When looking at site conversion strategies, we usually start off by asking a few very basic questions. Although the questions are simple and somewhat obvious, the challenge is usually in how to graphically communicate the right answers. That should be, in our mind, the real challenge of a graphics communications expert (a.k.a. graphic designer or web designer).
Do the graphics communicate what Multitone Systems has to offer?
Multitone is a well established business that offers a complete communications consulting service for larger organisations looking to develop, integrate and manage a complete communications systems strategy for their organisation. Often their clients are looking to implement or upgrade a complete communications strategy and systems to enable better communication between various parts of the organisation or to reduce costs, to improve efficiencies or to be able to deliver better and faster service to their customers. We felt that this basic message was not being communicated on the current website.
Communicating with Graphics
In order to communicate this offering to site visitors, we decided to employ a graphic story board in the header of the page. As you can see, it begins with an image that shows a half complete communications strategy - looking quite messy (like a bird’s nest ) on the left. Then, on the right, we show a graphic of a clean, organised, complete circle with all the components of an integrated communications strategy - all fitting together perfectly. In the centre, of course, is Multitone and the arrows tell the story of how this mess can be cleaned up properly with the help of Multitone.
Communicating with Texts
In addition to the header graphics (that now tell a story), we also looked at the actual text. Currently, the header texts talks about “Is your business hampered by poor communications?” or “Do you need to locate staff?” and other similar statements. In our mind, this messaging is somewhat vague and could possibly point to any type of business service. To help clarify what is on offer, we decided to state the obvious with large messages such as “Communications Planning & Implementation” and “Experts in Business Communications Systems” and, above the list of industry sectors served by Multitone, “Total Communications Systems for the following Industries”. Sometimes just calling a spade a spade, makes it clear to readers that it is....a spade!
Marketing Objectives
In the current site one can be forgiven for thinking that Multitone is a communications products shop of sorts – full of amazing technically advanced communications gadgets and toys for techies and other experts.
It is true that Multitone has huge technical knowledge of communications products but they are not a shop and this message does not, in our mind, help achieve their online marketing objectives.
During one of our initial conversation with Multitone’s management team it transpired that when it came to sales leads, they were not really looking for those who were technically proficient and who knew exactly they wanted. For that customer profile, it was easy for Multitone to simply offer, supply and possibly integrate the right products.
An ideal lead for them was identified as being from senior managers (possibly a department head) who were looking for outside expertise to help formulate an integrated communications strategy for their organisation, to provide advice on what systems would suit their requirements and then to offer assistance with the purchasing and integration of the suitable products – and possibly even provide the necessary training.
For this reason, as you can see in the mini site graphics, we have taken away all references that Multitone might be a communications shop – no product listings, nor product specifications. Also, we have changed the technical tone of the site copy and positioned the service offered in terminology and style that we felt was more appropriate to business management.
Market Leaders
Multitone are market leaders in communications systems and, in the spirit of talking to senior management, we felt that the graphic needed to communicate a sense of confidence. We achieved this by giving the page, as a whole, as sense of “space” and by keeping the messages clear and concise.
We also decided to keep the “Multitone in the News” section – we felt that is important to inform readers that Multitone is an active and newsworthy player/leader in the industry.
Clear Calls to Action
Again, in keeping with graphically communicating a more “people” approach (as opposed to technically “clever”), we included simple but clear calls to action in the right hand margin – just a phone number and email address - suitably sober for serious business leads.
In what industries does Multitone provide their expertise?
Multitone have expertise and experience in 6 primary sectors and to help highlight this, we not only listed them in the centre of the home page (with the heading “Total Communications Systems for the Following Sectors”) but we also reduced most of the navigation options available on the current site to make these industry sectors the primary navigation of the entire site.
As you can see, we did add in two product lines in line with certain marketing objectives outlined by Multitone but these have been placed lower down on the page with the industry sectors being the most prominent.
Testing and Feedback .
In the case of this Site Conversion Analysis, in order to first achieve proof-of-concept, we suggested creating a mini site first. This is a quicker and more cost effective way of testing the site and the conversion rates that it produces.
To generate targeted traffic for this text site, we have setup a trial PPC campaign to measure the effectiveness of the site and the conversions generated.
We usually recommend such as approach before embarking on a full-scale redesign because, in our mind, graphics might be a powerful communications tool but it has to earn its keep by generating better site conversion rates in order to justify further investment.
We look forward to seeing the results!
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