Our Solution: How We Could Make It Butter
In Butter, we stand behind the golden rule of "Show, don't tell". So we'd remove the catchphrase from their website and instead focus on their design.
If the look was engaging enough, users would move around to see what they have to offer.
A website is the online representation of a company, so instead of branding yourself as the best, you need to back it up and strengthen it through your web development and design techniques. If you truly are the best in the field, the user will be able to come to that conclusion themselves.
About 75% of consumers judge a website's credibility based on web design. You'll easily lose three-quarters of your audience if you skimp out on it.
Bear in mind that being the best means having the capacity to shell out a few bucks to improve your web design, especially (in this case) when you're claiming to be top-notch in medical technology.
Pacific Northwest X-ray's target audience is more likely to entrust their needs to someone with state-of-the-art facilities, or at the very least, an updated website. So, we would look to showcase their latest innovation and quality of work on their website, instead of simply asserting their expertise through words.
One other thing we want to touch on is what it says at the bottom of the homepage: This website is our catalog, no printed catalog is available. If that's the case, we would recommend using higher quality, larger sized images and laying out the product information as clearly as possible.
Product category pages on E-Commerce websites should generally be treated as a physical shop storefront. While Pacific Northwest X-ray's product displays are clutter-free, they are not exactly enticing or creative.
In this case, the lack of detail doesn't contribute to a clean, clear, or minimalist design. It merely displays a lack of expertise and authority.
To remedy this, we would strategise to come up with more eye-catching visuals between white spaces. A zoom-in, zoom-out feature would also come in handy for interested buyers wanting to scrutinise the products. It would also be intuitive to make sure elements like product suggestions or things the user might be looking for is on those pages to keep them constantly engaged.
If there's one good thing about the website, they already have adequate product descriptions, which we’d make sure to put those to good use. It's important to highlight the best parts of your products and business and not to let them go to waste!
Though we would surely update the content structure and ask the company to develop more and comply with social proof.