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Brick No109: Five websites to critique
By Matt Weston, Friday 5 November 2004 Don't leave me this way A couple of weeks ago, I got a very unusual email. It said somewhat bluntly: " Unsubscribe. I haven't found it of any use at all. Regards. " Oddity No1: The guy in question had been on the list six whole months. 50 something emails. But hadn't waved the "I haven't found it of any use at all" flag till now. Oddity No2: That very day, I had filed an otherwise pretty well received brick on website usability AKA how to make your site sell http://www.businessbricks.co.uk/brick105.htm My first reaction was, "Oh, must be a guy without a website". But on closer inspection he did have a website. And obviously I have to spare him his blushes for privacy reasons, but let's put it this way: He SHOULD have found something very useful in that day's brick. It took me only 10 seconds to see that his site was leaking sales by the gallon. It had a flash home page . . . a purely decorative trophy wife of a homepage . . . that choked my broadband connection. It took over 10 seconds to load, the online equivalent of blocking your shop entrance with a billboard. And then when it did load, it didn't "say" anything. Ironically that day, I'd also announced an experiment to help business bricks readers help troubleshoot each others' websites. Many of you are at the stage where you're about to launch or re-launch your website. And more still have what you could dub broken sites, i.e. sites that generate traffic but no sales. There's nothing wrong with that, so long as you put up your hand and admit you've got a problem. My experiment was this: If you had a new, impending or broken site on which you wanted feedback, then you could drop a few lines to this address and I'd post a selection of sites in a future brick (and, if the experiment worked, on an irregular basis thereafter in the Bric-A-Brac). Five websites to critique I've listed the first batch below, a Rogues' Gallery of websites that need feedback or need fixing. Apologies for the umpteen (almost the umphundred) I haven't got room to include today. They were chosen on a slightly ad-hoc basis taking into account first-come first-served, donations, and desperation of the plea. Here goes: (1) BABY EXPERIENCES Jenny Davis launched her site a couple of days ago. It offers the baby equivalent of a Formula 1 car experience or hot air balloon ride. (But fret not, no baby bungee jumping). Having spent 6 months developing the concept and site, Jenny says she's way to too close to it, and would love a detached critique from any bb reader. (2) KEN RICHMAN, COPYWRITER Ken used to be a copywriter employed full-time in an advertising & direct mail agency. He now works freelance for any type of business, large or small, and finds the site generates interest but few sales. Ken reckons this may be because the site is designed for creative directors, not the general market. He would like to get some feedback from small business owners on why his site isn't answering their needs, then he'll go away and redesign it himself. (3) LIFESTYLE MORTGAGES 6 months back, Gary Lester made this site himself with a template just to get something up and running. He knows it needs redoing, and wants something that works harder, generates enquiries and is less of an online brochure. Can you help? (4) PCNET ASSIST Donor Paul Cannon needs some help to make his website shake the money tree. His technology and training business needs a site that generates leads and sales. What do you think is the single biggest improvement he could make to the current model? (5) ROSE & CROWN ANTIQUES The first version of Julian Lovegrove's antiques and furniture restoration site has been live for about 6 weeks now. It receives about 40 unique visitors a day. Your constructive criticism will help him decide how the site develops. How to give feedback Before I leave you to it, a couple of lines on how to give feedback (you might also want to check out brick 51) (1) If you learn how to give good feedback, you learn how to get good feedback. (2) Start with a positive, and then state the single most important improvement you would make to the site. (3) Don't say you hate that shade of orange. Focus on what"sells" and what doesn't. Remember to sign up: back to top |
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