Brilliant site design. You have just enough words and certainly you succeed in terms of clarity, simplicity, and straightforwardness. I don`t really like the copywriting but you`ve done a great job nonetheless. [I should go on the record and tell you that I am a layout/copywriting fanatic.]
There are a few minor inconsistencies with respect to look and feel but I doubt your customers notice/care. [I should also go on the record and tell you that I`m *incredibly* picky about design and I`m a fairly rabid minimalist.] My single complaint: I have poor eyesight and I tend to dislike sites that don`t let me adjust the text size. However, I can read your text at its current size.
The online demonstration really reminds me of SugarCRM. Have you guys customized a SugarCRM installation or have you written your own? I`m just curious, it`s neither here nor there for me.
Before you consider my comments, first think about whether or not your site is effective. If your site is already effective, that is, if it`s converting prospects into customers at an acceptable rate, then please ignore everything I have to say. You guys have done a really good job already. Also, I`ve included some sample rewrites, but I haven`t had enough time to really make much of it sparkle.
1. The Front Page
Simplicity, Functionality, Affordability. Seems like a basically random selection of words that attempt to highlight your offering. I definitely like "Simplicity" and "Affordability" but I really don`t understand why you chose "Functionality". That`s a very abstract concept, whereas "Simplicity" and "Affordability" are very concrete. I would replace "Functionality" with something else. What about saying "Simple, Fast, Affordable"? It`s easier to read. In fact, you don`t even have to read it to understand.
On the other hand, "Secure, Reliable, Easy To Use" are three excellent word choices that clearly and effectively communicate some of the attributes of your offering. The large heading that says "Online CRM for Small Businesses" is decent as long as the prospect understands the concept behind CRM. I might change this line to "Organize Your Critical Business Information*" because that really highlights your offering.
Last, "We Share Your Passion for Customer Satisfaction", while decent, is basically generic. People are tired of hearing about people who share their passion for customer satisfaction. It`s a worn out idea. People don`t pay attention to worn out ideas. In general, I don`t really understand how CRM software increases customer satisfaction ... though I`ve certainly heard a lot from the CRM industry about how CRM software is "supposed" to lead to increases in customer satisfaction and profit and so forth. I`d rewrite this to read: "*Well Run Businesses Have Happier Customers". The idea here is to avoid copywriting that seems like copywriting and stick with clear, precise, simple truths. Just common sense. Plus, the idea that well run business have happier customers really resonates with people. People just *know* that it`s the truth.
2. What You "Do" -vs- What You "Offer"
What you do -vs- what you offer is such an overlooked concept. Grocery stores "do" a lot of things but what they "offer" is very different. Grocery stores "do" strategy, payroll, marketing, distribution, accouting, etc. Grocery stores "offer" something else entirely. They certainly don`t offer payroll or strategy. What is the real benefit of using CRM software? I don`t mean "benefits", I mean "benefit". If I use your product or service for a year, how will my business improve? Will using CRM software really increase customer satisfaction in my product or service? Or will I simply be more organized? I think there is a possibility that the real benefit of CRM software - a better organized, better run business - is going completely uncommunicated. In the meantime, you are communicating about a benefit, that in my opinion, CRM software really can`t deliver ... customer satisfaction and profits. On the other hand, I absolutely believe that a well-organized business tends to be a well-run business, and well-run businesses tend to have happy customers and profits. Just a thought.
3. The Products Page
You spend a fair amount of time, basically the entire page, explaining CRM. If you feel that CRM needs a lengthy explanation, then you probably need to modify your front page language because you already understand that at least some percentage of your visitors arrive and have no idea what CRM means. However, you`re actually using an almost perfect strategy in that your front page is very simple and you`ve decided to leave most of the information on the products page [and other pages]. By no means should you attempt to add any more information to the front page. Shall I repeat that just in case? Do not add any more information to the front page.
Visually and copywriting-wise, the text paragraphs on this page look sloppy and use far too many words. For example, "The goal of using CRM technology is to increase your revenue, improve customer satisfaction, stay competitive, and realize profit. All businesses, large and small, need some way to achieve these goals." I would rewrite it along these lines: "Ultimately our CRM technology offers superior organization for your business information. Superior organization results in a well-run business. Well-run businesses have happy customers. Happy customers spend more money and tell their friends and colleagues." I would avoid the tendency to emphasize profit, customer satisfaction, and competitive edge as direct benefits because I don`t think CRM really delivers these directly. CRM has an indirect effect. You shouldn`t market indirect benefits unless you know how to connect the indirect benefit to the direct benefit in a way that your prospect understands and, most importantly, believes. In my version, the benefit ... superior organization ... is very clearly connected to profits and customer satisfaction.