I’m glad to see that Crawford House Collectibles realizes their site has severe problems and they are willing to seek assistance. I hope some of these suggestions will help.
1) The background graphic is very unappealing. Try something “classy” such as a light-colored marble or sandstone or “classic” with a “weave” texture such as slightly yellowish large-fiber cloth or even a light-colored wood.
Check out these background images:
<a href="https://murdok.org/images/rosparch.gif
<a href="https://murdok.org/images/sand.gif
2) Considering the line of business, a border would be nice–possibly something “lacy” or with a wooden frame look.
3) If they sell collectibles, they should have a few pictures of collectibles, even if they don’t sell the particular items.
4) NEVER use any type smaller than 10-point arial or 12-point roman (at 640×480 resolution; most people now use 800×600, so a proportionately larger size should be used). A LOT of people have trouble reading small typefaces. If text is important enough to be ON the website, it should be legible!
5) Their navigation graphic has a “techno” feel. It would be okay if they sold industrial electronics or mechanical equipment but it’s out of place in their line of business. They need something more “warm”, such as a wood theme, i.e., using buttons that have the basic appearance as if they were are carved out of wood.
6) Collectibles is an “artsy” field. They need an “artsy” look to their site, even if it means hiring a graphic artist. They need an artistic logo. Currently, the basic feel of the site is like an industrial supply company, such as electrical or plumbing supplies.
7) The basic red and blue hues they use for text are garish. People commonly select “Red” and “Blue” for colors, but they normally are too bright for commercial sites. Instead, use #cd2159 for red (It’s half-way between “red” and “maroon”.) and Navy for blue.
8) A sans-serif typeface such as Arial tends to subconsciously give a sort of “cold”, impersonal Nazi gestapo impression – DO IT! NOW!
However, for small-typeface, peripheral items such as navigation links at the bottom of a page or on buttons, Arial tends to be much more readable. Arial bold is particularly good for those.
9) A serif typeface such as Times Roman tends to give much more of a “warm”, “friendly” feel.
10) On the home page, the material in parenthesis should have links. Normally, when a site lists product categories, the list items link directly to the relevant pages. Visitors assume that is the case. When you click on a category and nothing happens, it gives the impression that it is an “under construction” site. (Yes, even though there is a big “Enter the Store” button.) Even though the visitor can click and Enter the Store, it still is somewhat annoying to try to click and have nothing happen and it leaves a negative impression.
11) Include the phone number on the home page–prominently. Since they are wholesalers, it is probable that many potential customers will want to call them–particularly if the person is looking for something they don’t stock.
12) Get rid of the AOL e-mail address. PROFESSIONAL companies have their own e-mail address.
13) Does the buyer need a decorator’s license to get the wholesale prices?
14) “Super low wholesale prices” can give the subconscious message, “Cheap Junk from Hong Kong and Korea.”
Use something like “Quality items at affordable prices” or “great value” or “friendly prices”
Use words that emphasize value or appeal to the senses, like:
quality
value
classic
artistic
masterpieces
treasure
lovely
beautiful
artwork
beauty
love
lasting
timeless
excellent
superb
top (quality, service, etc.)
tremendous
helpful
courteous
service (good, high-quality, friendly, etc.)
friendly
wish
desire
please (sure to please)
discriminating (i.e., recognizes quality)
knowledgeable
taste
tasteful
exquisite
decorative
many years to come
eternal (beauty)
match your pocketbook
easy on your budget
all price ranges
in a variety of price ranges
a jewel in the crown of …
For example:
Timeless masterpieces of classic beauty you will treasure for a lifetime.
Excellent quality and superb values that are sure to please even the most discriminating tastes.
14) If they also sell “Cheap Junk from Hong Kong and Korea”, plenty of people want that too–e.g., for “business gifts” that have a maximum tax-deductible amount of $25. Indicate, “High-quality affordable merchandise ranging from very affordable … to ….”
15) People tend to associate the term “distributor” with “large purchase required”. I would assume that a “Global Distributor” will have significant minimum order requirements. If not, say so and make it easy to find from the home page.
16) Register for what?
17) Since this is a wholesale distributor, do they sell on credit? If so, what are the terms? Can customers fill out a credit application on-line?
18) What about return policies?
19) Do they accept items on consignment? If so, what are the commission rate and other terms?
20) Since they are “global” distributors, who handles customs paperwork? What about EU taxes, etc.? What international shipping methods are available? Do they have a special foreign orders department?
21) I clicked on Contact Info and it returned me to the home page. (I use Netscape 7.01 under Windows 98.)
22) Include the navigation bar from the Registration page on the home page.
23) Blue is not a “nature” color and grey is drab. Change the main color theme of the website to something more “nature” oriented, i.e., “earth” tones, which will be much more in line with the colors of a lot of the products. (This applies, e.g., to the navigation bar. I suggest a reddish brown with white letters.)
24) On the Product Listing Page, the link colors are very hard to read. Always use colors that give high contrast but don’t clash. Consider making all text bold. Good color combinations for links are:
Navy or Blue for unvisited and Purple or #cd2159 for visited
Blue for unvisited, Navy or Purple for visited
#cd2159 for unvisited, Purple for visited
Of course, combinations need to be fit with background colors. For instance, if you are using a medium brownish background, purple will provide poor contrast and the colors will clash.
25) Include multiple images on a page and let the customer click on desired images to see a larger version and more information. (See, e.g., www.HubbleSpacePhotos.com/a-thumbs.html) People don’t want to have to click through page after page to see if there is something they want. Many people use a dial-up modem that only runs at 33.6k.
26) Include shipping information regarding the items, e.g., how much does it weigh? If that is largely irrelevant (e.g., most items sold are under 5 pounds), mention that up front.
27) They may be able to get a college art student to give them some ideas on layout for very little money, perhaps someone from a Community College.
28) If they are not using website professional designers and are having someone in their company set up the site (which appears to be the case), in general most women have a better sense of style, layout and design than most men, even if the women know nothing about programming or computers. On the other hand, “technically-oriented” people setting up the website will usually be men (unless they are professional programmers). Tech people tend to be notorious for poor taste regarding visual design and layout.
29) They can even just ask around if anybody has a child with artistic talents. Anyone about 16 years or older with artistic talent may be able to help. The person doesn’t have to design the entire layout–even some general suggestions can help.
Rick Reinckens, webmaster
www.HubbleSpacePhotos.com
www.MessianicSeder.com
(and numerous sites that admittedly, have an amateur look and feel, including)
www.GodOnThe.Net
www.WhatTheBibleTeaches.com
Christian Chapel Internet Outreach Ministry
www.GodOnThe.Net/cme (must be lowercase)
www.GodOnThe.Net/jewish (must be lowercase)
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