Site Content Review: Boosting Sales With Simple Moves

    April 28, 2003

I have started an online art gallery selling ceramic art. I am concerned that the writing on the website may not tell the customer enough, excite them enough. Content may not be on the correct pages or I may not say enough. I wonder if the site is not clear and easy to use. I have received enough hits on the site but not even 1 enquiry or comment. The art is great and exciting but maybe I am not getting the right content.

Your help would be appreciated.

Thanks for emailing us. I took a look at your site, and the artwork is gorgeous!

Here’s a few ideas that might help to get people to buy.

1. The photos at the bottom of the home page are great, but you have to scroll to see them. Try to get more of the photos on the first screen.

2. Use pronouns to personalize the text. For example, instead of “Ceramic Art. . . brings customers contemporary Australian ceramic art of the highest quality,” try: Now you can have art from Australia’s leading artists in your home or office.

3. Don’t center text (home page). It’s difficult to read. Left justify the text

4. The buying process is confusing. When I clicked on “buy” I got an email form, instead of the order form. Perhaps you can simplify the buying process.

5. One of our clients has a similar business (online art boutique). The business is ( The owner, Reena Kazmann has worked very hard on her site. Maybe you can get some ideas by looking at her site.

Hope this helps! Good luck with your site.

Marilynne Rudick

Marilynne Rudick and Leslie O’Flahavan are partners in E-WRITE —, a training and consulting company in the Washington, D.C. area that specializes in online writing. Rudick and O’Flahavan are authors of the book Clear, Correct, Concise E-Mail: A Writing Workbook for Customer Service Agents.

Marilynne Rudick and Leslie O’Flahavan Answer Online Writing Questions: Click Here For Free Answers