Monday, November 3, 2008

Webwatchers: Put your site on a diet

In every issue of our print publication, we review a Web site. Here is the latest review with a correction.

Putting a site on a diet (Webwatchers?) can increase sign-ups and beef up lead generation.

When B2B stripped copy and pages, results followed.

Research showed Suni’s prospects (dentists and other dental professionals) had limited times between appointments to go online.

So the company overhauled its Web site (winning a slot on BtoBOnline’s list of top B2B sites) to:

1. Make it easy to read. Compare the old pages with the latest version. The new pages are full of lovely white space. The old? Confused, cramped and chock full of different calls to action. You can see what this site looked like before here, care of the cool online archive, the WayBack machine.

2. Show not tell. The clean layout draws the prospect to photos showing its weeny teeny oral camera. (Photos like these were on the home page when we first reviewed the site, but they've been moved.)

3. Simplify forms. One reason for the overhaul was to increase conversion on the online lead generation forms.

Only trouble, having a well-designed site like this is fantastic if prospects can
find it. But this site is not doing enough to attract and convert prospects so they can take advantage of the beautiful design.

2 places it is hemmoraging business has two significant holes that are costing it business.

1. The first lead eater: Prospects won’t even see your pages if they aren’t indexed properly.

To find out which pages are being searched by the search bots, type “” into Google. When we did that, we were surprised to see so few pages for Suni.

(By the way, we apologize to readers for any confusion. In the print edition, we incorrectly wrote "" instead of "" Sharp-eyed subscriber Jim Hare of, alerted us to the mix up, which somehow slipped through our production and editing process. Thanks Jim. )

That may mean some pages have coding errors. As a result, the company is forced to pay big bucks for the top pay-per-click ad on the right side of the page but it doesn’t appear at all in the free search engine results on the left.

2) The second lead eater: Where is the lead generation? The call to action? Yes, the company does put its phone number on the bottom of the page but it is missing the chance to put a splashy call to action in a prominent spot. The only lead generation mechanism on the home page is in small print, “Request Your Free Office Demo.”

Posted by Internet Marketing Report Online editor Julie Power.


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