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 childcare and development industry. The business is Creative Child, Inc, which is based out of Warren, MI.
See the site in action: www.creativechildofmichigan.com
The design of the site is perfect for their particular business. They specialize in childcare for infants, toddlers, and Pre-K aged children, and the website is very bright and fun. It uses pink hues and bright greens to give the site a lot of energy (just like the kids they care for). There are many pictures of smiling children and clean, beautiful classrooms. Overall, it’s very well done. Parents who are in the midst of a childcare search will be drawn in by this site, and want to know more about Creative Child.
They dedicate one page on the site to promoting their USP (Unique Selling Proposition). The page is titled “Why choose Creative Child?” and it has 3 great marketing strategies at work. Let’s take a look at them…
1) “The Creative Child Difference”: This shows prospects what their unique selling points are such as stringent sanitation and cleanliness standards, consistent teacher training, flexible scheduling, and a trial day to see if you and your child like the environment. These are great ways to build credibility and trust in your prospects.
2) Special Offer: They offer 50% off their registration costs when prospects mention that they saw the offer on their website. This helps them track which leads are generated from their website, and gives prospects a big incentive to register their children.
3) Customer Testimonials: At the bottom of the page they feature a customer testimonial talking about how wonderful Creative Child was for their child and how great the staff is. Positive customer testimonials are such a great trust builder. Include them whenever possible.
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 “childcare services” and “educational programs.” These keywords cover search queries like “childcare” as well as Pre-K, toddler, and infant “educational programs”. This helps local prospects in Warren, MI find out about Creative Child through their internet research for childcare services.
The copywriting is full of energy and warmth, the perfect combination for a childcare provider, if you ask me. They use words like “passionate” and “radiates” to show prospects they have the energy and compassion it takes to help care for their children while also developing their minds and skills to prepare them for their educational careers. The copy is written in a very inviting fashion, which makes readers feel comfortable enough to call and speak to the staff about their child care needs.
This is a relatively simple site, and the programming didn’t make anything more complicated than it needed to be. There are some pictures added to the site nicely, and all the navigation worked perfectly. You only really notice the programming of a site if it’s malfunctioning and this site wasn’t. The programming gets a A+ from me.