Guess what day it is? Guess. What. Day. It. Is…
FRIDAY! Time for small business website design tips! It’s no Hump Day, but it’s still pretty exciting.
Here’s what I have for you this week: An analysis of a laser hair removal and skin rejuvenation business’ website. Civano Laser & Skin Rejuvenation provides residents of the Tucson, AZ with a quick and affordable way to look and feel younger… and less hairy. Double prizes!
My standard website analysis rules apply: there are 5 essentials of business website design that you have to know if you want to turn online prospects into customers. I’ll point them out as I go through the site.
Go through the site with me: civanolaser.com
Civano Laser’s many services all have a common theme: turning your skin into the smooth, radiant outer covering of a god/goddess. As such, it should come as no surprise that the background color of the website is of the skin-tone variety. The design of the site is straightforward and uncluttered, which I like, and the subtle pattern behind the footer is a nice touch that doesn’t make the page feel too busy. The main image in the design is a model with slap-you-in-the-face perfect skin. Another not-so-subtle (and rightly so) reminder of what the business offers you.
There are a number of marketing elements Civano Laser’s site incorporates well. Here are a couple examples…
1) Phone Number & Offer – I like the combo of the contact information paired with a special offer in the header of the website. For those searching for a little youth-boost, this makes the decision to call that much easier.
2) Contact Form – The contact form in the footer of the website is useful because it gives them the chance to capture leads in the form of email addresses. My strong suggestion, however, would be to move the form to the main section of the website, where people are sure to see it. It’s just a little too far out of the way down at the bottom.
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. Civano Laser targets the keywords: laser hair removal, skin rejuvenation, Botox, and Juvederm.
When you are in the business of turning back the clock, you want a light and bouncy tone to your writing. You want to put a little pep in the reader’s step, as it were. Civano’s copy does a good job peppering in the odd exclamation point to increase the excitement quotient. But the key to making this approach work is not skimping on substance, which they do not. Well done!
Bad programming on a website is like hanging a sign around your neck that says, “Don’t take me seriously.” That doesn’t sound very good, does it? It’s not. Luckily (or, rather, by design) Civano Laser’s site functions without a hitch.