What is focus?

This is most important question to ask yourself before you begin any project. In case of www.profitmaker.net, main purpose of site was to promote client's downloadable book. The original design failed to accomplish this. Not only was book difficult to find, it wasn't even mentioned on main page! See for yourself:

http://www.profitmaker.net/old_site/index.htm

In order to ensure downloadable book can be easily accessed by a visitor, two links were created on main page to lead prospects directly to download page. If link in header doesn't draw attention of prospect, large graphic of book in center of page definitely will. Also, eye-catching text, designed to promote benefits of product, accompanies each link leading to book's download page. This gives prospect yet another reason to download book.

http://www.profitmaker.net

Does your design achieve continuity?

A simple way to diagnose this problem is to ask "Do all elements in webpage look like they belong together?" The original design of profitmaker.net had two major problems in this department. The choice of graphics for navigation and choice of fonts were throwing off overall unity of page design.

But before I get into reason why it's so different, it's important to understand a little about company's culture.

Gardner+Lang's (G+L) Managing Director, Chris Lang is a big believer in "give and you shall receive" mentality. In fact, that's one of reasons his business is so unique. He isn't in business of selling real estate or managing commercial property. Instead, he takes focus of working with affluent investors to help them increase their property wealth.

The Gardner+Lang positioning statement sums it up perfectly. It says, ""Helping High Net Worth Clients Acquire, Manage and Market their Investment Properties ... For Maximum Return"

CHALLENGE

Chris' previous website was created a number of years ago and was looking a little dated. What's more, it really didn't capture uniqueness of his company's services. Not only that, Chris sends out an excellent e-Bulletin each month, but problem he was having was that he wasn't achieving many subscriptions online.

Chris approached us to re-engineer his content, revamp his copy and re-design HTML portion of his website so it achieved three outcomes:

1. is rich in content so it built a relationship with prospective clients: 2. it generates a larger amount of traffic by way of search engines; 3. and also maximises number of email leads they generated.

RESULTS

1. Ease of Use

The previous website already had some really good content, however some of it was buried within website so it was difficult to access. The new website includes additional articles, and with existing content, we ensured that a number of sub-pages were visible from home page so people can easily find all information that interests them.

2. Maximising initial interest

Previously, headline for website was simply their company "tag line" or positioning statement which said "Helping High Net Worth Clients Acquire, Manage and Market their Investment Properties ... For Maximum Return". Whilst this headline promoted some very strong benefits, we decided to use a headline that was shorter, sharper and drilled deeper to hit core hot button of investors.

The following headline was decided upon "Interested in quadrupling your property wealth in as little as 5 years?"

As you can see, this headline is shorter and more benefit oriented plus it offers a specific outcome, but main element is that it's use as a question adds a curiosity element and makes people want to

3. Maximising length of stay on site

To increase length of time people spend on website we featured a number of key articles from previous editions of G+L e-Bulletins. These articles are featured as teasers featuring two or three paragraphs of each article, then to read more, people need to subscribe to their e-Bulletin. Once they have subscribed they can then access full article.

The purpose of teaser format was to capture as many email addresses as possible.

4. Enquiry generating mechanisms