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September 20, 2007 Results
Web site: innerkey.com
Overview: Inner Key provides seminars and retreats for optimizing focus,
performance, and wellbeing. Their proprietary technique is the result of
20 years of research involving a variety of medical, spiritual, and holistic
approaches. Their web site has been up a little over a year and has very
little traffic and presence in search engines.
Goal: They have plans to expand their workshop offerings and want to
improve the web site to make it effective for reaching their audience and
selling their workshops and retreats.
Problems:
1. The site is currently bland and nondescript in appearance. The banner
image appears to be a stock outdoor photo.
2. The headline is not compelling (Go Beyond ….Health Wellness Performance)
3. The newsletter subscription is not compelling (“sign up for our newsletter”)
and is below the fold on some systems.
4. There are no calls to action.
5. Testimonials are in a small, faint font (hard to read or even see) and have
initials rather than a name, thereby lacking credibility. The testimonials
themselves are bland and unlikely to prompt interest from the reader.
6. The content throughout the site is poorly written for the target audience
and the web:
* It is written from a third party viewpoint generally describing the approach
rather than from the visitor’s viewpoint which would describe the changes
in the lives of workshop attendees.
* It is generally composed of long paragraphs without much in the way of
boldface and bullets (i.e., not easy to scan for information)
* It is written in a language and style more suitable for PhD’s than lay public
looking for ways to a happier life.
Recommendations:
The recommendations all center around reaching and engaging the
appropriate target audience, as this seems to be the key problem for the site.
1. Watch 8 hours of infomercials (about toning your abs, makeup, vitamins,
real estate, etc.) Note how they word their pitches to prompt you to act and
how often they do so. Remember, there are 4 reasons people buy – to
become healthy, wealthy, sexier, or to save time.
2. Look at the web sites that are effective at converting visitors into sales:
* mattfury.com – This site went from $3,000 a month to $3,000 a day
when they rewrote the site to use effective ad copy and formatting
* perrymarshall.com
* dankennedy.com (subscribe to his ezine while you are there)
* womenapproachyou.com – This site went to a 5-figure monthly
income in 7 months.
3. Lift the main page headline and alter it to grab attention and compel
action.
4. Buy and read the book “Positioning” by Al Ries and Jack Trout.
5. Rewrite the entire site from the visitor’s perspective rather than the
researcher’s perspective.
6. Interview prior attendees and record on video, or at least on audio.
Ask, “How did it change your life? What was different for you after the
workshop?” Post on YouTube and podcasts, and transcribe to use
excerpts for testimonials. Always use full names and city for each
testimonial.
7. Look for your new headlines in the testimonials you get.
8. Look at ways to get your prior attendees to promote for you
(as speakers, affiliate programs, etc.)
Thank you to Bob and Sunny for putting their site up for our input and
asking us to pull out the big guns!
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