We had a request for a web therapy session for a website that was having a revamp and went live just last month.
I stopped by to have a poke around and wrote this advice based on what you need to think about when you’re launching a new website.
www.kidz4mation is a company that runs workshops to help children overcome and deal with issues such as confidence bullying, anxiety and low self esteem. It is aimed at primary school children. Their workshops can be run either during or after school hours.
The colours are vibrant and vivid without being overpowering which is a good sign. It captures the fun and playfulness of a site aimed at helping children, without compromising the ability to read the text. I did have to increase the text size from the standard though, which was a little too small. Always make sure your web copy is easy to read, not just through the language you use but through the size of your text as well.
I had to dig around for a few moments to discover that kidz4mation were offering workshops, and I would consider using the title space on the home page to cover this. In a world where you have seconds to make an impression, your tagline is incredibly important and should sum up:
- Who you are
- What you do
- Who you do it for
Otherwise you are likely to lose your audience’s attention, even if they are potentially your perfect customer.
Some of the design has a few wrinkles in terms of the layout, but I love this because it shows the team behind kidz4mation weren’t waiting for perfection to launch, instead they beat that procrastination bug and took action!
The picture slideshow and rotating testimonials are strong selling points, but they change too quickly to be fully absorbed and are distracting to the eye. If you have a rotating image on your site, always put it a little slower than you think you should. You are looking at your site with familiar eyes and a new audience will need a little time to adjust so don’t have anything that might make it difficult for them to concentrate.
I would also include the “Free expert tips from our coaches” text onto the newsletter sign up box. Although it says this in the middle of the page, a customer’s eyes are likely to navigate to the box first and having no text in the box about what free report they receive would be confusing.
If you serve different market segments, make this clear
Kidz4mation offers a service to schools, councils, parents and other organisations so it’s important that each of these market segments know what it is you do for them. On the “Schools” page the first sentence reads: “You are passionate about your children’s growth and development” which might sound as if you are talking to a parent rather than a teacher. A better opening would be something like:
“If you are primary school that would like to boost the confidence and self-esteem in your classrooms through fun workshops, kidz4mation can help…”
Sometimes it is also worth considering changing the navigation tab titles to: “For schools,” “For councils,” to make it clear from the homepage which section is applicable to them.
A clear “About Page”
If you are a new service, one of the first pages your customer will visit is your “About Page” and it is important to have a strong opening to expand on the tagline from your homepage that stated who you where, what you did and who you did it for.
Although it sounds strange, your “about” page isn’t actually about you, it’s about how your experience, your vision and your plan come together to help your customer.
So on the About Us page you have a real opportunity to reinforce the valuable selling points of your business and show how you can deliver an excellent service based on your passion and experience. You should also be very clear about the team or people behind the company in the opening to minimise confusion.
“Santa and Amal Simothy and Hitul and Seema Thobhani are two couples that believe passionately in doing more to nurture children’s life skills and emotional skills. They founded kidz4mation so that primary schools, councils and community projects had access to resources and workshops that teach children life transforming skills through stories, activities and fun.”
Is an example of strong opening to an “About” page.
What I like about the site is that the caring personalities of the 4 couples is evident. I am certain that this will evolve further as more content is added. I would like to see a “packages” page, or more details about what happens in an actual workshop so that schools can get a feel of what will happen if they hire the team. The grammar and spelling needs a few tweaks, especially if it is to appeal to professional bodies like schools and councils, but it’s more important that the team feel passionate about spreading the message of their service, and this enthusiasm and authenticity shines through.
About the Author: Amy Harrison runs Harrisonamy Copywriting. She is author of The Copywriting Phrasebook which helps business owners and bloggers write killer web content and sales copy. Visit her site for your free “How To Be Yourself Online” worksheet.