Wester Computer Audit (Part 2)
so back on the site. Um I hope I'm trying I hope I'm conveying in a I mean I don't mean to I'm not trying to rip into anybody who build a site. There shouldn't nothing here should be taken personally. In fact the site, the site's a good sight. Um but we're, you know, I don't if if you if you design the site or you wrote the content um it really should not be taken personally in any way I'm really here just to to try to um to help and to analyze the page and to kind of pick it apart and to see where we could rearrange and restructure our elements. Okay, now let's talk about this block of content here for a moment. One of the biggest rules in web design is people do not read. They scan once again this this idea of being contextually perceptive, which is something which is a theme that we're going to come uh circle back too often is where was this upstream traffic coming from? What interaction did a person have before landing on this page that got them to this page? It's not always going ...
to be a paper click add. And even not all paper click clicks are created equal. Some clicks are for people searching and they're higher in the funnel. They're just they're just kind of figuring out it might be a director of I. T. Who's who's researching these plug ins, They're researching these solutions that Western computer offers, they're not necessarily ready to get in touch. They're not interested in reading through paragraphs of content and even people lower in the funnel, they're looking to scan to find buzzwords. Um they're gonna scan to try to identify specific words that might be relevant to them and if they find the information they're looking for easily and the rest of the page gives an impression that I'm gonna be able to find here what I need easily. They're gonna continue to engage in a more thoughtful um and in a more engaged way by actually reading some more content, but initially people are just scanning. So what we need to have here is a focus on bullet points. I read through this paragraph and reading through this entire paragraph, it seemed to me that you're talking to people who already know what this page is, but it's unclear that this page is a solution specific to the distribution industry and what that solution is. So we need to focus on bullet points. We need to be mentioning, how are software integration works? Is this a stand alone software? Is this a software that plugs into Microsoft Mds? Um you have Microsoft dynamics as an agile flexible system that allows you to achieve visibility, reduce risk and and react quickly to changes. But you're not telling me enough about how the Western computer solutions works with Microsoft dynamics. Is it is it a specific integration, is it exclusive to mds? Could it be used with other um systems and other software. So those are the bullet points that need to be clear. The second thing in this, in this opening paragraph is you need to offset people's emotional frustrations? You need to play into the psychological and emotional payoffs of integrating and and and using the Western computer distribution solution. That's why people came here. We all, you know, we know it's a famous uh marketing concept that it takes a lot for somebody to change the current situation. People become very comfortable and this is this is a basic psychological principle and and people become very comfortable in their current situation and it takes quite a bit to get someone to actually make a change. So if somebody got to our page, there's some sort of emotional frustration this area. This content area has to, so in a very clear bulleted way, how we're going to solve your pain And you accomplish two things. One is you really talk to why the person is there kind of, the technical background of how we integrate is almost secondary to most users. You're speaking directly to white people are there, you're also touching their nerve. If you could if they if you could identify a problem, you created a likeness with them, You you you made them, you made them feel that you understand where they're coming from and that creates a tremendously powerful psychological drive for that person to continue to engage with your site on this exact topic. We want to talk about the type of call to action. Once we have this content restructured, what type of call to action. Um and what type of content do we need? Uh how what's the tone, the tone of voice of our of our content? The most modern successful web design is built after the B. J. Fogg behavior model, which is basically a simplified version of the theory of planned behavior, which says that in order for you to have any sort of behavior, you need to have motivation, sorry, motivation and ability. Okay, those things together, it gives you it gives you a behavior gives you an action in our case our behavior is somebody getting in touch with us, someone wanting to read more about um read more and learn more about our solution. If if we understand where a person on that model, whether are they lacking in motivation or they are they lacking in an ability that will help us present our case in the proper tone of voice. If people are lacking in motivation, then you want to talk in a way which is more market tests more marketing, more hyperbole. Kind of jazz it up a little bit more pizzazz to motivate them and kind of ring the bells of our products. But that's not what Western computer struggling with. Western computer is struggling with people who don't really understand. They're motivated to make a change if they really understood and they felt that that they could afford or that they'd be able to integrate successfully and smoothly with um this with the software plug in with the software adam, whatever the solution specifics, maybe they would the behavior would be there. So our issue is not motivation or issue visibility. There's a perceived lack of control. It's a complicated integration, it's a it's a it's an expensive proposition. So there's a perceived lack of control. Everything that we write needs to be talking about how we make it easy. We make it simple. That's a very important theme that this landing page needs to to follow. Easy, simple. We have experts standing by waiting to talk to you using, you know, the words speak to a specialist today. Those are our terms that are really going to help people increase their perceived ability to work with Western computer to actually integrate this system successfully. So that's that's a really crucial aspect in terms of laying out the copy on this page. Um so just a quick review of of kind of what we've covered too far so far. Um landing on the site, we feel lost. There doesn't seem to be a sense of purpose or direction. I see. Um I see kind of the Western computer, it's unclear what you guys do. I see a gigantic image over here with no information that the actual content of the image that the people themselves, this is not giving me any information about what you guys do. It just seems to be some sort of warehouse background. I see one call to action to call to action. I don't see a clear differentiation. I see a third call to action over here. I just see a headline that seems to be quite bland. There doesn't seem to be much going on with that headline and I see a lot of content here that doesn't seem to be helping me at all. It's just really catering to people who already know what we are and what this page is about. And that's not the type of traffic we're sending here. So those are the types of issues that a person runs into right when they start landing on this page. We also spoke about understanding the type of trigger, the type of tone of voice we want to use. So we have, we have the motivation. People are here only because they're struggling and they want to solve some some some probably pressing business issue. The visitors, we have to identify what those visitors are struggling with, their struggling with with software systems that are lacking. They probably need more, more power. They need more flexibility. Um, they have headaches in the system that they're using now and we can solve that. So the only the, probably the people are who are bouncing off those pages because of a perceived lack of ability, perceived lack of control. Could they afford this? Is this too complicated? Is this too hard. Will I even understand how this works? So our tone of voice in the content has to be, it's easy, it's simple, straightforward. We have specialists standing by the calls to action on the site. No more click here. The call to action is I want to speak to a specialist, I want to get started today. I want to take the next step motivating a person through the tone of voice that is helping them increase the part of the behavioral equation that they need. It's not motivation, we need the motivation is there? We need to increase the perceived ability and that's how we're gonna get more people to convert on the page. That on top of making a much, much clearer and much more straightforward page. So we've we've kind of covered a whole gamut of elements just in this, in this very beginning here. So I want to just let's I want to pause and take you into Photoshop and show you a little bit of a more of a visual design. We have, we have the white board as a very primitive design, but I want to show you in Photoshop a little bit nicer of a mock up what we what we were able to create