As most of you are aware, we generally discuss travel websites, however this month I wish to discuss a non-travel website to show you that the principles of graphic communication apply to other industry sectors too. The client for this month’s Site Conversion Analysis is a company called ICS – in the healthcare industry.
What they do....and for whom:
We were asked to design a new site for them and decided that this would be the ideal opportunity to employ graphics in order to communicate two primary messages: What they do, and for whom.
If you look at the ‘before’ image of the ICS page I am sure that you will agree that it is very unclear as to what exactly they offer at first glance. Sure, we can see it’s something medical but it isn’t clear what service they provide and to whom they are offering this service. Is it aimed at patients or practitioners? Is it a service or are they possibly selling a product? It doesn’t matter what scenario you come up with, the fact is that it isn’t clear.
Now, have a look at the “after” image and ask you self the same question – “Who are these people and what do they do?” The answer is there in black and white - or in this case blue and silver. They specialise in Supplying Doctors and Nurses to sectors of the healthcare industry, namely the NHS, clinics, community care, etc.
Sometimes, as in this case, to get that basic message across, it can be as simple as writing a big, bold statement in text (which is of course a form of graphics too).
Market Positioning:
The second objective of graphics is to communicate a company’s market positioning. In the ‘before’ example it is not clear what kind of company ICS is in terms of the its market positioning. In fact, ICS is one of the leaders in the field of medical recruitment for the healthcare industry but, looking at the original graphics, the website did not reflect this at all, and it did not give the impression that ICS is a large and solid market leader. In the ‘after’ example you can clearly see how, with simple clean graphics, large white spaces, and a generous clear header, the site takes on the feeling of being solid, reliable and confident. It “speaks” not only of what they do but also that they are important, large, trustworthy reputable, etc.
The Result:
By looking at just the two above graphic communications issues, the result is a site that tells us immediately what ICS is, what they provide, who their clients are and that they are a market leader. Not a bad day’s work for graphic communications!
Travel, Cat Litter and Infidelity
Site Conversion Analysis - ICS
