Career Coach Website Design Review

ARTICLE SNIPPET - Devoting Too Much Homepage Real Estate to Website Navigation and Graphic Images Demonstrates a Compromise in the Selling Power of Text—a Major Mistake for a Lead Generation Site like CareerCoach.com

We have often heard prospects say, “Executives don’t want to read,” or “Your site has to really stand out to be taken seriously.” We suspect this perspective guided the development of Jerry Stein’s CEO Perspectives: Executives and Leadership site at CareerCoach.com. The site is graphics heavy to a fault, with elaborate transitions between “executive art” that accompany each page change. Unfortunately, the design relegates text set in a small type size way down on the screen—often, below the fold.

Each time you choose a different navigation link, a different visual appears, often accompanied by a left-to-right fade. The majority of the screen real estate on each page is devoted to the navigation and the graphic images that accompany the link. Regardless of the actual success of this site, it is more an “image” site than an aggressive lead-generating site.

The newsletter description is a restatement of the firm’s description and mission, rather than a benefit-oriented description of why visitors should sign-up for the newsletter. The site does not feature any community involvement options: forums for exchanging ideas or commenting on matters of joint concern. A short video of the firm’s founder, Jerry Stein, could have personalized the site - short audio testimonials from satisfied clients could add impact to the testimonials. The site lacks a “marketing funnel” that would allow visitors to gradually build a relationship with the firm before making a commitment to go all the way. Even if I were an executive, I doubt that I would return to the site, because—without content, only brochure-like “descriptions”—why bother?

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