Website Review + Recommendations
The first impression of the website is that it is very busy and overwhelming. While the design layout itself is standard, it is cluttered with too much text and too many graphics.
Today, the average user has a short attention span and may not know where to begin or where to go. Busy professionals are unlikely to read a lot of text and will likely skip over or miss content you want them to see. Worse, they may leave the website in search of a similar service that is more approachable.
Additionally, the pages load slowly. This strains attention spans even more, and also confirms there is either too much overall content and/or there is a server issue.
Trim the fat by removing much of the text copy and by consolidating all pages and content to make important information easier to find, more approachable, and more intuitive.
Only include the most important information; more granular details should be omitted.
Compress images for better load times.
Break text up into smaller, more succinct snippets.
Fix server cache (assuming the site is not on a production server) and find out how fast server is, how much storage is offered, and what type of upgrades are available.
Load time animation removal.
The “hover me” graphic pointing to the logo is an unnecessary design flourish. Most users already understand that logos are clickable, but the drop-down menu below the logo is not an industry standard and therefore not intuitive (i.e. bad UX/UI ). Any elements that do not enhance the user’s experience, detract from it. Good design is “invisible” and does not require explicit instructions.
Remove unnecessary design flourishes (i.e. the “hover me” graphic).
Either remove the drop-down menu under the logo (because it is redundant) or place it under the Contact tab where users expect that type of info to reside.
Improve layout by “guiding” viewer down the page using subtle visual cues.
The sliders in the homepage header area do not share any valuable information with the viewer. An additional problem is that, on mobile, the text is not visible unless viewer scrolls down, which they may not know to do; if they do scroll down, the text is cut off and, therefore, not legible.
Sliders are becoming outdated. Consequently, the top hero image on the homepage is prime real estate and should be effectively utilized.
Use the homepage header area to communicate your business’ message clearly and concisely by using ONE compelling image and a CTA that guides viewer to take an action (e.g. “set up an appointment” or “read more”).
Make sure text is visible and legible, both on desktop and mobile (either by making H1 text smaller or by re-coding for better mobile styling).
The CTA directly under the homepage header should be better utilized (e.g. a link to an email subscription sign-up form or an offer).
The blocks of text in the example below, which highlight CT’s services, are great examples of clear, concise, relevant information. The text isn’t too long and the elements are symmetrically. balanced.
The only problem is that the animations on the center graphic do not seem to have a purpose beyond showing off animation skills. As stated earlier, any design elements that do not enhance the user’s experience, detract from it.
Disable the bubble animations in the center graphic or make them more useful with call to actions which lead to a sale.
Testimonials are great for engendering trust in your company. People appreciate reading about others’ experiences. This is a great use of space and is an attractive format.
Add two more reviews below the already existing reviews.
Instead of leading viewers to “read more” on another page, guide them to “get started” with your business and link the button to your contact page.
Partnerships with trusted organizations adds credibility and engenders trust, so this is a great addition.
“Our Partners” would look better over top of the logos rather than to the side.
Create four columns instead of three
Make logos consistent sizes for more a pleasing aesthetic.
While much of the content and pages throughout this website should be consolidated, if a single page is used to cover a topic, it is best to display the information in a way that is easy to read. Once you have the viewer’s attention, do not ask for extra clicking or mouse-hovering. Make it easy for the viewer, and your potential client, to find and see what you want them to see.
Leave the “fancy” animations for the homepage where the purpose is to give a preview and lure them to the page with the relevant information. Once the viewer is where you want them, reward them with easy an to read format.
Make all important information visible; do not require viewer to hover-over or click to see more.
The layout on this page is a great example of what the homepage header should look like.
Make the orange button clickable, perhaps by anchoring it to an area farther down the page.
Since the resolution of some of these photos is low, create five columns* (rather than three) so the images appear smaller and, therefore, look better quality.
Alternatively, choose higher resolution photos.
*The ability to add certain number of columns is theme-dependent and may not be possible on your theme.
This layout is a creative solution for Detail 7. It is laid-out in a way that is interesting, but it is still easy to read and the eye is naturally drawn down the page. This is also easier for older CTO’s to easily digest as their time is valuable.
Use this type of layout on the page referred to in Detail 7, or for any other page where content should be reformatted for ease of reading.
Replace numbers with relevant icons.
This is an attractive and interesting graphic, but the “links” have no functionality. When a viewer hovers his or her mouse over each location and it is highlighted, this gives the impression something should happen, which is confusing.
Remove “links” altogether OR make them correspond with a pin on the map.
Whether there is an animation or not, add a pin for each location on the map.
The “Work With Us” CTA on the Contact page is a good use of space and great for lead generation. In fact, it should be used throughout the entire website on every page.
Add this CTA above the footer on every page.
Make the button match other buttons throughout the website (for brand consistency).
People like seeing people in marketing materials, so choosing images that have models interacting with your technology actually helps with lead conversions. It humanizes your industry and therefore creates trust.
Use images that have people interacting with your technology more liberally throughout the website.
This is another great example of how to format content throughout the website. It is approachable and attractive; it doesn’t overwhelm the viewer, nor does it hide important details behind “fancy” animations.
Overall, there do not appear to be any major functionality issues on Consummate Technology’s test site; it is simply a matter of streamlining and consolidating existing content, compressing higher resolution images, removing extraneous animations, and optimizing the website from a UX/UI perspective for better lead conversions.
Without having access to the backend, we cannot say for certain whether there are functionality or code issues or limitations. Barring unforeseen issues, Clear Space Media feels confident than we can address all Details listed here. However, we would like the opportunity to do a more in-depth exploration of the backend CMS and code.
Next steps include:
Backend access to http://testct.consummatetechnologies.com to confirm ability to make changes (there are possible limitations within the existing theme).
Delivery of final Proposal (including a timeline to complete existing Recommendations, as well as suggestions for any other issues that may be discovered).
Proposal signed by all parties (including a start-date for project).
Thank you for the opportunity to review the Consummate Technology test site. We hope we can further assist you in creating the best website for your company.