Every week, I perform a free web design audit to help a small business in Perth.
Today I’m helping a plumbing company called Charter Plumbing.
What’s the Purpose of the Page?
Good web design achieves a purpose.
So let’s evaluate the call to actions on Charter Plumbing’s homepage:
- Blocked Drains (clickable link)
- Hot Water Repairs (clickable link)
- Leaking Taps & Pipes (clickable link)
- Call Now 9360 3777 (clickable button)
- Book Online Now (form)
- Read More (buttons)
1) The first 4 of these call to actions are embedded within a slider. Although sliders are used extensively they suck in terms of highlighting a single purpose on the page. The most important call to action (i.e. Call Now) is buried within the slider and takes about 8 seconds before being displayed.
2) The form is very unappealing and requires the user to scroll below the fold.
3) The Read More Buttons could all be more descriptive. For example, Read More About Hot Water, read More About Leaks & Taps.
Can the Copy writing & Visuals be Improved?
Are Charter Plumbing using appealing headlines?
These are the headlines they’re using on their homepage:
- Your Local Emergency Plumber
- We Can Help
- Residential & Commercial Perth Plumber
- Perth’s Gas Plumbers
- Got a Blocked Drain? – We Can Help
- Charter Plumbing Services Perth
4) Here’s how I would write their headlines:
- Plumbing Emergency? Call Us Now on 9360 3777
- Whatever Your Plumbing or Gas Problem We Can Help You Fix It
- Residential & Commercial Perth Plumber Since 1972
- Perth’s Gas Plumbers – 32 Highly Qualified Plumbers
- Blocked Drain? Call Us Now on 9360 3777
- Affordable Charter Pluming Services Perth
Social proof is a powerful selling aide. Let’s look at what social proof Charter Plumbing have on their site:
- Testimonials (under the heading what our client’s say)
5) Here’s the social proof I would add:
- Pictures of the team, the plumbing vans and the head office.
- Images of the various qualifications and or industry associations
- Their star rating on Google or other review sites
The visual elements on the page should support the company’s value proposition.
Charter Plumbing have a rotating slider with an image of pipes on a piece of paper that reads great service and an image of drop falling into a pool of water. Further down the page they have an image of two gas heaters.
6) A quick Google image search shows some of the images that are available for charter plumbing. There’s a great image of the team in front of a van and their offices. I think this would be a much better image to use.
Does the Design Work?
Lets have a look at the design elements on the page:
The first thing I’m going to look at is the above the fold content.
Do Charter Plumbing mention the primary purpose of their page in the above the fold content?
7) Charter are using a slider above the fold. I have already mentioned that sliders aren’t good for highlighting the primary purpose of the page. I would change the slider to a single image and I would put the clickable phone number on top of that image.
Next I’m going to look at fonts and use of white space.
8) I don’t particularly like the font their using. I think they could use a better font that is easier to read. They have 2 fairly large blocks of text that could be made more appealing. However, I think other than that they have used white space quite effectively further down their page.
Finally I’m going to look at use of visuals, colour and prominence of calls to action.
9) As said previously I think a single striking image with a call to action would improve their above the fold visuals. I think they could make better use of the deep blue colour of their logo, which hasn’t been used in the design of the page.
Is the Layout and Navigation User Friendly?
It’s important that navigation is user friendly.
10) Charter Plumbing are not using standard navigation on their site. Instead they have clunky icons as their navigation. Their navigation doesn’t appear to be working on mobile devices. They also don’t have any navigation in the footer of their site.
Are they Using Mobile Friendly Web Design?
11) I took some screenshots of how their site looks on mobile. In the picture below you’ll notice a black banner with a plus sign in the middle. Clicking the plus sign does nothing and therefore this element is a complete waste of space. Also the slider become very cramped. You’ll also note further down the page there is a large amount of white space.
Does the Website Load Quickly?
I ran http://charterplumbing.com.au/ through https://gtmetrix.com/
Below are the results:
12) There is a lot Charter Plumbing can do to fix the loading speed of their website.
I hope you’ve found this free web design audit insightful. I am #1 Freelancer For Web Design Perth: I’ll Do it for 50% Less
If you’d like me to review your company/ industry please contact me.