Narrative as strategy

This site, which just went live, turned out to be all kinds of fun to put together.  I haven’t really created a site before where narrative was clearly the approach to take, but in this case:

• I had to incorporate the caricature in the client’s logo.
• As a small, family business, telling their story also points out the benefits of dealing directly with an experienced, independent professional rather than going through a larger company.
• I just fell into it.  My background in creative writing simply kicked in, given the elements involved here.

Certainly, this presentation is a big contrast from what you’ll find on the typical pest control company’s website, but as website design these days becomes ‘cleaner and cleaner’ (which to me often results in a more and more generic look), the personal touch that a family business can offer comes through most clearly when the overall website presentation reflects uniqueness and a personal touch.

The narrative just seemed to write itself, and it was easy to focus on including the information the customer would want to know since I’d recently had to call a pest control company myself.  So I was able to include points that had been important to me, such as that the Bug Man (Dave) answers every call himself; you never get a message machine or one of a dozen salespeople on commission who want to sign you up for a plan.  Instead, you get the expert, direct.

What to show?  What not to show?

It’s critical when dealing with the messier professions not to show too much of the mess.  Displaying a mop and pail on a janitorial service site only reminds people of thankless drugery; showing the result–a sparkling clean office building–works much better.  Knowing this, while I wanted to use pest images, I knew they should be used  sparingly.  In the header, I placed a single cockroach on white:

It’s just enough to remind you about the problem that needs addressing.  At the bottom of the homepage text, beside the call to action, we have a ‘results’ picture, demonstrating what a call to Dave will get you:

There’s a list on the right of all the common pests and pest-related problems they address, so the reader will know that–yes–they address the problem he’s come to the site with, and a special icon to draw attention (important, in this university town with a high, frequently-mobile student rental housing population) that this company specializes in bed bug control.

The ‘About’ page tells not just about Dave and the family members who work with him, but how their small, personalized approach will benefit you.  Dave also has some big, well-known accounts, like the University of Oregon, so a list of his high-profile accounts are listed in a sidebar, adding to the business’s credibility.  There’s also a prominent mention of their ‘A’ rating on AngiesList, and a page of impactful testimonials.  As the website visitor comes to the end of the ‘About’ page, there’s a mention of Dave’s appearance on a well-know television show, and a subtle graphic reminder to call Dave right away:

Overall, the tone is light and somewhat humorous, but filled with information that should resonate with the reader and let him know that Dave is knowledgeable and dependable, a good bet to call if you’ve got a pest problem.

Visit the site here: AskTheBugManOregon.com

Site redesign: Creating a clearer picture of this Salem, Oregon preschool

I was contacted recently by a preschool in need of a website redesign. The problem, as they saw it, was that nobody could find their website because it wasn’t showing up in the search results. Exploring the site, I could see that it would also benefit from a more up-to-date design, a clearer message and additional information. Here’s the original site:

What I saw:

• Purple background:  Less than professional, and tinted toward girls.  What first impression would the parents of a boy get from this?
• A banner image that tries to do too much (children, activity, Oregon) and succeeds only in being puzzling
• Image in the upper left corner is from another era, transmitting the subliminal message that this school is out of touch with today’s kids
• Left-side navigation is also dated
• There are no headlines to catch the eye; text is all in paragraphs
• Page copy wanders and doesn’t present a clear picture of the school, their philosophy, and most importantly, the benefits their school holds for kids who attend.

Given the above, my wish list for the redesigned site included the following:

• Joyful, contemporary colors that say ‘now’ and don’t lean either subtly or overtly toward one gender or the other (no standard blue, no pink or purple)
• New logo that accentuates the name
• A headline that immediately transmits what  unique benefits a child will get from attending this school (homepage)
• Readily available answers to a parent’s most urgent questions
• A clear description of the school and what it offers
• Pictures that will convey the essence of the school, so by browsing the website you come away feeling like you’ve been there to visit.
• A way to counter the skepticism/wariness some parents have re the concept of  ’discovery learning’

Here’s the redesign, which just went live tonight:

The green and turquoise colors were chosen because they’re both contemporary and neutral… and fun!  The headline focuses on this school’s specialty: creating and nurturing eager learners.  (Note, too, that this is a benefit, not just a feature, and hence more valuable to the site visitor.)  The quote on the left, taken from one of the school’s excellent testimonials, was chosen because it resonates so well with a basic concern all parents have  (“Leaving your child in someone else’s care on a daily basis is no small decision…”)  The page also has, at a glance, the most important information a parent might need: a listing of what programs are available (also helpful for SEO, which was non-existent in the old design), and the names of local elementary schools where this preschool picks up children for its after school care program.

The starting point of all this?  I put myself in the shoes of a prospective preschool-shopping parent and asked myself, “What would this parent want to know?  What would be their concerns?”  Then I tailored the content around the answers to those questions.  Any website is successful only as it meets the needs of its target audience, so value to your audience/market is your goal.

The new design includes fresh copy that concisely explains the school’s benefits, broken up into small, easily identifiable sections.  Scattered throughout are many pictures of joyful, busy children and testimonial quotes from parents that support the points made in the adjoining text.

A particular challenge was to respond to the common misconception that discovery learning, the method used by this school, is “just play”.  I’ve found that if you have an element your audience may consider a negative, it’s best to confront the misconception head-on.  The easiest way I’ve found to do this is through FAQ questions.  The question gives you an opportunity to answer the objection and set aside the audience’s concern.  So one of the questions included was “But isn’t it just play?”  FAQ questions can also give you the chance to highlight your big positives.  The question “How much staff turnover do you experience?” allowed me to highlight this school’s dedicated longtime staff and the very low turnover rate they have, as well as noting how this stability will benefit the children who attend here.

I was lucky to have available a wealth of great photos that the school had on hand showing both the activities available and lots of happy, active kids.  As is my practice, though, every picture I used was processed through Photoshop first, cropped and adjusted for lighting, contrast and sharpness so each image could be as effective as possible, as in this strip below.

Now the school has a website that clearly reflects the essence of what it is and what it does, and which should prove helpful to parents shopping for preschools, kindergarten or after school daycare in the Salem area.  And with some carefully crafted SEO, the website should no longer be hidden from searchers looking for what this school has to offer.

Visit the website here: Bud to Blossom School

The website as engine-less car

I’ve been trying to come up with an analogy that will get across clearly to potential clients the critical value of a web designer who focuses on more than just the mechanics of site-building. Because really, no site design alone, no matter how great, is enough to make a site successful.

And frankly, websites need to be more than works of art; they have a job to do. They need to sell your service or product. They need to let people know how what you do can benefit them. They need to communicate what you have to offer that the next guy in the search results doesn’t. In short, they need to have a message and a strategy.

To launch a website without these two factors is like having a gorgeous, cherry [and engine-less] Corvette in your driveway. Sure, it looks flashy and it’ll impress your friends… right up until they ask to take a look under the hood, or want you to chase them down some twisty canyon road to test your skill against theirs.

If you don’t have professional input shaping your website’s presentation and copy, if you don’t have someone doing SEO tailored specifically for your needs, if you don’t have input from someone with a marketing background… then your website could be just another shiny sports car permanently parked in the driveway. People might stop to take one quick look, but soon enough they’ll take off again, searching for a car that will really move them.

Is your logo telling the right story?

I love it when someone comes up with a compelling–and necessary–question that we’ve somehow neglected to consider. John McWade does this in the following video lesson from Before & After magazine. Even if you don’t need a logo, the lesson about the subtle message your presentation may be sending is invaluable–and critically important.

More good stuff from John McWade

Designing without graphics: Who knew the results could be this great?

Great quick logos

John McWade does some of the most effective and beautiful/uncluttered design I’ve seen. This short video he recently put out on creating simple logos is so great I just had to share it: