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Friday, March 25, 2005
...and call center employees shouldn't supervise ad campaigns.
Since this company just contacted me by accident trying to reach either Google or Overture, now I get to trash their website. In the interests of self-preservation I'll keep it anonymous, though.
I should begin by mentioning that the entire site, including the flat text, is in flash. Apparently, if you leave the site running and go downstairs for a muffin, when you return, you'll have traveled back in time! (Cryptic reference to the line of business this company's in.)
How's this for an "About Us" page?
"_____ Advisors was founded by industry experts to protect the interests of [well-heeled clients]. We have implemented a comprehensive collection of services to... " Hang on a minute! Who the @#%$! is "we"? If you're going to be helping other execs manage their multimillion dollar expense, it really would be nice to know who you are. The contact us page is, no surprise, a pop-up form that discloses nothing.
And oh, the testimonials. "I saved thousands in commissions, with a simple phone call." - D.B., Palm Beach, FL. Well, if D.B. says so...
So other than the fact that the site lacks usability, credibility, and search engine indexability, and that employees call third-party consultants when they're trying to reach Google, it's plain that ____ Advisors is really maximizing its web marketing resources.
If I were a prospective customer, I'd probably want to look for one of their competitors. Which would be sad if ____ Advisors is really a great company. You just wouldn't know it from their website.
Posted by
Andrew Goodman
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Andrew's book, Winning Results With Google AdWords, (McGraw-Hill, 2nd ed.), is still helping tens of thousands of advertisers cut through the noise and set a solid course for campaign ROI.
And for a glowing review of the pioneering 1st ed. of the book, check out this review, by none other than Google's Matt Cutts.
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