We want a redesign of our homepage.
In February 2012, we launched our new website, but have since been experiencing bounce rates of 75% - this means our design is NOT working.
We think the biggest problem with the existing website is the hero "lighthouse" area.
When people are coming to our site they are in a vulnerable state. They are scared about losing their homes, they are scared losing their business and scared about going to jail. Sometimes they are even suicidal.
We need the hero area of the website to focus on their issues and reflect the way they feel when they arrive on the site - scared and stress but looking for the light - looking for the answer. At the moment, we fear that the lighthouse imagery used appears to overpowering and distracting. Perhaps the colour of the sky appears to calm and doesn't reflect how the person is feeling.
Also, the size of the wording is not correct. We know people are very fearful of losing their house and their business. We work in a very difficult area and the information we have takes years to obtain - so our call to action is to get the person to call - free, 24 hours and anonymous if required. Anything to help them.
The single most important call-to-action in this area MUST be "Free expert advice 24/7, call 1300 767 525". As soon as we get people on the phone, we can instantly begin to provide them with information and often hope.
The visuals in this hero area must also convey some sense of hope... The lighthouse can be removed or replaced, resized etc. Perhaps you can even experiment with some stock imagery of people to create empathy. It's up to you!
The four buttons (Tax debt, trading insolvent, Can i save it?, What will it cost?) must also change - we don't like the shape and are unsure of their design and layout. We fear they look amateur at the moment. Can you try to come up with something that builds a greater sense of hope and instills trust. They are very important to the site and still need prominence.
Other important considerations:
- The colour blue is very important and helps to instill trust with our brand
- Feel free to play around with the layout of the entire home page. I will give feedback throughout the contest
- feel free to experiment with a range of fonts
As I mentioned before, our business is highly personal and we are often dealing with people and company directors that are demotivated, depressed and cannot see the light at the end of the tunnel. They are people with serious financial problems, but our role is to educate, administer their bankruptcy and help them realise that their lives can get better!