A client considering a website redesign requested I review the effectiveness of their current site. Developed by a web hosting company that specializes in the client’s niche, the site was built from a template which included industry-relevant copy, with designated fields to “personalize” the site.
In fact, the resulting site was impersonal, perfunctory and no more engaging than a Yellow Pages listing. The user experience was inefficient and cumbersome, and the images (obviously stock photos) neither reinforced the copy nor enhanced the client’s credibility. The client and I were in agreement that the website wasn’t particularly compelling or effective. (more…)