Know-How Exchange : Website Critique

Firstly it looks way too cluttered. Many of the things you say should have their own page. Your home page should be general and unfocussed, yet tempting enough to get people to click through.

You have delivered 2million transcriptions - what are your customers saying about you? What is the one thing that sets you apart from the crowd?

You do at least have a newsletter and (amazingly) an autoresponder series that tempts people to sign up! This is something truly unusual, and it isn't something I see very often at all. Have you been reading Perry Marshall's books by any chance?? In any case, **congratulations for getting that one right** - only I would not include the titles of the emails, whet their appetite with something tasty and let them be surprised. That way they'll stay signed up because they won't be able to wait for the next one!

For the first attempt at a website, this is certainly one of the best I've seen. Next time, can we have some code please? It can be revealing. I also presume that you'll have your own ehr transcriptions url. Either that or a few that speak to the things your clients are asking that your website answers.

Which brings me to a real issue: people don't go looking for EHR transcriptions. Well, some may. What questions **do** they ask where EHR transcriptions is the answer? Do this and you'll get in a step ahead of your competition. You will also be able to hone your USP by the way you phrase your questions - that and determine which are your best clients by the questions they ask.

BTW as you're 99.9% accurate - this speaks of something that you can offer as a guarantee rather than as a benefit. Take that responsibility yourself and watch your sign-up rate take a leap.

OK. Got it. I'd suggest moving your opt in box to the top of the page, next to the image of the guy in the shirt. At the moment it's buried WAY down at the bottom of the page, which will KILL your sign ups.

Top left, you have no logo or visual that signals what's what. You might want to fix this.

Your "How it works" and "Get started" columns might be better off higher up the page, above the fold.

The guy in the photo? I know he's a place holder person, but in the final site, he needs to be a real person: there needs to be a reason he's there, and he needs to be identified. If he's a doctor, he needs to be a real doctor, and he (or she) needs to be willing to proudly identify him self or herself.
And here, test which images of doctors pull better, male or female. If this person IS a doctor, they need to look the part (white coat, stethoscope, name tag).

Doctors will relate better to peers, so it's better to have one doctor talking to other doctors.

Where your telephone number is, consider adding a "reason why", something along the lines of
"To find out how thousands of other widget fans value XYZ service, call 123-456-7891".

And all those logos? Tell us why they're there. Have these companies used your service and loved it? Tell us! Never assume that the presence of a logo signifies some kind of social thumbs up.

You might also want to feature a video high up on your opening page, next to the image of the man, and that reinforces your main bullet points. In the video and in text next to it, THIS is where you need to give your instruction about signing up for more information, or for a free trial, or for access to some self liquidating offer.

You might also want to experiment with several landing pages, each of which uses a variation of your calls to action and visual enticements, and each of which relates to a different PPC ad, press ad, or link from elsewhere. Run these landing pages over a 30 day period and then retest them: using multi variate approaches like this will help you fine tune your overall approach.

Each landing and lead capture page can then drive traffic to additional pages that each speak to the interests of specific readers who in turn have responded to specific offers or calls to action.