Problematic Websites

A.  http://tectorch.com/

 Potential Problems

1. Disorganized Presentation   
The overall impression when entering this website is that it is very disorganized and busy.   As a user, my first impression is that it will take substantial investment of time to find what I need.  It appears the company feels they have to give their entire sales pitch at once because they are not comfortable that the viewer will want to take time to explore more about the company on subsequent pages. Even though the company does take pains to establish their bona fides at the beginning, the amateurish look of the site gives the impression that the company is operating out of their garage. That being said, they may be the only welding company to have a website, or it may be comparable to other welding websites, but a professionally designed website would be an opportunity to distinguish themselves as a more reliable vendor.

 2.  Difficult to Navigate
The list of product links on the left side of the page are not organized in any discernible fashion (alphabetical), and there is no clear boundary between the column of links and the main page.  The secondary pages of product descriptions are not consistent.

3.  Difficult to Order
The only way a customer can place an order is to either phone the company or send an email listing in detail the product number, quantity, etc.  This could lead to errors in the order process.

Potential Improvements

1.  The typefaces and images are too large, and alignment is not consistent.  Headings should be the same size, weight and color to let the reader know a different topic is introduced.  Judicial use of color could help to distinguish the different sections of the page.  The left column should be wider, not presented narrowly as an afterthought.  The product images should be smaller and presented consistently.  Spelling errors (customer's comments implying there is one comment from one customer vs. customer comments) should be corrected.

2.  The user should be able to view the home page without scrolling.  The left column should be used to provide the user with a logical presentation of the website's contents.  History, contact information, product information should be presented in a logical format so the user can select an area or product of interest.  The secondary pages should have a consistent look.

3.  This is clearly a sales oriented website.  There is no industry links, product demonstrations or other information that is not directly related to purchasing a product.  In light of that, there should be price information available on the site (unless these products are a custom designed and built product line). If a product is a custom priced item, this should be stated with a notation to call or email the company for  pricing. 

3.  The user should be able to order to inquire about a product with greater ease.  Even if the company cannot afford or justify the expense of a sophisticated shopping/cart order system such as amazon.com, the company should provide a form or some method where the user clicks on information they want rather than being required to type a detailed email.

B.  http://www.richsoil.com/raising-chickens.jsp

 Potential Problems

1. Disorganized Presentation  
My first impression of this page is that it was not professionally designed.  It took me a few minutes to figure out if they were trying to sell something or if it was an information only page.  This type of presentation would probably not be viewed unfavorably by someone interested in this topic and who understood that it was developed by a person who was just trying to share his expertise.

This page needs some form of hierarchy of importance with regard to the purpose of the page.    Even though it is a supporting page to www.richsoil.com, the most prominent heading is the advertisement on the right side of the page.  The heading Permaculture Articles is relatively small.  There is also no index of the topics (and videos) discussed on the page.  The reader should not have to scroll to see what information is available.  

2. Hyperlink Advisory 
There should be some kind of notice below or adjacent to the ad that they are leaving the site for an advertiser's site.

3.  Large Type/Large Graphics
The type is a very large, serif type that is difficult to read in the volume presented.  The graphics (especially the egg graphic) could be incorporated with the text so that they don't take up so much space and add to the scrolling requirement.  A judicial use of color would also be helpful in providing contrasts and organizing the presentation of information - especially the tables.

Potential Improvements

 1.  There is a note buried in the body of the page that states the site is under development and asking for reader comments.  There is a link to a blog  where readers can make comments, although the comments I saw were related to the topic, not the site.  This is great.  However, the notice should be placed more prominently at the topic of the page in larger type.

2.  The left column should be used to provide an index of topics discussed.  Even more helpful would be a hyperlink to that section of the page.  The additional links are helpful and should remain labeled as such.

3.  The typeface should be smaller, and should not span the width of the page.  Columns and colors could help to present the information better.  The 'factors' discussions should also be treated graphically different than the narrative.

Two Sites and What They Have Done Right

 http://www.toyota.com

The information on this site is very organized.  Menu options are clearly identified at the top of the page, and submenus are tucked under the main headings minimizing clutter.  A gray color is used to provide contrast and interest on the page.  The graphic box hyperlinks to subheadings also provide contrast and interest.  A search feature is provided.  The user is also invited to engage the company via email, YouTube, Facebook, Twitter and Google Plus. 

 http://www.ford.com

The Ford site also employs a professional presentation of information.  Similar to the Toyota site, subheads are clearly identified without creating clutter.  The huge color graphic on the page contains smaller graphics with convenient hyperlinks to specific car models.  Like the Toyota page, the typeface is small, but not difficult to read. A search feature is provided.  The user is also invited to engage the company via email, YouTube, Facebook, Twitter and Google Plus.

How Does Design, Aesthetics and Branding Impact My Reaction to the Website?

As a potential customer, I expect more professionalism from a site where I am considering making a purchase.  Rational or not, if the design and aesthetics of a site project an amateurish persona, I begin to wonder whether they can handle processing and shipping orders.  I'm also very reluctant to provide credit card information.  If the company can afford to invest in a professional presentation, how little are they investing in their 'behind the scenes' processes?

As an avid reader of gardening articles, I'm used to a presentation similar to the Raising Chickens page.  While it would certainly be easier and more helpful to have a better organized presentation, I am infinitely more tolerant of an individual who generously donates their time to share their expertise.