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Fred follows up on Joyce's
review of Connect-focus on print
Okay, Joyce, we pretty much agree with your points... but my observation was in the
overall "Positioning" of the site. The site seems to be more intended to
gather information than purvey content. As you said, content is scarce, and what
is there is very shallow content.
__ One suggestion I would
make to Richard is to provide a "FEATURE" graphic that will help the reader
a) focus on something important, and b) draw them into the content well visually.
__ Overall, the whole
page has an overall "sameness" -- there's no stars, nor focal point. The
branding and button bar is the only real visual rewards on the page, and they're
bland enough to sink into the background. Yes, we clicked around, and landing on
other pages jolts you out of the expected look.
__ A more subtle observation
might be that this look of "sameness" translates in the reader's mind as
"more work to do". Any time you present the reader with this much small
text, they either WANT to read it, or they pass it by. What will make the reader
WANT to read would be a visual image to hook the eye and stimulate curiosity, or
some headline that entices.
__ I believe the site
is simply positioned incorrectly. Promising "All the latest" then delivering
repeated calls to "sign up" and "click here" is not the promise
Remember Richard: "Deliver the Dream" give them what they came for, and
they'll sign up.
Now, go and visit www.Salon.com. I know -- a totally different positioning. However,
notice how they provide a single, simple focal point (amongst all the SPAM) which
draws you into their feature.
A strong lesson.
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