When customers start telling you that it’s time to update your website, you’ve waited too long. That’s the position that Chris George, CEO of Think First, was in when he emailed us asking to be considered for this edition of By Design Makeover.
“We established our website (http://www.thinkfirst.us) in 2005. We have grown tremendously since that time and have not updated the design or content of our website. We receive comments all the time from prospective clients that tell us that our website does not have a lot of information about our company. We are in desperate need of a makeover,” George wrote.
Well, you came to the right place. It just so happens that makeovers are what we do here. As many of you know from past issues, the first step to a successful makeover is to review what your current page has to offer.
In reviewing ThinkFirst.us, my first thought is that the logo is nice and professional looking, but a bit generic. This leads me to look around for a tagline or some other element that will tell me what this company does. Before I get to that, the animating center section catches my attention. It starts off with, “Copernicus didn’t start the earth revolving around the sun.” Next frame, “Isaac Newton didn’t make the apple fall.” That’s clever. I see where they’re going, but I’m still not sure what they do. I see some buttons (or what appear to be buttons) under that section: Technology, Process, People, Innovation. I try to click on those, but they aren’t clickable.
Finally, I get to a tagline of sorts: “Unlike consultants, we’re experts who create and implement IT strategies that allow physician practice groups to meet their business objectives.” That’s quite a mouthful, and still doesn’t tell me much about their services.
Unfortunately, besides a clever marketing animation, this home page doesn’t have anything that leads me to believe that these guys have the expertise to take my company (or healthcare organization, since that is their primary market) to the next level. How come there’s no real content about the company or what they offer? In order to create a site that is useful for visitors and potential clients, this home page should include a company overview, their services, consultants’ bios, testimonials and company news.
This is where website makeovers can be tricky. In most cases, many of the content pieces are already there – they just need to be rearranged and given the right visual priority. But when the content on an existing site is so far off from what it should be – it’s better to start the process with a wireframe.
According to Webopedia, a wireframe is “a visualization tool for presenting proposed functions, structure and content of a Web page or Web site. A wireframe separates the graphic elements of a Web site from the functional elements in such a way that Web teams can easily explain how users will interact with the Web site.” As we discovered, the graphics are not the problem for Think First. Instead, they need a wireframe that illustrates the what, where and how much for each new content component they want to add.
The great thing about wireframes is that anyone can create one using simple tools like Microsoft Word. And presenting a well-thought-out wireframe to your Web team will most certainly result in a better end product.
First, let’s go back and create a wireframe for the existing site – so we can compare apples to apples. The first thing I notice is that the site is designed for an 800×600 browser resolution. In 2005, when the site was designed, this was considered a best practice. But now that monitors and resolutions have gotten larger, it just means we’re not making the best use of our available space. Next, I see that the marketing message takes almost 45 percent of the page. While it is a nice marketing message, it’s just taking up way too much page real estate. Finally, and the real reason this page is not successful, is there is just no real content.
Our new wireframe seems to iron out all the issues. First, it’s designed for a 1024×768 browser resolution, which is the standard size on the Web today. Next, we have made the marketing message much smaller – now it’s a little over 10 percent of total real estate. And last, but certainly not least, we added lots and lots of vital content.
Wireframes are a great way to eliminate the graphical element so you can focus on which content components are most important and how best to arrange them. With news, case studies, a featured consultant and a list of services, users are sure to understand exactly what Think First offers, and they are much better equipped to make the decision to hire them.
When designing any site, it’s best to put the content first. I’m not going to go into a rant about the evils of template websites, but I do want to mention that this is exactly why most template sites are ineffective. They offer you a pretty-looking, pre-designed website, and then ask you to squish all your content into it. That is not the ideal situation when you’re looking to create a website that performs for your business.
Now, I know that you hardcore By Design readers are wondering where we ended up with the makeover for my design firm, Sostre & Associates. Not to worry; we’ve got a final follow- up column coming soon – complete with analytics data and some post-launch thoughts – but you’ll have to wait until the next issue of Revenue (Issue 23).
Until then – would you like your website to be the topic of a future edition of By Design Makeover? Send your name, company, contact information (phone, email, etc.), a brief description of your business and its goals, and, of course, your URL to firstname.lastname@example.org. Please put “Revenue’s By Design Makeover” in the subject line.