What I`m looking at is the landing page. It has a heading, then four
"blocks" of text on a gray cell background. It`s the "About the
company," "Who are we," and so on.
Being that I`m NOT looking for ISO, and that I`m guessing toward an
empathy with engineers, I`m saying all four of those blocks should be
removed from the front page and put on their own pages. Each resulting
page would have its own nagivation button to the left, in a standard
So what would take up all that empty space of the front page? I dunno,
`cause when I tried the "More..." button under the Earning your
Business," it didn`t go anywhere.
What I`d like to see would be a 12-pt typeface that VERY quickly tells me something to effect:
- We walk your company through the ISO certification process.
- Automate the process
- Resolve "X" standard problems easily, quickly, and efficiently.
In other words, a sort of executive summary hybrid-sales-pitch that
subsumes what you`re saying in the gray blocks but can be read in 5
If you have a screen shot or any kind of product picture that depicts
exactly how fast someone can use this product, that could go there in
place of whatever it is in the graphics down below.
Finally, and still above the fold, a 1-paragraph sales pitch as to the benfits of becoming a member.....for free, I assume.
I may be totally off-base in my profiling of your typical customer, in
which case you`ll know far better than me. But it`s that profile I`m
generating. Getting into the mind of the customer!
Too many Web site owners are in their own mind, failing completely to
understand things from the point of view of the potential customer.
They think they understand their customer, but when I ask them for a
quick "character synopsis" as I would for a novel`s character, they
draw a blank.
Example: It`s midnight, I`m an engineer, and I`ve just finished
Prototype 12 for my new calibrator. I need to get going on that ISO
crap, but I`m tired. I was going to ask Jackie if she`d get the
paperwork started, but she quit. The bank`s after me for the last two
loan payments, and I`m not sure if I`m going to have enough to keep the
factory open if this prototype doesn`t pass muster. I`ve got that
presentation in San Diego tomorrow, but this frickin` ISO process is
making it hard to sleep. I wonder if there`s someone else who can help?
"Hey...what`s this? Here`s a company that talks about ISO. Lemme look real quick."
At that point, you have 4 seconds to resolve the guy`s problems for
him, help him sleep, take a load off his mind, and get him signed up.
Your current site doesn`t do it, assuming my profile is anywhere close
to your target market. If it`s not, then what IS your target market
character synopsis? :-)