6 of 6
BACKNEXT
Self-Defense Technology
Self Defense Technology

AfterBefore
1 2
The site: self-defense-technology.com

Makeover: Rule #1: Don't terrify your customers

The problems: Poorly written marketing copy, an overloaded design, and a confusing purchasing process

The fix: This retailer of pepper spray, mace and other self-defense products toned down the home page by removing most of the jarring red-and-black color scheme and consolidating the text into a concise introduction and list of top product categories.

The product pages now have enlarged images with accompanying descriptive text. Plus, each product has its own page, so the visitor doesn't have to scroll forever to see all the content. That's also a boon for search engine optimization.

One big downside: The old pages are still alive. From the products links on the right of the home page, the visitors are directed to the new, improved pages. But from the top tabs, they still may wind up encountering the site that our experts had critiqued.

Noam Kerner of Noam Design says there is still a long way to go before the site is easy to use and clearly trustworthy. "There are countless platforms and Web site solutions out there -- many of them are very professional," he says. "Get back to the drawing board, abandon whichever Web team you've been working with, and get real about your online business. Seriously."

Serious entrepreneurs won't get far with amateur Web sites. "Everybody has a cousin or a friend who's a Web designer. But in today's economy and in today's Internet market, buyers are not shopping on crappy sites," Kerner says. "No matter what your industry or target audience is, customers are savvier, smarter, and more particular about their online shopping experience than they were just a year ago."

More galleries

Email | Print | Share  |  RSS
 
google my aol my msn my yahoo! netvibes
Paste this link into your favorite RSS desktop reader
See all CNNMoney.com RSS FEEDS (close)
LAST UPDATE: Aug 19 2009 | 3:13 PM ET
Sponsored by
More Galleries
7 hot businesses to start now It's hard to predict what businesses will take off, but these startup ideas have been drawing tons of interest from entrepreneurs and their customers on Thumbtack.com. More
How will a minimum wage hike hit businesses? Thirteen states increased the minimum wage on Jan. 1, and President Obama supports raising the federal rate to $10.10. 4 small business owners weigh in on how an increase would affect them. More
America's favorite businesses From a science camp for girls to a kombucha brewer, communities around the country voted on their favorite small businesses. These 12 came out on top, each scoring a $250,000 grant from Chase and a trip to Google's headquarters. More
Sponsors

Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer LIBOR Warning: Neither BBA Enterprises Limited, nor the BBA LIBOR Contributor Banks, nor Reuters, can be held liable for any irregularity or inaccuracy of BBA LIBOR. Disclaimer. Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.