Every week, I perform a free web design audit to help a small business in Perth. Today I’m helping a air conditioning company called Aussie Air.
What’s is the Primary Goal of the Page?
Every page should have a primary goal – that’s the ultimate purpose of good web design.
So let’s review the call to actions on Aussie Air’s homepage:
- Ph: (08) 9302 1611
- Read more three times under Evaporative air, Reverse Cycle Air and Split System
- Contact us for any of your air conditioning requirements
- Watch Our Video
1) None of the above call to actions are very compelling. The clickable phone number in the top right hand side of the page is a good start. Sliders are not good for conversion and I don’t think their slider is very effective. I would bring their video into this area. Watch Our Video immediately begs the question – about what? What’s the video about – explaining this would make a much more compelling call to action.
2) I would bet the majority of the public don’t know the difference between evaporative, reverse cycle and split system air conditioning. Better headlines would be something along the lines of Air Conditioning for the Whole House… Air Conditioning For A Single Room etc Read More could be something more compelling.
3) The contact us for your air conditioning requirements is in tiny text right at the bottom of the page. This should be big and bold and in the above the fold content.
Improve Copy & Visuals?
Could Aussie Air improve their headlines?
These are the headlines they’re using on their homepage:
- Air Conditioning Perth
- Air conditioning installation, services & repairs
Once again these are not very compelling headlines and I think there needs to be more headlines on the page.
4) Here’s how I would write their headlines:
- We Stock All The Best Air Conditioning Brands Right Here in Perth Including Panasonic, LG, Mitsubishi, Airstream Advantage Air, Breezair and Braema
- Trust The Company That Has Supplied, Installed & Repaired Air Conditioning in Thousands of Perth Homes Since 1987
Social proof can double or triple sales. Let’s look at what social proof Aussie Air have on their site:
- There is a reference to Aussie Air being in business since 1987 and that is literally all the social proof I could find.
5) Here’s the social proof I would add:
- Reviews from around the web – whether that’s from Google, Facebook, Yellow Pages etc
- Testimonials from happy customers
- Their qualifications or awards
- Pictures of the team, their offices or work vehicles
The next question they need to ask is whether the images they’re using support the company’s value proposition. In the case of air con, the value proposition is to cool the environment when it’s unbearably hot or warm it up when it’s freezing cold.
6) Aussie have a slider which shows various images of how their product works. Could they use a better image? A google search of air conditioning images shows what their competitors are using. The image I like the most was an image of a family with sweat pouring down their foreheads and the words This Summers Hottest Sale in fire red letter.
How About the Design?
Let’s dig into the design elements on the page with the first thing being the above the fold content. Remember the purpose of great web design is for the page to achieve a primary purpose. Aussie Air have a slider in their above the fold content which is basically a rotating purpose.
7) I would far prefer to see a compelling full screen image that highlights their value proposition, a compelling headline that tells people why they should use them and a call to action such as a number to call or a form to get a free quote.
Next is the fonts and use of white space.
8) Their font is very difficult to read and not very interesting. I would recommend choosing a font that is easier on the eye and also increasing the font size. They also have a large block of text – I would break this into headlines, bullets and images.
Finally I’m going to look at use of colour.
9) The Aussie Air logo has a red and blue wave. These are the colours they should be using on their page to draw attention to important areas. Red is an interesting colour that draws attention. Aussie Air have used red sparingly on the page. I would have much bigger red call to actions to highlight the important aspects of their page.
I hope you’ve found this free web design audit insightful. #1 Freelancer For Web Design Perth: I’ll Do it for 50% Less