New website

[Paul Carmen]

Without looking at your PPC setup, we are just guessing, as we don't know your spend or keyword/campaign structure.

But, you could need way more than 6 landing pages to get good Quality Score in Google Ads for large scale keyword based campaigns.

The site is very much a desktop site, with little thought given to mobile (even in B2B we see loads of mobile users these days). Have you seen your cookie banner on mobile? You make it more difficult to call on mobile too, why, these are the people who are more likely to call.

The pages we can see and CTAs don't make it compelling to contact you. The contact process is also clunky and not tailored to sign up customers for the services people are looking for, or respectful of the customers time and needs; e.g. "get a quote today", but there's no process to provide meaningful information to get a quote...

I'd be interested to see what your keyword and ads performance is like, but I expect it will be a money pit on the current setup/website layout.

 

[fantheflames]

There are some very helpful comments in this thread OP. It's not a bad start, but as others have mentioned the font and other parts of the design is very distracting.

I think keep the blue and replace the orange to white. The goal now would be to simplify the layout, change the design, and focus on mobile.

For me, incorporating more real photos of your team and operations would help to build trust. I'd also like an insight into the rough cost of the service.

Perhaps a calculator of sorts on the homepage that shows a quick, rough quote, by selling the type of product, quantity, etc, which then can echo into getting a full, more accurate quote. That's something I'd use to get more of an insight as an end user.

I'd also demonstrate more of those 'pain points' and needs of your personas to help connect with the end user more on your key pages.

 

[zomex]

I know it's an old thread but keen to give my two cents.

I actually believe you're onto a really good website here but there are improvements to be made. This is just my take:

- Firstly your logo says "the fulfilment people" but your website URL is "fulfilmentpeople". As your name is long and logo busy I would be tempted if it were me to drop "the" from your logo. I would also expect to see your logo using uppercase "Fulfilment People" - lower case doesn't give a strong presense.

- I like your colour scheme overall. I think blue and orange work well together and are great for your industry. But I do not like the gradient of oranges. I feel your brand would be much stronger by using a single blue as you have and single orange - currently your website is using so many oranges that it is cluttered and makes the brand feel cheaper in my opinion.

Your header takes up a massive amount of space height wise. I would be tempted to reduce this bringing more focus to your content. Currently your menu/header are so bold they take away from the content.

- Receive, store, pick, pack, deliver, delight! - This to me is too much to take in. It's the first thing someone is going to read when visiting your website. I could imagine something more like performing better:

"Package Fulfilment Experts"

Text much bigger then perhaps below you could breakdown the specifics receive, store, pick etc.

- I don't have an issue with your graphic images vs real images. I think they work well with the rest of your website but I believe on your about page you should use real images to show you are "real".

- Really like the footer of your website. I think it's professional, clean, clear and well spaced to match the rest of your website. Talk to an expert button looks a little out of place. I would be tempted to experiment with different locations within the footer to see if it can be better placed.

- Not keen on your testimonials block on the homepage. Background too distracting and the content takes up the full space of my desktop screen. I would look at your competition to get ideas on how to better display this.

- Critical: I think there needs to be a more clear focus of your website. Currently everything redirects to the contact page which while that's good it's asking the client to think and question why they are contacting you. Perhaps a new page where you could focus all CTA buttons to where the client adds their name/email/phone (potentially questionnaire to find out what they need) and then you directly contact them with the right solution or automate this stage with an email that breaks down each area you can help their business.

 

[Paul Carmen]

@zomex, have you ever really tested any of this around colours, small name tweaks, capitalisation or design for logos etc?

I say this because in most A/B or multivariate testing, customers don't even notice these sort of changes, we do a lot of this and it's the calls to action, button colours, messaging and usability that stand out as making big differences to conversion rates/sales.

Ugly sites often work well, especially if the UX is good, amazon isn't pretty, but it sure is effective (plus they have a lowercase logo). They test the hell out of everything and it's UX and customer journey that make a big difference. Have a search for and read about the "$300 Million Button".

 

[zomex]

@zomex, have you ever really tested any of this around colours, small name tweaks, capitalisation or design for logos etc?

I say this because in most A/B or multivariate testing, customers don't even notice these sort of changes, we do a lot of this and it's the calls to action, button colours, messaging and usability that stand out as making big differences to conversion rates/sales.

Ugly sites often work well, especially if the UX is good, amazon isn't pretty, but it sure is effective (plus they have a lowercase logo). They test the hell out of everything and it's UX and customer journey that make a big difference. Have a search for and read about the "$300 Million Button".

Not I haven't. As I stated this is my opinion, my personal feedback. It's subjective and everyone will have a different opinion/preference on these details.

Fair point regarding Amazon. I wouldn't call the website ugly by a long shot but I do agree with your point. It's simple, clear, lots of white space and a focus on CTAs.

 

[Paul Carmen]

Not I haven't. As I stated this is my opinion, my personal feedback. It's subjective and everyone will have a different opinion/preference on these details.

That's the point, everyone has an opinion on web projects and for websites, but scientifically testing what makes a difference is the key to improving conversion. lead gen and sales.

 

[zomex]

That's the point, everyone has an opinion on web projects and for websites, but scientifically testing what makes a difference is the key to improving conversion. lead gen and sales.

Do you expect me to test the OPs website for them? This forum is for feedback from other users. it's subjective and we all have our opinions. I have given my feedback. It's up to the OP to do their own testing and take on board whichever feedback they agree with and ignore what they don't.

You can do all the AB testing you want, use all the science but I can guarantee you there are many who will land on your own website and leave right away. No matter how much testing and optimising you do you cannot get away from the design/perception/feel of a website. Your website looks dated, is cluttered. I would not personally hire you on that basis.

 

[Ivanzyt]

That's the point, everyone has an opinion on web projects and for websites, but scientifically testing what makes a difference is the key to improving conversion. lead gen and sales.

In theory yes, however, you need enough data for this to work. In B2B you often have low traffic and low data which make it very easy to get false positive or negative results. For example, on our site, great success would be 4 or 5 decent inquiries per month. If that led to 1 new customer a month we would be happy because each customer is probably worth £250,000 or so over the course of their customer lifecycle. If my website is earning me £250,000 a month then I'm a happy man.

Because "success" is derived from such low numbers any statistical analysis or A/B testing can be skewed by random variation. If 2 people happen to enquire on landing page A and 3 on landing page B does that mean landing page B is better? Well no, because random variation of one result could flip the entire result and give the exact opposite conclusion. If we saw over two months a 4 to 6 ratio we would have more confidence (but it's still pretty ropey). In fact, I would not really have much confidence until I saw something like a 12 - 18 result - which is 6 months of data in this scenario.

I'm not saying that scientific testing is not good but with low traffic and low data sites, it can take painfully long times to get that data, in fact too long to be useful in many cases. This is one of the reasons why most digital marketers don't really understand niche B2B marketing. We have similar issues with google Ads and low-volume search terms. Even getting enough data for google to do "optimize for conversion" is a painfully slow process. Most of the digital marketing literature assumes you will have the data to work with, but often in niche B2B world, you don't, and then, in my experience, most supposed experts don't have a clue what to do.

 

[Paul Carmen]

I'm not saying that scientific testing is not good but with low traffic and low data sites, it can take painfully long times to get that data, in fact too long to be useful in many cases. This is one of the reasons why most digital marketers don't really understand niche B2B marketing. We have similar issues with google Ads and low-volume search terms. Even getting enough data for google to do "optimize for conversion" is a painfully slow process. Most of the digital marketing literature assumes you will have the data to work with, but often in niche B2B world, you don't, and then, in my experience, most supposed experts don't have a clue what to do.

We rarely rely on Google Ai, almost always beat their Ai based on our own data led approaches, from our own detailed data sets and knowledge of areas we regularly work in. We also never start a PPC project without modelling it.

I agree with your point about data, and we frequently explain this to clients. We don't tend to work in niche B2B areas, but you can still use best practice knowledge and data from scenarios that you have tested in similar situations, rather than guesswork or HiPPO opinions.

 

[Paul Carmen]

Do you expect me to test the OPs website for them? This forum is for feedback from other users. it's subjective and we all have our opinions. I have given my feedback. It's up to the OP to do their own testing and take on board whichever feedback they agree with and ignore what they don't.

You can do all the AB testing you want, use all the science but I can guarantee you there are many who will land on your own website and leave right away. No matter how much testing and optimising you do you cannot get away from the design/perception/feel of a website. Your website looks dated, is cluttered. I would not personally hire you on that basis.

No, I was trying to find out the rationale behind your advice to the OP, and what it was based on. However, it seems I've struck a nerve or upset you, which wasn't my intention.

As an aside, our own website, landing pages and the websites we build contain full visit, marketing and lead tracking. They convert at very high, best in class rates.

 

[zomex]

In theory yes, however, you need enough data for this to work. In B2B you often have low traffic and low data which make it very easy to get false positive or negative results. For example, on our site, great success would be 4 or 5 decent inquiries per month. If that led to 1 new customer a month we would be happy because each customer is probably worth £250,000 or so over the course of their customer lifecycle. If my website is earning me £250,000 a month then I'm a happy man.

Because "success" is derived from such low numbers any statistical analysis or A/B testing can be skewed by random variation. If 2 people happen to enquire on landing page A and 3 on landing page B does that mean landing page B is better? Well no, because random variation of one result could flip the entire result and give the exact opposite conclusion. If we saw over two months a 4 to 6 ratio we would have more confidence (but it's still pretty ropey). In fact, I would not really have much confidence until I saw something like a 12 - 18 result - which is 6 months of data in this scenario.

This is a vital point. I was half way typing about data and then removed it as it isn't my area.

But clearly as you say AB testing lives and dyes by the data. There is no point doing AB testing without enough data to get accurate results. It reminds me of The Apprentice when they talk to 5 people in the street for their research and count that as concrete evidence.

On that basis I believe the majority of small companies should simply:

- Look at the best competitors to see what the are doing

- Create a website that looks professional without getting too worried about fine details

- Focus on the content/structure and direction of the website. Make sure it is designed to lead visitors to take the action you want (clear CTAs)

When a company researches a certain size then AB testing could come into play and produce a return based on optimisations.

I personally believe that colour scheme does make a difference. If I have a GBP with pink text for my logo as an example who is going to hire that company in a male dominated space? We can argue that there is very little difference between a dark blue and a black. But there is a difference between a green and a black in terms of how a company is perceived. Green may work well for a landscapper but it might not be the idea colour for a brick laying company for example. So colour scheme does have an impact and it's important to get it right from the start. Once again looking at your main competitors to see what they are doing makes sense as it's then tried and tested evidence.

 

[zomex]

No, I was trying to find out the rationale behind your advice to the OP, and what it was based on. However, it seems I've struck a nerve or upset you, which wasn't my intention.

As an aside, our own website, landing pages and the websites we build contain full visit, marketing and lead tracking. They convert at very high, best in class rates.

You haven't struck a nerve my friend. This is a forum for open discussion and we are all gaining from sharing and listening to others opinions.

Regarding your own website I am glad it's converting so well. My point is an honest one and not to offend you in anyway. I am simply saying that with all the AB testing you have done it would not lead me to hire your company. I would look at your website and to be it does not scream professional or at the top of your industry. It says to me dated, cluttered, has a very focused on search engine/landing page/selling a course vibe and does not connect with me as a business owner.

 

[YasmeenLondon]

I personally believe that colour scheme does make a difference. If I have a GBP with pink text for my logo as an example who is going to hire that company in a male dominated space? We can argue that there is very little difference between a dark blue and a black. But there is a difference between a green and a black in terms of how a company is perceived. Green may work well for a landscapper but it might not be the idea colour for a brick laying company for example. So colour scheme does have an impact and it's important to get it right from the start. Once again looking at your main competitors to see what they are doing makes sense as it's then tried and tested evidence.

I agree that colours are very important in Branding and in appealing to your target market.

I believe the point that was being made yesterday was to prioritise the copy/messaging, layout, placement of CTAs, and buttons' colours (to attract the most attention and stand out), as these directly affect conversions and, ultimately, your bottom line.

 

[fisicx]

Regarding your own website I am glad it's converting so well. My point is an honest one and not to offend you in anyway. I am simply saying that with all the AB testing you have done it would not lead me to hire your company. I would look at your website and to be it does not scream professional or at the top of your industry. It says to me dated, cluttered, has a very focused on search engine/landing page/selling a course vibe and does not connect with me as a business owner.

But....

You don't know his marketing plan. The website might not feature very high in the scheme of things.

My websites are usually slammed for being awful. But I've done a whole load of testing and discovered the content is key to success. Potential clients don't care too much about my design. It's the product and service they want.

And whilst I don't want to get into a tit-for-tat argument, I think your site is cluttered and poorly structured and I don't like the colours. But again, I don't know who you are targeting or your marketing plan. I may not be your target customer (even though I'm looking for a new hosting company).

 

[zomex]

But....

You don't know his marketing plan. The website might not feature very high in the scheme of things.

My websites are usually slammed for being awful. But I've done a whole load of testing and discovered the content is key to success. Potential clients don't care too much about my design. It's the product and service they want.

And whilst I don't want to get into a tit-for-tat argument, I think your site is cluttered and poorly structured and I don't like the colours. But again, I don't know who you are targeting or your marketing plan. I may not be your target customer (even though I'm looking for a new hosting company).

Edit: I see your reply was to my comment about the PPC company not the OP. Whether or not their website is a focus makes no difference to what I said. If I saw their website and was looking for a company to handle my PPC campaigns I would not hire them for the reasons mentioned.

We can agree with the focus being on the product or service but we both disagree on the importance of design. I believe design aids focus, attention, branding and structure. All of which are vital for conversions.

To be honest i would not expect you to like my site as your philosophy is completely different to mine. We both have opposite opinions and that is fine.

 

[lewis heap]

I recommend adding a short YouTube video to the main page that explains what your website offers and how customers can make the most of it. The video should be brief, around one minute long.

 

[fisicx]

I recommend adding a short YouTube video to the main page that explains what your website offers and how customers can make the most of it. The video should be brief, around one minute long.

If you need a video to explain the website things have gone very, very wrong.

 

[Lucan Unlordly]

If you need a video to explain the website things have gone very, very wrong.

We have a lot of customers who are illiterate, both technically and literally. Others are lazy, disinterested or stupid. Video is the only way to engage with them....

 

[fisicx]

We have a lot of customers who are illiterate, both technically and literally. Others are lazy, disinterested or stupid. Video is the only way to engage with them....

But does the video tell them: this is a website where you can buy stuff. Are they that lazy they can’t even read the tagline?

 

[zomex]

But does the video tell them: this is a website where you can buy stuff. Are they that lazy they can’t even read the tagline?

Pretending that video isn't a thing. Come on man, video is vital in todays age. Makes absolute sense to add a video to the homepage.

 

[fisicx]

Pretending that video isn't a thing. Come on man, video is vital in todays age. Makes absolute sense to add a video to the homepage.

In some case it can add value. In many cases less so. My point was about needing a video to explain the purpose of the site. If you need a video to say ‘we are a web hosting business’ something has gone very wrong.

I watch loads of videos. But don’t think I’ve ever watched a video on the homepage of a site. If I click on a link and there is an explanatory video on how to use the widget I’m buying that’s different and I’ll watch that.

 

[cjd]

Small point, why are you displaying a Brighton telephone number when your address is Nottingham?

 

[Lucan Unlordly]

But does the video tell them: this is a website where you can buy stuff. Are they that lazy they can’t even read the tagline?

I ran a forum for 14 years. One of it's/my proudest achievements was to read the story of a young lad who'd turned his life around, got into work etc., having learnt to read multiple forum posts.

My customer base hasn't changed and I can't assume that they can all read and yes they are lazy as well.

 

[PatrickStephen]

So we had our website redeveloped and it went live a couple of months ago.
It's not getting the results I wanted just yet. It could just be timing, it could be other things, as there is lots going on with our marketing mix. I am, however, starting to worry that the new site might not be engaging prospects enough and getting them to enquire. The objective of this site is to generate inquiries via the form.

So any objective opinions would be welcome.

People-powered Fulfilment & 3PL | B2B & B2C | Fulfilment People

People-powered, caring ecommerce fulfilment and 3PL services to unleash the potential of your SME and delight your customers.

www.fulfilmentpeople.co.uk

Have you considered a CTA on the homepage and towards the top? Have you considered having a form for submitting a quote request?

Apologies if these Q's have been asked before!

 

[Local Burak]

Your website looks good to me. There are many details you could update to make it look better.
As I checked, you only have WebPage Schema. Consider adding an organization schema that suits you. When you have time, please review your schema and add a rich snippet. The rich snippet will display professional and detailed information about you in Google results.

I wish you had established a business target before creating your webpage. Normally, that’s how it should be, but there are always exceptions. Some success stories come from outside the traditional paths.

I see that you’re also running social media campaigns, which is great. As a customer, I always check social media before taking action. It helps with lead generation and builds trust, and in my opinion, you’re doing well.

Your GBP (Google My Business) needs improvement. I want to point out that Google Maps is the biggest lead generation opportunity. People search for everything on Google Maps. Overall, it’s at the bottom of the Google results page. From what I can see, your last review was over three years ago. Get some new reviews from your customers and always reply to them in GBP. People trust a business more when they see responses from the owner.

I hope you will succeed. Please update me/us here.

 

[Ivanzyt]

Your website looks good to me. There are many details you could update to make it look better.
As I checked, you only have WebPage Schema. Consider adding an organization schema that suits you. When you have time, please review your schema and add a rich snippet. The rich snippet will display professional and detailed information about you in Google results.

I wish you had established a business target before creating your webpage. Normally, that’s how it should be, but there are always exceptions. Some success stories come from outside the traditional paths.

I see that you’re also running social media campaigns, which is great. As a customer, I always check social media before taking action. It helps with lead generation and builds trust, and in my opinion, you’re doing well.

Your GBP (Google My Business) needs improvement. I want to point out that Google Maps is the biggest lead generation opportunity. People search for everything on Google Maps. Overall, it’s at the bottom of the Google results page. From what I can see, your last review was over three years ago. Get some new reviews from your customers and always reply to them in GBP. People trust a business more when they see responses from the owner.

I hope you will succeed. Please update me/us here.

Thanks, we have done a lot of improvement work over the last few months.
I'll get on the schema its been on my mind to sort out.
Got some nice video content for the home page to add that should round off the content
The landing pages still need some more work
And we need more content in general but I have plenty of video shorts and articles planned.
Not sure google maps will be particularly good for 3PL but its easy enough to optimise so why not!

 

[lesseo]

Hey your website responds very slowly. So slowly that I almost closed it after waiting for 1 minute. I liked your UI design approach. Very modern and this type of design is customer focused.

 

[yogena]

Everything looks fine, just considering a change in the color scheme.

 

[NickZ]

Got some nice video content for the home page to add that should round off the content
The landing pages still need some more work

Are you aiming for the video crowd? 14 to 25 year old people?
Mostly without the necessary means to deal in products.

Videos are pretty though on mobile data, headers are overvalued.
Site owners love them users don't even see them.

 

[zomex]

As a side note your cookie law notice is absolutely business killing. It's taking up 35% of your website completely covering your header/menu. See below: Aside from the fact the law is stupid you should make it as small as possible. A small notice in the bottom left for example.

 

[Ivanzyt]

Are you aiming for the video crowd? 14 to 25 year old people?
Mostly without the necessary means to deal in products.

Videos are pretty though on mobile data, headers are overvalued.
Site owners love them users don't even see them.

I disagree. Video content is great for all "crowds". For my other businesses I have been creating technical video content on spray engineering for about a decade now. The target demographic there is design and process engineers probably in the 30-50 age range, it works. It drives interest and enquiries better than written content, although good technical written copy still is useful as some prefer to read rather than watch (You actually need both which is fine because once you have scripted a video its easy to turn into a written piece) Every week my sales people have customers saying "oh I was just watching your useful video on xxx and I thought I would give you a call." Whilst 14-25 years olds might be the heaviest video content consumers if you think that video is only for that demographic then you are completely wrong. Video is great for almost all demographics these days.

 

[Newchodge]

I disagree. Video content is great for all "crowds". For my other businesses I have been creating technical video content on spray engineering for about a decade now. The target demographic there is design and process engineers probably in the 30-50 age range, it works. It drives interest and enquiries better than written content, although good technical written copy still is useful as some prefer to read rather than watch (You actually need both which is fine because once you have scripted a video its easy to turn into a written piece) Every week my sales people have customers saying "oh I was just watching your useful video on xxx and I thought I would give you a call." Whilst 14-25 years olds might be the heaviest video content consumers if you think that video is only for that demographic then you are completely wrong. Video is great for almost all demographics these days.

I disagree. If a website requires that I watch a video to use it, I turn it off. I don't watch videos. For me they are a complete waste of time, involving people rabbiting on to tell me soemthing I could read in 1 tenth of the time.

Not everyone is the same and you need to take that into account.

 

[fisicx]

The site takes forever to load. When it finally did there wasn’t anything in the homepage to entice me to find out more.

If the site is converting well then maybe your marketing is working. But if I was looking for fulfillment services I’d probably look elsewhere because you make it too difficult to get the necessary details.

 

[NickZ]

I disagree. Video content is great for all "crowds". For my other businesses I have been creating technical video content on spray engineering for about a decade now.

A video has several disadvantages, time to load, personal likes and dislikes.
Users don't wish to wait for something. For video playback you need at least 3GB RAM. Most people don't know how many RAM they even have to their disposal.
Interesting read is reddit:

https://www.reddit.com/r/SEO/comments/jo5fva/anyone_used_video_in_a_site_header_before/

 

[fisicx]

For video playback you need at least 3GB RAM.

No you don’t.

 

[Dave SEO]

Hey Ivan,

Just a note re HubSpot, which you have on the site by the looks of the Cookie Banner - note that the HS cookie banner does not work on WordPress sites - if people reject the cookies, they will still be set - best turn that off in HS and use Cookie Yes or Cookie Bot for compliance otherwise you might get some letters from trolls threatening court action.

ahrefs has you ranking for some decent positions - 106 keywords (UK) - you have a lot hovering outside the top ten - I created a plugin that can help with that just Google wilo link optimiser

A lot of your ranking KWs seem to be around the spelling of fulfilment - so you may be getting traffic, but it's the wrong kind - you do have a Gemini AI ranking for 'fulfilment cost' - your best ranking KW, but again, probably not getting the traffic as people will not often leave Google via the AI results.

I guess you are getting traffic but no conversions, so the answer is that you are ranking for the wrong terms and therefore getting the wrong traffic.

These are your top 20 ranking keywords:

fulfillment cost
fulfilment spelling uk
fulfilment cost
fulfillment or fulfilment uk
fulfilment or fulfillment uk
fulfillment vs fulfilment
fulfilment vs fulfillment
fulfilment or fulfillment
fulfilment fulfillment
buy cheap buy twice
buy cheap buy twice saying
fulfillment costs
fulfillment or fulfilment
fulfilment uk spelling
how do you spell fulfilment
fulfilment costs
fufilment
fulfillment us spelling
fulfillment spelling uk
fulfillment uk spelling

They are all informational KWS, you want transactional ones like the links under your expertise section:

Fulfilment Services
Ecommerce Fulfilment (add Services)
SME Fulfilment (add Services)
B2B Fulfilment (add Services)

Adding terms like 'services' or 'service' will help Google understand its a service offering rather than an informational one.

If you optimise your internal links, you'll see a boost in the SERPS.

Cheers
Dave Foreman (just Google: WordPress expert, you should find me - I write a lot on my blog about ranking, etc).