While it’s tempting to review a website based upon its performance metrics alone — such as click-through rates, number of newsletter subscribers and bounce rates — this approach isn’t enough on its own. Part of analyzing any website is to evaluate what contributes to those metrics by answering the question: How effectively does this website accomplish its mission? That’s why it’s important to base website reviews on the quality of the content, the website’s functionality, its speed, its ability to perform well on mobile devices and how user-friendly it is.
This week, we’re taking an in-depth look at the website for the popular Canadian digital marketing agency Adster Creative to see how it stacks up.
How good is Adster Creative’s website design and content?
The layout very clearly defines the brand niche and their mission. This helps build a connection with first-time website visitors. The first few headlines directly address their target audience – business owners – so no one browsing has any doubts about who these services are for; this is most definitely a key factor that Adster has succeeded at to keep their bounce rates low.
The colors and key design graphics in blue and white with purple accents are elegant, non-distracting and direct the focus straight to their main messages. Adding to the strong design are headings and headlines on their landing pages that all contrast well, making their key content elements a pleasure to read. Most of their content is textual, but it’s informative and original. Plus, they’ve added some videos and photos to other pages for more content diversity.
How functional is their website?
The overall clarity of the text, the good amount of white space around the design elements and the nice use of contrast makes their website more accessible and comprehensive. Also, the absence of sidebars and pop-up ads greatly enhances the website by putting the focus entirely onto Adster and their brand message.
How responsive and mobile-friendly is this website?
Google’s PageSpeed Insights test doesn’t lie, and this developer’s tool gives Adster Creative’s website a perfect score for mobile-device optimization! Their web pages load smoothly without a hitch because they correctly followed all best practices for mobile-website design. They avoided unnecessary landing-page redirects, enabled compression well, used legible font sizes and sized all of their content appropriately. Best of all, their server-response time is comparatively fast by Google’s standards from both the desktop-computer and mobile-device platforms. More features that make it user-friendly are the way they avoided using all unnecessary app installs or plugins that can hide important pieces of content or make the pages harder to load on some devices. Most importantly, they configured their viewport settings well so that all pages render properly across all mobile devices.
What extra bonus features does the Adster website have?
Unlike many other digital marketing websites that tend to paste carefully curated customer reviews and testimonials, Adster Creative highlights case studies and client success stories. This element makes them more credible and adds a sense of professional transparency to their business image.
While most website designs will only incorporate their main call-to-action button front-and-center, Adster includes another helpful feature right next to the main sign-up link that many other businesses forget: the walk-through explanation of how their process works in action. Clicking on the prominent link that says “Not so fast, tell me more” leads you to a clear, detailed outline of exactly which key marketing services they offer, why these are important and how they operate.
How could this website improve?
They do have one minor downside. A mock search bar on the homepage shows an automatic animation of suggested text to use for searches. It looks as if the computer is typing questions into a search for you all on its own, showing phrases like “Manage adwords better,” and “professional search-engine optimization” that continue changing at seven-second intervals. While some may find this animation to be a good kick starter to jog their memories about what they need most, some people might find this animation distracting or confusing when they’re visiting the website for the first time.
Additionally, those seeking live-chat integration here will have to settle for a contact-form based email, or a phone call to make queries that may require a rapid response. This could be a key factor for a someone who might need to make a quick decision.
Overall, Adster’s site is a great example of a well-designed website that seems to find a nice balance between search engine visibility, and user experience.
In today’s fast-paced, opinionated online world, your website needs to be the absolute best it can possibly be. Do you have a site you’d like me to review here? Let me know.