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Horizon
Payroll is a fast-growing payroll company with
a 25-year history in Dayton Ohio who wanted a new look
for their dated website.
The original website
(see the before image) for this payroll services company
made the typical mistake of placing the mission statement
on the home page.
The reason this is not a good idea is
that it is too soon -- the new visitor to your website
is not interested in this information yet. They
haven't yet decided whether you even have a product or
service that they need or want.
In general, present information
on your website in the order of the buying process. First,
you need to present a problem that your visitor is
experiencing, then show the benefit of using your product
or service to solve that problem.
Feature details would logically come next, followed by presenting testimonials to show how others have been happy with your service.
Then
and only then, would you show the mission statement --
when they are ready to find out more about you and
your company.
Before & After Designs
Notice the difference between
the "before" and "after" designs.
All the pages used frames. The search engines
cannot read any of the text within frames, so they did
not have any visibility in the search engines.
The new website incorporates the use of:
- Search engine friendly coding
- Subheadings (for skimming text)
- Bulleted lists
- More links on
every page
- Marketing text that is easier to read -- less text
-- more message
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