Joy Gendusa

Joy is the Founder and CEO of PostcardMania. After more than seventeen years of leading one of the most innovative and successful postcard marketing companies in the industry, Joy has obtained a level of marketing expertise that is sought after for counsel and speaking engagements all over the country. But here at the Maniac Marketing Blog, you get her knowledge at absolutely no cost to you. She will be dropping by often to share wisdom and experience on a wide range of topics, from direct mail to business management, and even email marketing and website development. Read More

Nutritional Supplements Website Design Analysis — Columbus, OH

Updated on July 15, 2021 by Joy Gendusa

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It’s Friday, and that means it’s time for some good ol’ fashioned small business website design learnin’!

Standard rules apply: there are 5 essentials of business website design that you have to know if you want to turn online prospects into customers. To make them easier to learn, I’m going to analyze a real business’ website, looking specifically at the 5 essentials and pointing them out to you.

This week’s small business is Nature Cure based out of Columbus, OH. They create and sell their own bee-related nutritional supplements. Now, let’s take a gander at their website!

See the site in action: naturecuregold.com

Design:

For a small business, this is an extremely professional-looking site! I love how cleanly it is laid out. The green is an expected-but-perfect choice for a business with “nature” in the name – and the differing shades play off of each other nicely. The idea of “expected-but-perfect” may not come easily to entrepreneurs (who tend to be masters of the unexpected), but often matching the expectations of a prospect is the key to making them feel comfortable. And when they feel comfortable, they are more likely to trust you. And when they trust you, they are more likely to buy.

Being different solely for the sake of being different can be deadly to your business if it causes prospects to feel uncomfortable or lost trust in you.

Marketing:

Here are a couple great marketing essentials on this website…

1) Offers on Homepage – Having a compelling special offer on your homepage is an excellent way to drive traffic from that page deeper into your site (and closer to a sale). I like that Nature Cure has an offer on their homepage, but the fact that there are two seemingly contradictory offers next to each other is a little strange! Why would I buy 5 and get one free when I could 3 and get one free? I would suggest eliminating the “Buy 5” offer and filling that spot with the Newsletter signup form, which only appears in the sidebar of the products page!

2) Testimonials – Is there anything people are more critical of than claims of amazing health benefits from a pill? You need to really go the extra mile to prove that your product can do what you claim it can do – and customer testimonials (like those found on the “Why Nature Cure” page) are the PERFECT way to do that! Overall, people don’t trust business’ claims about themselves. But they DO trust other people’s claims about a product. That’s why reviews and testimonials are key to succeeding in an industry that faces inherent skepticism. Nature Cure does an excellent job of providing a ton of testimonials to build trust!

NATURE CURE WEBSITE DESIGN ANALYSIS TESTIMONIALS

SEO (Search Engine Optimization):

SEO is the practice of optimizing your website so that search engines can understand what your website is about and rank it for relevant keywords people might be using to search for sites like yours. The better your SEO, the higher your website ranks for certain keywords. If you look closely, you’ll see the phrase “high quality nutrition products” popping up in Nature Cure’s website copy. They target that phrase specifically to attract online visitors. Good job!

Copywriting:

The bulk of the copy on the site appears on the “Why Nature Cure” page, which goes into detail about what the flagship product Bee Caps does and how it works. There are also all those testimonials I was talking about. What is great about the copy on this page is the authority it conveys. You really get the sense that the people behind Nature Cure know what they are talking about – and this expertise is critical to converting those prospects still on the fence.

Programming:

Programming governs how your website works – loading pages, working links, slider bars, etc. When it fails you, your website (and consequently your business) looks the opposite of professional. Amateur hour, know what I’m saying? Never let a website go live without having your programming double-checked to make sure everything is in working order! This site works great.

Does your site have all 5 of the small business web design essentials? Find out by downloading our Ultimate Small Business Web Design Checklist.

Best,
Joy