Why doesn’t this site convert? Critique of Spacetransform.com

Chris, that was a dead-on assessment of Gwen’s site. The most common mistake businesses (especially small businesses) make is leaving out the core message. “What’s In It For Me? (the customer)” has to drive all the communication on the website.

That was a great critique and I look forward to the next one.

Hi Suzann,

THanks for the kind words. Yup, I see small business people make the same mistakes again and again. And the solution is always to be bold, to sell harder, to stand up straight and admit that you are awesome. =-)

Very cool, Chris. I did indeed learn a thing or two. I like the format and I’m looking forward to more of these.

Chris,

Wow… thank you so much. After I got the link to the video it took me a few minutes to ground and ready myself for the shredding :)… but it was indeed gentle, and useful, and much needed and *very* appreciated. There’s a lot there — I took a page of notes and will be going back over those and the video many times over the next little while… making some small and some big changes to my approach and offering. Thanks for giving me the permission/encouragement to be bolder! You are truly insightful and inspiring.

Blessings,
Gwen

Hi Gwen,

Heh. Well, I’m trying to be a bit kinder and gentler in my old age =-)

More seriously: I’m glad you got a lot out of the critique. You just really need to take a step back and think about the ONE ACTION you want folks to take when they come to your site. Right now you’re sort of throwing out a tablecloth and saying “uh . . .take what you want!” . . . you’ve got to focus everything down to the big benefits to your target market and the single, simple response you want them to take.

Later.

Fantastic analysis! It was very helpful flipping back and forth between the video and my website–lots of things to ponder, tweak, improve and clarify!

And you still don’t look like you. Lasiks?

Man, Chris you did rip the website to shreds. You’ve got about seven seconds to make an impression and engage the user to take action. Otherwise, they’re gone. The best advice is creative criticism by someone else. Here’s something I just read from another blog regarding web content:

“I don’t want too much information on how you will help me, I want to know that you CAN help me first, and that means writing about MY problems and not YOUR credentials. If I think you can help me, I will then engage a conversation.”