Seeking Site/Service Improvement Suggestions

[Comet_Dust]

Of course, we think it's the greatest thing since bread and butter, but it isn't catching on as hoped. It's a free spam avoidance service that offers challenge response and optionally enforces email verification (as well as some other ones).

Maybe someone can give us some pointers for improving the appeal of our site and/or services/features. The services are simple to use and can be set up in about two minutes and requires no software installation or scripting knowledge so I don't get the cold market reception. Maybe it's the site. Help!

Marketing suggestions are welcome too.

http://www.postealth.com

Thanks in advance!

[fred]

Where shall I start. We'll start with the name.

Postealth

What does that look like?
Even in the link it looked (visually) like "Post Health"

Now this suggests it's a "health" site.

If we called it "Challenge Mail" or "Mail Sleuth" perhaps
the functionality of the site would be suggested.

poSTEALTH ? POstealth ? Don't know.

NEXT I see this is an "ASPX" site. That causes some problems too.

I've captured a screen to show you what I saw:


(click for enlargement)

This presents several other confusing problems with the site:

Visual Problems

Type Too Small: Immediately the type is difficult to read, so we really don't pick up any content by the first glance.

The only content that jumps out is "New Redirect Feature" and "Welcome to Postealth"
Neither of which stimulate any reader conviction to delve deeper.

Trapped White Space
We also see what Roger Parker calls "Trapped White Space" -- which can mislead the reader.

First, we're given the overall feeling that there isn't much in this site... perhaps it's not finished, or maybe, there just isn't much here.
Next, by virtue of the expanse of white space, the reader's eye is compelled to the "Click for Pros" button. Which many, if not most, readers will be a little reluctant to click.

Problematic Programming
Note how some of the buttons are not in proper alignment, and obscure some of your content. So your reader may be prevented from reading your most important phrase -- the USP (Unique Selling Point)

Before digging deeper into other problems in this site, we have to solve those that are killing readership in the first moment of arrival...

SUGGESTIONS

Identity & Branding You need to make the name/logo more clearly defined, and proactive. The little animated GIF looks like radar -- where radar really doesn't tell us anything -- in fact, may be negative: "Postealth + radar" could mean someone is stalking me.

You also want to smooth that logo up, turn on some anti-aliasing -- use a less "casual" type font, and get it looking like a professional logo.

This may come as a shock, but unless your logo is already recognized, it becomes secondary to the USP. If the USP is compelling enough (and it is) the reader will associate it with the logo. Thus the next point...

Instant Understanding What this site needs is a device to instantly portray what the BENEFIT of the site and product are.
12-point type ain't gonna get'er done.

* Perhaps an image/symbol of email being protected from prying eyes
* Perhaps some 'character' protecting a user from 'bad' email
* perhaps some entity -- how about a German Shepherd "Police" dog guarding email

You need an image that will instantly assure the reader that "this is what I need"

If you can't conjure up a good image, then some highly readable LARGE graphic type that says the slogan or USP.

"Get off and Stay off the SPAM Radar!"

Actually could be made better with some creative word-smithing.

Kill Spammers BEFORE they get your address

Spell it out and tell the reader in the first mili-second what benefit they're going to gain at this web site.

Then in 15 words or less, the sub-head or lead text (which occupies that trapped white space) explains:

Challenge Mail protects your email address and sends spammers to the trash! It's easy and it's FREE

Do that, and the world will beat a path to your door!


Fred Showker, Editor/Publisher, DTG Magazine