screenshot of engineering company website

The way of avocado appliances

Every internet visit provides you an opportunity to analyze websites so you can improve your own. There is no shortage of material out there! Let’s take a look at an engineering company website I came across.

Web-sins of this site include:

  • Opening animation: First, only its name trickles in a letter at a time; then it explodes and resets itself (a letter at a time) in the upper left corner of the home page. Many visitors will not wait that long, and there goes a relationship opportunity and potential customer.
  • Poor readability: White text on black background is hard to read in large amounts. You don’t want to annoy your visitors so much that they don’t stay to read the text.
  • Also, the font is very small. You don’t want to strain your visitor’s eyesight—that does not recommend you.

Here are some ways this business could improve its website.

  • Tell the audience what you do. “Serving clients by developing efficient and creative solutions” does not say anything. Solutions for what? Sure, they’re an engineering firm, but what do they actually do? Can they help me? If a visitor does not feel you understand their problem, they won’t go to you for answers.
  • Don’t use opening animation. It has gone the way of avocado appliances. It makes you look old and out-of-touch.
  • Improve readability by using a larger font and use black text on a white background.  Would you want to work with a company that annoyed you?
  • Make sure all your links lead to valuable content. Check for dead ends. The potential customer may be thinking: If they don’t pay attention to details on their website, can they manage my multimillion dollar project?

Lesson of the Week:

Don’t remind them of Grandma’s kitchen—and don’t make it hard for Grandma to read your website.