I think I`d agree with BlondieBlue on the content being a bit
uninteresting. I didn`t mind the gray bars, they sort of keep with the
simplicity of the site, but the text (copywriting) could use some help.
I also tend to agree that generally, a sans serif font is better on the
One thing you can do for sure is to make your pictures have links, as well as
the link text below the pictures. In today`s culture, I think most
people tend to expect to be able to click a picture itself and get
where you want them to go.
Overall, the problem here isn`t Web design, per se. It`s rather about
making your product and your company interesting! I read as much as I
could take of the site, but never got any sense of *why* should I buy
one of your products?
I don`t mean the features and benefits! I mean.....what problem am I
having, right now, sitting in my home, foolin` around on the
computer....that would make me wish I had an air filter!?
So many sites have this same problem. They think they`re selling a
product, but the viewers are looking to solve a problem. Nowhere on the
site is there any reference to the immediate problem (I mean generally
on problem sites).
Right now, here`s "the problem" you`re focusing my attention on (restated for example clarity):
You are a manufacturer and you have air quality issues! We`ve got answers.
Even if I was a manufacturer, what does "issues" mean? And how do
"issues" have answers? I thought questions have answers, don`t they?
Maybe I have air-quality PROBLEMS!....? If so, those aren`t questions
either. I want a solution, not an answer.
Look at it differently: One morning, you woke up, leaped out of bed,
shouted, "EUREKA! I`m going to solve the world`s bad air problem by
selling high-quality air cleaners!" Right?
First off, how many people right now have a burning throat, concerning
problems with air quality? Are you targeting them directly? "Sharper
Image" is going after medical problems associated with air quality. So
How do you separate out your target market? Who are they, and more
importantly, who is The Decision-Maker? They`re sitting at their
computer: What are they worrying about?
(Just reading Nikole`s post about Techshop
, there`s an excellent example of how a viewer`s problem is clearly outlined immediately.)