As always, these small business website design analyses are here so you can see examples of website designs that incorporate all of the 5 essentials of business website design. I’m your host Shannon Johnson (PostcardMania’s Web Design Specialist), and my next analysis comes from the education industry, specifically reading skills improvement, and the business is USA Reading Clinic.
See the site in action: www.usareadingclinic.com
The site uses nice bright colors to present learning as a fun thing. If a child is struggling with reading it can be stressful for both the child and the parents. This reading clinic uses their visual design choices to keep the atmosphere light and reassure visitors that learning to read doesn’t have to be hard and stressful. The rotating pictures of smiling kids helps the site’s visitors imagine what their child will look like with the confidence they gain from mastering the skill that has been a challenge for them. The look of this site does well to set the right tone and prime visitors to become leads and customers.
Now let’s go into 3 marketing lessons this site illustrates perfectly…
Lesson 1) Use Video Content — From a marketing standpoint, videos are fantastic. They incorporate lots of good marketing content like images, animation, marketing copy, a human connection, etc. This site has a video to introduce first time visitors to their reading skills improve process. Great move!
Lesson 2) Show Why You Are Different Than Your Competitors — Branding is about differentiating your company from the competitors in your industry. Anytime you can showcase what you offer, that others don’t, it’s a good strategy. This site does it by featuring a post-it note graphic, which outlines “The USA Reading Clinic Difference.”
Lesson 3) Testimonials Are Marketing Gold — Consumers find customer testimonials much more compelling than even the best-written copy. Testimonials (good ones) set an expectation for satisfaction, and that builds trust with prospective customers. More trust leads to more sales.
SEO (Search Engine Optimization):
SEO is the practice of optimizing the copy on your website so that search engines can understand what your website is about and how they should rank it for particular keywords. This website is optimized for keywords like “Reading Skills Improvement” and “Kids Reading Program.” Those are intuitive keywords, meaning that’s how the average person would describe what their looking for, if their child needs help learning to read. That means they will attract quality leads from those already looking for the services they provide.
The site’s marketing copy adopts a warm and reassuring tone. The visitors who arrive on this site are in a frustrating situation, because they are have exhausted their own abilities to try to improve their child’s reading skills, and possibly other tutoring centers. The copy is written well for people in that situation, because it offers a lot of hope that their child CAN learn to read well using the program they have developed. This is what their prospects are wanting to hear, so it will certainly pique their interest and connect with them on an emotional level. They also include statistics and testimonials to build trust and credibility through their copy. This is appeals to site visitors from both a rational and compassionate level, which will be highly effective to a large majority of their visitors.
Analyzing programming is tough, because if it isn’t malfunctioning, there’s nothing to analyze. You only notice it when it’s going haywire. This site’s programming was seamless and leaves no noticeable trace to website visitors. That means there won’t be any glitches distracting them from the marketing message of the site, and that’s all you can ask for.