Business Publications

Critical thinking: Web experts rate the design and effectiveness of seven industry Web sites

Pool & Spa News, May 7, 2004 by AmyJo Brown, Margi Millunzi

Seasonal Specialty Stores

Keeping a simple look on our site took a little arguing with our Web designers when it was built in 1995. We wanted something that was easy to operate and update. I'm not looking to attract people who are surfing the Web looking for something cool. We're going to totally change the site this fall The new site will be designed so that our office staff can go up and update things once a week. Much of the text will stay the same, but the look and fee[ will be upgraded, We're going to add easier navigation, more on our hot tub line, a help-wanted section, a store tour and more.--Dennis DiPaolo, owner

What Clicks

* The site features a simple, professional look. Tasteful graphics with good alternative descriptions are used throughout the site to help make it more interesting.

* Even though the site has an older design, the navigation is straightforward. It's easy to find the large amount of information displayed here.

* Fairly fast loading.

* The company owners effectively use customer testimonials to present themselves as knowledgeable and trustworthy.

* The educational material entices visitors to learn how to properly shop for a pool This is especially evident in the detailed "Pool Book."

What Crashes

* There's a need for material that talks directly to visitors and tells them how they stand to benefit from doing business with this company.

* The great testimonials contained within the "Pool Book" should not be so well hidden.

* The site needs an update. (In the "What's New" section, the latest entry is from March 1999.)

* The site could use a photo gallery.

* Visitors who want to reach the firm may prefer a contact form, not just a link to an e-mail address. It's good to give them a choice.

* Some of the text sections do not work well with Internet Explorer, creating blown-out lines that look like HTML errors.

Arizona Pool Builders

Scottsdale, Ariz. www.arizonapoolbuilders.com

For the most part, the site is an internal affair Several of us are Web design oriented, and the owner's son has a strong marketing background. The collaboration influenced the architectural look of the site as well as some of the effects used to get people's attention. We want to present ourselves as a custom pool builder and separate ourselves from the competition. We made it easy to find our portfolio; it's not cluttered and you don't have to scroll through page after page of pictures, We get two or three inquiries a day from the Web site, so it's working out well for us.--Brian LaFrance, designer

What Clicks

* Great home page with very strong visual impact. Light text on a black background doesn't usually work out well, but this site has the "wow" factor.

* It has a complete and consistent look. The font style and sizes used in the images and the text are constant

* Complete information about the company's philosophy and a portfolio of its work aids potential buyers.

* Great use of free guides that compel visitors to give the company their contact information, especially the 7 Questions Every Pool Salesman Prays You Won't Ask guide. The title is so provocative that it forces a visitor to read the copy