Introducing Dr. Makeover by Chris Trayhorn, Publisher of mThink Blue Book, September 1, 2006 Not every website needs a complete redesign. Contrary to what most Web designers tell you, designing a website for results, or what I like to call Conversion Design, doesn’t require a pretty website. I’m not interested in redesigning websites just for design’s sake. So we’re shaking things up a bit for this issue of Revenue. Instead of a complete visual overhaul of one site, I’m going to answer some frequently asked questions. Enter Dr. Makeover – my alter ego. He’s a combination of Dear Abby and Dr. Phil with an Internet business twist. And he’ll provide quality advice about how to make your website perform the way you need it to. Dear Dr. Makeover: I’ve been using my website (ClaudineLewis.com) for over a year to promote my side business of professional voiceover services. I had a friend help create it for me and while it looks “OK” I feel like it should be more dynamic. What can I do to make sure I’m putting my best voice forward? Claudine Lewis Dear Claudine: I really like your site. It’s simple, personal, the colors are pleasing and your photo looks genuine and professional. I already want to work with you. Sometimes we like to over-think and over-complicate websites. This one proves that sometimes even a basic site can be very effective. Of course, I have a few points of constructive criticism. There’s no link back to the home page from your lower-level pages. The home page is a safe spot – a comfort zone. Make it easy for people to get back there. The samples should play in an audio player of some sort, rather than making the user download an MP3. This makes it easier for people to listen to your samples. That’s really what they’re here for. Speaking of samples, make some of your best ones available right on the home page. Consider recording a friendly “Welcome to my site” audio message. Make your contact information available on every page. Those tips will help get people the information they’re looking for and increase the number of contracts you get. The personal nature of your site makes you seem really approachable. That’s one of the strongest selling points in my opinion. Don’t lose that as the website continues to grow. Dr. Makeover Dear Dr. Makeover: Please help. We have the coolest product since email, but visitors to our website (inclue.com) still don’t get it. Our RSS reader for Outlook is an easy-to-use plug-in that allows anyone to have news, blogs and even videos delivered right into Outlook. This is a product that has universal appeal, but our website isn’t communicating that. My feeling is that people either get scared off by the techi-ness of RSS, or they just don’t see the “Hey, Wow!” benefit. What can we do? Nick Gogerty, CEO of inclue! Dear Nick: I can see some areas that could use a little improvement. First, you want to build a group mentality. People feel safety in numbers, so if you can show that 10,000 other people have already downloaded this thing, that will make visitors feel like it’s okay. I suggest keeping a live download count on your home page. Next, you should provide some type of demo to visually spell out the benefits of using this reader. If you created a nice Flash demo that showed, for example, a Hillary Duff video being delivered and played right through Outlook, that would generate the “Hey, Wow!” response you are looking for. Third, dump the people-from-weird-angles-on-a-white-background clip art. That is so 2001. I’d use imagery that isn’t so dated. Finally, the home page tries to communicate too many things. I counted 11 different marketing messages all around the page. People tend to dismiss marketing talk. Instead, create one strong message. Something like, “Inclue! Delivers Your favorite News, Videos, Jobs, and Auctions straight to Outlook – FREE!” That might be a little long, but you get the idea. Dr. Makeover Dear Dr. Makeover: I used one of those “Easy Website Builders” to create my site (ExecutiveCareerPro.com) just a few weeks ago. While my resume services are top-notch, I’m worried that my professionalism and skill level aren’t being communicated. Even though I’m limited to the changes allowed by the website builder, I can make copy changes, add pages and include graphics. What can I do to more effectively appeal to my target market of high-earning executives? Rita Fisher, CPRW and President of ExecutiveCareerPro Dear Rita: You’re at the top of your game and it’s time to make sure everyone else knows it. Executives at this level should already understand why it’s important to have a professional resume, so selling them on those benefits may be unnecessary. Your site should really focus more on you and your credentials. The way it is now I can barely find your name on the site. Don’t bury the good information. At the bottom of the home page you offer a free career strategy consultation. Why are you hiding that way down there? By moving that up, maybe just above the navigation, it gives potential clients an easy, no-risk way to get in touch with you to see what you can do for them. The testimonials are a strong point on the home page, but the color scheme makes it uncomfortable to read. I’m not a big fan of templates in general, but if you have some other alternatives, you might want to consider choosing a different one. After several more clicks, I finally stumbled on your About page. Here’s where you decided to hide all the good stuff. Your work has been featured in the book “Gallery of Best Resumes.” Congratulations. Let’s make people aware of that. I also like the photo of you. It isn’t the best quality, but it adds a personal touch and really helps to break up the blocks of text. Finally, the Professional Association of ResumeWriters’ logo shows that you are active in this industry. Let’s bring the photo, the association logo and the book cover graphic over to the home page. Highlighting these images creates an instant, almost subconscious credibility. The idea is to help users understand what you have to offer before they even start reading the text on your page. With all the resume websites out there, the main selling point for yours is YOU. You need to toot your own horn as much as possible. Dr. Makeover If you have a question for Dr. Makeover or want the chance to be picked for a free home page or landing page redesign, send your name, company, contact information and a brief description of your business (including the URL) to firstname.lastname@example.org. Please put “Revenue’s By Design Makeover” in the subject line. PEDRO SOSTREis pioneering Conversion Design and its ability to turn online shoppers into online buyers. He serves as president of Sostre & Associates, an Internet consulting, design and development firm, which also promotes affiliate programs on its network of websites. Visit www.sostreassoc.com to learn more. Filed under: Revenue Tagged under: 13 - September/October 2006, Columns, Conversion, mtadmin, Website Design About the Author Chris Trayhorn, Publisher of mThink Blue Book Chris Trayhorn is the Chairman of the Performance Marketing Industry Blue Ribbon Panel and the CEO of mThink.com, a leading online and content marketing agency. He has founded four successful marketing companies in London and San Francisco in the last 15 years, and is currently the founder and publisher of Revenue+Performance magazine, the magazine of the performance marketing industry since 2002.