Hello,

We have redesigned our flash source recovery service website and I was hoping to get some feedback on the site in regards to people signing up for the service. The target market is mostly technical flash developers or someone maintaining the site once the developer is gone.

Any suggestions for improvement would be a huge help.

URL: Flash SWF Conversion Services

Regards!

I think it needs to be said web developers are humans. They read well written, targeted copy just like anyone else.

The headline: Get your Flash Back! is not benefit driven, nor does it address your target audience. Frankly the headline is more like the stuff copywriters get accused of rather than what they actually write.

The testimonials section needs a redesign. First, it only shows one testimonial per page view. Next, there are no last names, which make them all but worthless. Finally, they are really too short. Change to a non-gimicky noscript box, scrolling if need be but put in several credible testimonials.

The site suffers from a serious Web 2.0 infection. Symptoms include a phobia against informative copy. I suspect this will need to be treated in order for any advice such as is provided here to "stick." In other words, the decision maker has got to get over the extreme image consciousness and engage in some A/B Split Run testing.

My suggestion is to show stakeholders sites like Jewelboxing, designed by 37signals. This is a happy median between where you are on design and where you need to be.

Once that happens, try collapsing the several pages into one, informative one. Go from getting started, through Why do I need this? to Two Simple Steps. One page. Make your button into a "call to action," and even more buttonlike.

Ban the designer of this site from ever using tabs, until they can write an essay on the proper use of tabs. (Citing user research).

Read:

USP 911: The Intensive Care Clinic for USPs With source code extractor apps out there, some freeware, you're going to want to develop a USP.

How To Ignite Customer Desire With Benefit-Rich Copy You really need to understand the user benefits of your service, then communicate them in a compelling way.

I don't entirely agree with this. I think the headline needs some tweaking, but it is quick and to the point.

Maybe some clarification is in order...something that will make the reader understand more of what you do. Something like "Change Flash Files...Even if You've Lost the Source!"

But since there doesn't seem to be a huge market for this, I don't think you have to go too deeply into benefits. This is a 'solution' market. Only people who need you would have any interest in you. So I would stick to the solutions--getting your source code for flash files.

Other than that, this site does need to be redone. I don't understand the point of the check-boxes. It's confusing.

I also think the offer is not very good. I would think it would be easier to get the user's email address and tell them you'll send instructions on how to send their flash files to you. Then charge once they've sent them, and you know you'll be able to get the source.

Meanwhile, you're building a list.

A headline is a hook and is only meant to encourage the reader to read more of the content. In that respect, I think this headline works. What doesn't work is, as mentioned, the one-name testimonials. However, more important is the page "Why do I need...". The page doesn't deliver an answer to the question it asks. It tells more about your service but it doesn't tell me why I need it. It clearly relates the features you offer but not how they benefit me.

I'm not too fond of your pricing page. Of course how you set your prices is up to you, but the way I look at, you'd be better off charging a page or kb fee than putting your customers in a queue dependant upon how much they pay.

Your partners page has little information to tell me how to get started. How do I check my affiliate account? When do I get paid and how?

Why repeat the features from the other page on your partner page?

Finally, "Fill out the information below so we will know where to send your check to!" is grammatically incorrect. Forget the final "to".

As far as your design goes, no matter how boring the recent splurge of web 2.0 sites is, since your target audience is web developers, it will be an eye-catcher for them. I don't see a problem with it.

Thanks for the feedback, its a huge help! I have adjusted some areas and added some introductory pricing...time will tell, eh?

Thanks again!