This website is awful…..

….and it isn’t UX either

Image source: www.widerfunnel.com

Image source: House of Wax, Great Yarmouth.

The most highly appealing websites are those with lower visual

complexity and a ‘typical’ design

*Ref: Google Research from 2012 - http://bit.ly/1MyaeR9

50ms

to form an

opinion*

simplicity USPs

relevance reassurance

clutter deadline

.

Does the page headline match the paid traffic

message?Does the main message stand out from the page?

Does the primary CTA make sense as the next step to

take?Does the primary call to action stand out from the page?

Do images and video support the main message? Are there a large number of navigational options?

Is the language used clear, concise and direct?Is there reassurance given about your company’s

credibility?

Do you have a prominent primary call to action? Is there any evidence of happy customers?

Does the messaging work across different devices? Does a neutral third party provide further reassurance?

Are your USPs on the page at all? Are there any reasons to respond quickly?

Do they standout from the page? Do you display availability levels?

Do they demonstrate a compelling reason to choose

you?

Is there an advantage to responding now compared to

later?

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No

Yes No