earthy", "metamophosis", "welcoming" and "getting in touch with your innner self") would be a turn-off for any male corporate types who also happen to usually be the decision makers. She is a speaker, but she doesn`t want to do talks in a corporate setting ... however, she would like to be invited to speak at corporate retreats and outings. Her other audiences would be seminars and private retreats.

So ... thoughts on this? She asked me to submit it for review, and then I will send her the link to this thread to think about her marketing some more. She is new to this particular business, and is still refining her ideal customer and her program goals.

Karen Leffler, Speaker

Hi,

I`m not sure the graphics would make someone not choose to work with her. A design will negatively influence the decision if it is not user friendly. And a purchase decision will not be made if the site does not "connect" with the viewer - provide for their needs or for what they are seeking.

That said, my first impression is... is this site about butterflies? I think her photo should be dominant in the page rather than the butterfly on the left (it is larger than her photo).  You might remove the butterfly outlines from her photo too.

The home page content could be expanded. Certainly there should be a call to action. Also, the additon of a form page to complete rather than just an email link.

The home page should "inspire" the viewer to contact her

~Roland

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Not sure what to say. I`m a very typical male decision maker and I have no problem with the site graphics at all. Not sure that it would influence my decision either way. Beautiful design as far as I`m concerned.

This is like the question of appropriate business dress. As long as you`re nicely dressed, well-spoken, and polite, there really shouldn`t be a problem. The site all three. There is some institutional sexism [ just a little, right! ] in corporate America but that won`t change until people are a bit more fearless. So this design is a bit more fearless and I think that`s great.

The site is also better differentiated than the mindless corporatism and hype that infects most sites of similar purpose. Really nice in my opinion. Ever been to McKinsey and Co. website? Sure they`re a blue chip consulting firm but their site is dry like toast. So are their articles. Not interesting and I unfortunately have to spend some time each week reading their dry toast literature. No butter allowed!

So I would keep the site as is. It`s a nice change and thoroughly professional.

From a female perspective?

It DOES look like it`s for women only and I think the typical male wouldn`t even take the time to look beyond the butterflies.

IMO ~ I think it needs something that appeals to both genders, something more neutral yet eye-catching.

There are alot of empowerment speakers and coaches out there and it`s going to be tough to compete so the site needs to grab the attention of even the most discriminating viewer and needs to send a stronger message or it will get "lost in the crowd", so to speak.

BTW ~ I have nothing against butterflies.

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I think it is a fine design and looks great.  So it`s more feminine in style than masculine.  She`s a woman!

The point is that the site looks professional and the content well presented.  Any smart professional decision-making corporate male will be impressed by a solid presentation over how many girly butterflies are in it.

If you ask me, the comment your client received is based in fear.  It sounds like one of those underlying I-wouldn`t-do-it-this-way-if-it-were-me kind of responses.  I think it`s an ignorant comment and slightly sexist.

Also, this is an instance where the design is to reflect the person and what she offers, not necessarily that of her clients` sense of style.  That is an important distinction.

* By the way, I do think there are too many butterflies in the site.  Mainly the three below the left nav column are overkill.  This is just my opinion as a designer and has nothing to do with the above comments.  On the other hand Nikole, I think this is one of your better sites.  :)

Sounds like your client is living her life on stereotypes, bias, and superficialities. Not much you can do about it, and so leave it up to her to explain to you what she means (feels she means) by the term "corporate decision-maker."

As for the site, I see no problem with it as it is, other than a sort of strange contradiction between her photo in a business suit, versus the graphics of the site looking like a teenager`s diary. :-) On the other hand, the graphics go well with the whole touchy-feelie kind of site basis.

Steve, what a crackup. Ira did an amazing job on the cards to match this too - the client was very smitten with the whole thing. I am making her retake her picture though, so we can make it a bit bigger and get rid of the butterflies there. She has this great, warm smile and a really cheery personality ... and I told her the picture she sent makes her look about excited as one would be going to the dentist. So ... there will be a new picture eventually. 

If anyone has the time, the radio interview she did (linked from the media page) is nice ... she`s really into personal growth, which is why she fought through her fear of speaking to become a speaker!

Thanks for all your input on this - I will pass it along.

I think the site speaks more to different types of people, rather than the sex of people (gender for the sociology grad). If someone aligns personally with her message and how she presents herself as a person, then that is much stronger than the simple division between men and women. It is stereotypical to assume a corporate business man would never book her because of the butterflies on her site (which in my opinion is too many - if you`re looking to emphasize metamorphosis, the butterflies are a great example, but too few people would pick up on the symbolism I think). Her message is great, and if other people feel the same way, she`ll be just fine. Plus, I bet she is much too enthusiastic, positive, and optimistic for the traditional "corporate business man" to handle anyway. 

Wonderful post EmilyP! Right on the mark.

It`s a bit funny that not so long ago, Time magazine printed a leading article stating that there seems to be a difference of some sort between men and women. Everyone was shocked, and I`m still recovering.

Building on that, though, there have certainly been a lot of real research studies done that show how men make decisions differently than women. So it seems to me that if this client wants to bring in both types of decision makers, she might be diluting her brand? Isn`t that a marketing concept?

In my own experience, when women talk about the process of making decisions and planning, they focus on areas I tend to hold as secondary priorities. Yet I know enough about women executives to understand that the discussion is on target and makes sense for those women.

So why does this client want to attract male decision-makers?

What`s even more ironic is that the lead-in on the site is thus:

Isn`t it odd that here`s someone who`s geared up with purpose, direction, specific advice, and so on, who suddenly goes into a whirlpool of self-doubt based on one, single comment?