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www.gusandco.com
Critique
7/2003
 At
first glance, I was not attracted to the site at all. It seemed
too simple looking. But after further evaluation, it wasn’t’
entirely the design that put me off, but rather the content.
First, let’s explain the basics of how
a site is found in the Search Engines. A potential customer
searches via keywords through a search engine, like Google.
If you site happens to fall in the first 20 [the first 10 is
better], then, you have a good chance that the visitor will
click on your link and order your product.
So, what entices the visitor to click and
once you have them on your site, and just ad important –
what keeps them on your site?
As you may surmise, the biggest problem I
found with this site is marketing. The information presented
to me on the page did not readily give me information I was
looking for.
Let’s first look at the Optimization
of the site for Search Engines. The site does have the necessary
META tags: title, description and keywords. The first page is
78k, a little large for a mostly text page. The main graphic
is 28k, which should be reduced. But, in my opinion, does not
help in the promotion of the product itself.
While this graphic is a beautiful illustration,
that is about all it is. Now, unless you are selling prints
of this painting, it should be more subdued – perhaps
in the header like a logo. The focus of the site needs to be
taken off the graphic and placed more on the product.
Your Serach Engine saturation is very low.
Once you implement the necessary changes and strategies, I suggest
you submitting your site again to the Search Engines and directories.
You have only one site linking to yours. Increase
that by searching the web for site along the same theme as yours.
Request a link and offer the same.
Marketing is the largest part of the success
of any business. If your business is not properly marketed,
then your sales will suffer. Proper advertising is a must –
and the first key is drawing in customers. You need to appeal
to their emotions and wants.
Everyone wears shoes – or practically
everyone. And you repair shoes. Now, for some, the cost of repair
is far better than the a replacement cost. So, appeal to their
need for your service.
A couple of helpful pages would be: Show examples
of your work; have testimonials of people who have used your
service. If your new visitors can see our work and read about
satisfied customers, they will be more inclined to purchase
from you.
Your history and background will also solidify
your expertise in the business. Let your visitors know that
you are experienced.
Helpful tips – provide helpful tips
on how to keep shoes looking like new;
how about quick fix ideas until actual repairs can be done?
Offer a link exchange and link resource page.
All these will show your visitors that you
care more about them, than just their money.
Now, for the sale. Rewrite your META description
and Title tags to entice people to click on your link. Rework
the front page to grab the reader as soon as they step into
your site. They are on your site because they are looking for
services you provide, so show them, right then and there.
Then, rework all your pages. Every page on
your site is a potential entry page, so it needs to contain
the necessary information.
Graphically, I would remove the button navigation
and place in appropriate text links that are more descriptive.
Example: Change “Services” to “Shoe and Luggage
Repair Services”. This is more descriptive and will be
picked up by the search engines.
Lastly, I would spend the money for an online
shopping cart, for ordering. Also, you may want to offer other
products such as a waterproofing product.
Keep in mind that you are representing your
company. The Search Engine link is the Store Front – and
you need to display your wares via text to draw in the customer.
Once “inside” your store – show them what
you have to offer.
Until next time
Suzanne Fyhrie
Owner, OneWay Advertising
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About The Author
Suzanne Fyhrie owns and operates OneWay
Advertising and Design and is the Marketing Director
for PLUSS Corporation. She specializes in marketing and
graphic design.
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