We've revamped our website home page and wanted to invite you to visit it and let us know what you think. The general template of the site hasn't changed, as our enhancements focused on five core elements:
- Simpler menu structure. When we first launched our website, our pages were never nested more than one level deep. We've since added new content and our site was getting harder to navigate. By going with a tree-like structure and adding markers to indicate which page you are currently viewing, we feel this solves our main usability problem.
- Testimonials. Ian Graham, the man behind The Code Factory, an Ottawa-based software co-working location, talks about how he enjoyed doing business with us. We feel this touch increases our credibility, and the fact that we get things done.
- Concise information. We've integrated much more information on our home page and re-worked the text to make it very concise. The home page leads you to numerous inner pages which feature more detailed information about our products. We're always re-working the innards of our site and we're never "done", but we feel this new home page will help drive traffic to the appropriate locations.... only
time Google Analytics will tell.
- Cartoons. This is the most controversial aspect of our new home page. We've integrated cartoons on our homepage.... cartoons on a franchise software corporate site? Allow us to explain.
Why are we using cartoons?
Simply put, everyone we've talked to is divided in two completely distinct camps. One camp feels our cartoons makes our website unprofessional and inappropriate for the franchise industry's decision makers (one of the more vocal people in this camp is Michael Webster, Ph.D, LL.B.). Others feel it gives us a more personalized feel (a human touch) which increases their trust in our company.
There are hundreds of companies building software for the franchise industry and we want to show that we have a different philosophy from many of the old-school companies. Simply put, we (as web visitors) distrust generic consulting websites littered with stock photography and we didn't want to repeat the same mistake. We love to use pictures, but bad quality pictures or video are often worse than not having any. After a year and a half of having a more corporate feel (without using stock photography), we decided it was time to do something wilder. We hope to impress our target market with an atypical corporate website, even if it ruffles a few feathers.
We target small yet energetic franchise systems. These franchisors are not heads of billion dollar corporate empires, they are entrepreneurs who want to grow a concept which worked in their flagship store and scale it to the next level, via franchising. At their growth stage, these franchisors are looking for someone who can listen to their needs, build cost-effective software solutions, and help them grow. The franchises we deal with don't have large IT departments: they're looking to get outside help with technology, as they don't have the knowledge in-house. Outsourcing allows them to get more bang for their buck than hiring software engineers to build everything from scratch.
Why don't you like stock photos?
Does the following image incite you to contact a software firm for custom development?
When we shop around and find a company featuring such a picture, it reveals that they botched their web development work and they're probably going to botch any work we give them. Attention to detail is one characteristic we always want to see; however, we're not completely against stock photography but we disapprove of stock photography abuse. For example, if a company has a page talking about their team, and the team picture is actually a stock photo... they're taking it too far.
As a sidenote, Toronto-based Idée Inc. created an image search engine that not only helps identify stock photography but also people that have stolen your copyrighted images. Here's a screenshot of the results returned by TinEye for the previous image:
TinEye even found this modified image... very nice technology!
What do you think?
In summary, we decided to go with a cartoonish feel because we felt it was the best way to distinguish ourselves from our stereotypical competition. We purposefully project more youthful brand image, as we are targeting smaller franchise systems. Do you think differently? Are you an ardent defender of stock photo or do you think you've found the perfect balance of web 2.0 styling with the warm fuzzy feeling of seeing people? Do you agree with us? Let us know!