Feedback on our website

[KatRET]

Hi all! I'm the Director at Red Eagle Tech, and I'd like to request feedback for our website: https://redeagle.tech/

We're a family-run software engineering company in London, UK. We offer tech solutions including bespoke software, automation, integration and more to SMEs.

We have been updating the site and I feel there is more to do, but if anyone has any insight or advice, I'd really appreciate it. We're mostly trying to aim towards increasing conversions and organic traffic and of course subsequent enquiries and sales.

I'm braced for the good, the bad and the ugly, many thanks in advance.

 

[Paul Kelly ICHYB]

Hiya & welcome.

I have just had a quick look and am confused as to what you do!

"Bespoke software that gives you the competitive edge in your industry."
Do you sell software?

"Fixed-price projects. No long-term contracts. A London-based team you'll genuinely enjoy working with."
You do projects?

You need a clearer message above the fold in plain English, telling people how you make their lives easier

Have you defined who your target customer is?

Why don't you mention that you are a family business - even on your About Us page, there is a family type picture, but no mention of a family!

I will try and dive deeper later...

 

[fisicx]

I'm very confused about what it is you do @KatRET

The tagline in the hero image says: "Work smarter. Win more." But then "Bespoke software that gives you the competitive edge in your industry. "

The two statements aren't always compatible. Working smarter does not necessarily mean you need bespoke software. Very often you just need to change your processes.

When I click on links it looks more that you offer consultation rather than bespoke softeare.

Not sure about you estimator. I want a simple wordpress plugin and the estimate is £18k to £49K.

But the main issue is there is no WIIFM

 

[KatRET]

Thank you both so much for taking the time to provide feedback, it's so useful. It's in a bit of a mess at the moment as it's gone through several updates but the CTAs and messaging has become really unclear. I'm going to do some upgrades and if you'd be happy to look again once they're done I'd be so grateful.

 

[antropy]

Hi all! I'm the Director at Red Eagle Tech, and I'd like to request feedback for our website: https://redeagle.tech/

First impression - very good.

Finding contact details though or arranging a call/email took far too many clicks in my opinion.

Paul.

 

[KatRET]

First impression - very good.

Finding contact details though or arranging a call/email took far too many clicks in my opinion.

Paul.

I agree completely! In the process of changing this as we speak. Thanks Paul!

 

[Mark T Jones]

Presumably you've made lots of pages - overall it's quite crisp & clear.

A few observations from a marketing perspective:

• Absolute basics - it's all about them, not you (Obviously 'about us' can break that rule) - on 'Why Choose us' it's all about you - Why do I care?
• Some classic FOMO is potentially missing your real target audience - beneath it I see you as a small business offering a personal bespoke service to other small businesses - but by throwing in SMEs (a personal bugbear) and overseas you are actually diluting your message.

As someone mentioned earlier - the one question you need to address quickly & crisply is WIIFM?

 

[fisicx]

There is a huge amount of info on the homepage. A lot of it is very technical. I suspect a potential client won’t know what half of it means or if they even need it.

It’s more likely they are struggling with a process in their business and need help fixing it. It’s your job to help them find a solution.

The simpler you can make it for someone to find out if you can help the better.

 

[KatRET]

Thanks again so much for everyone's replies and help. Here is what I've updated so far.

Homepage hero section
-tried to add more WIIFM wording above the fold. I find this incredibly difficult to get just right, and we had a lengthy team discussion about the wording here last week......
-changed CTA buttons around so that 'Get in touch' is the primary option

Homepage 'why us' section is now hopefully worded more to address what's in it for them? Though I still can't stand the excessive white space above Jeremy on the left lol, and might be more work to be done here.

Contact us flow
-updated to one, streamlined contact page with an in-page form rather than too much choice and removed the huge domination of the member of staff pic so you get straight to social proof and form. You complete the form straight away or choose one of the other options on the right.
-updated all CTA buttons to point to this one page plus streamlined the CTAs generally
-added sticky-chat WhatsApp button on all pages
To be fair this has needed to be updated for so long.

Also added family-run business to about us page. Hard to get decent team pics as we're all remote and it's not the whole team.
Noted about the cost estimator I will get the developer of that to address that feedback.

*Changes will be live shortly I've got to get them reviewed first and need to run to a meeting now

 

[fisicx]

What is your marketing plan? How are you going to get people to visit the site?

Your marketing plan will determine the content of the site. You may not need a hero image or ‘why us’ as your marketing will already be doing this.

 

[Paul Kelly ICHYB]

I would probably have several landing pages for each area you are focused on. You can then use those for better SEO, advertising and data collection.

 

[CassieJ]

Hi I think the messaging is good now

 

[fisicx]

No. It tells me what you do not what problems you solve for me.

I don’t want bespoke or custom anything. I want my logistics sorted, my production costs lowered, more leads and higher profits.

When I look at your services only one of them appears to be custom software. The rest seem to be the sort of thing many tech companies offer.

I don’t want to book a discovery call until I’m clear if you can help me. I can’t see any examples of work you have done.

And as I asked in my last post: what’s your marketing plan? This will determine the content and structure of the site.

 

[fisicx]

On the homepage it says:

" Bespoke software for growing UK businesses"

then:

"Web apps, integrations and AI solutions that automate your workflows and save your team hours each week."

Do I need any of that? Bespoke sounds expensive. Why would I need a webapp in my furniture workshop? How will an AI solution help at a childcare centre? Which if any of my workflows need automating?

Nothing on the site suggests you can help my business. It reads like buzzword bingo with very little helpful content.

And why on earth are you selling vacuum cleaners?

 

[KatRET]

On the homepage it says:

" Bespoke software for growing UK businesses"

then:

"Web apps, integrations and AI solutions that automate your workflows and save your team hours each week."

Do I need any of that? Bespoke sounds expensive. Why would I need a webapp in my furniture workshop? How will an AI solution help at a childcare centre? Which if any of my workflows need automating?

Nothing on the site suggests you can help my business. It's just buzzword bingo with very little helpful content.

And why on earth are you selling vacuum cleaners?

Fairly sure I asked for feedback, not for you to be so rude. Absolutely unnecessary level of harshness in your comments. Constructive criticism is fine, but to label the entire website as buzzword bingo with very little helpful content when people have worked hard to take into consideration the original feedback and make changes is just totally uncalled for.

 

[fisicx]

I apologise for my apparent harshness but that how it reads to me. As an example:

"At Red Eagle Tech, we bridge the AI expertise gap for SMEs. Our team combines deep .NET development experience with cutting-edge AI technologies from Microsoft Azure, OpenAI, and Anthropic to build solutions that solve real business problems."

That reads like marketing waffle. There is WIIFM. There are no examples of what you have done and how it has impacted the profits of a business. It doesn't explain how you would manage hallucinations or keep my data secure. Why does it have to be cutting-edge? Maybe proven technology would be better for me.

You are a tech company which often means the majority of the staff are technical experts. Your clients aren't the same. They don't (generally) understand the jargon or how the technology can work for them. It means you need to simplify everything. Write for the potential customer in words they understand. You don't need to list any of the technologies you use - they are all irrelevant. Your customer needs to know what you can do for them not how you do what you do.

As an example: A car mechanic doesn't explain how a syncromesh works on their website. They don't talk about materials technology or the viscosity of oils. They don't list all the parts suppliers they use. What they do is tell me they can fix my gearbox. That's the only thing I need to know.

 

[GraemeL]

Its the same old story of focusing on features when it should be about benefits.

 

[YasmeenLondon]

" Bespoke software for growing UK businesses"

Do I need any of that? Bespoke sounds expensive. Why would I need a webapp in my furniture workshop? How will an AI solution help at a childcare centre? Which if any of my workflows need automating?

You have to remember you're not the intended target, I've needed custom software in the past and I used the search phrase "'bespoke software development" yes bespoke can be used as a high-end modifier, but it's also the first thing I typed in google's search prompt when I needed custom software developed.

@KatRET Haven't seen the earlier version of the website, but this one is definitely passable. My feedback:

Your hero has all the necessary information, it gives me an understanding of what you do and who you work with within the first 5 seconds, which is great, you've also added a review that confirms/proves the claim you made, also good.

The under hero section lists 4 benefits of your software, also great, more of this is needed. I am also assuming you've done some form of keyword research and all the headings, titles, page urls are optimised for SEO?

You've also added a considerable amount of information, which is both good and bad.

The more direct and focused you can be in your messaging, the better.

Avoid the general talk, dive into use cases, examples of work you've provided, the type of businesses you work or worked with, the value your software added to businesses you worked with, the money, time or headaches you saved them, and remove generalities, sections like The benefits of bespoke software with 100% general information, or The UK bespoke software market do absolutely nothing to convert would-be prospects, all they do is take up space and use up your user's very, very limited attention and patience, or in sections like Understanding your options, you've provided a compressive price and use case information but failed to mention how YOU compare, or where YOU stand.

Also, in your https://redeagle.tech/services/bespoke-software-development/london page, I understand the need for location pages for SEO, you mentioned a considerable amount of statistics such as London's technology landscape or London's dominance in UK tech, but I'm not sure your end user cares about, a better use of this age would be case studies of London based businesses you've worked with.

Cut the fluff, straight to the point. Talk your service, use cases, demonstrate the value, show the problems you solve, be specific and focused and understand the most important rule in websites, your user has a very limited attention span, the more unnecessary information they consume on your website, the less chances of reading the important stuff that matter, and the less chances of a conversion.

 

[fisicx]

@YasmeenLondon - how do you know I’m not the intended target? Suppose I run a small company that has a load of manual processes and I’m looking to simplify everything. I wouldn’t be searching for bespoke software as I don’t yet know what I want. Which is why case studies and examples are key. You can cover a wide range of solutions without specifying a particular technology.

 

[YasmeenLondon]

@YasmeenLondon - how do you know I’m not the intended target? Suppose I run a small company that has a load of manual processes and I’m looking to simplify everything. I wouldn’t be searching for bespoke software as I don’t yet know what I want. Which is why case studies and examples are key. You can cover a wide range of solutions without specifying a particular technology.

Apologies if you are, but I assumed from your signature and post history that you're a wordpress website/plugin developer, OP is targeting Small Business owners with growing companies that require custom software to optimise their processes, 2 very different user groups and different ways of thinking.

Most of the advice you provided is accurate, my comment was related to the use of the word bespoke in "bespoke software development" which is a seed phrase, low difficulty and 600+ monthly searches and the serp results are companies in OP's niche.

 

[KatRET]

Its the same old story of focusing on features when it should be about benefits.

Where would you change this? On the homepage we have:

Web apps, integrations and AI solutions that automate your workflows and save your team hours each week. Our client review 'more efficient' 'saving us money' Under this section, every tile is a pain point 'our systems don't work well together' 'off-the-shelf doesn't fit our needs' 'there's too much manual admin' (each one with a benefit of how we can help solve it). This section was updated a lot to focus specifically on targeting the pain points and the benefits. Would you be happy to expand on where we're still falling short on this? I'm aware we probably need to focus on some other pages. Home page is not always the entry point.

 

[KatRET]

You have to remember you're not the intended target, I've needed custom software in the past and I used the search phrase "'bespoke software development" yes bespoke can be used as a high-end modifier, but it's also the first thing I typed in google's search prompt when I needed custom software developed.

@KatRET Haven't seen the earlier version of the website, but this one is definitely passable. My feedback:

Your hero has all the necessary information, it gives me an understanding of what you do and who you work with within the first 5 seconds, which is great, you've also added a review that confirms/proves the claim you made, also good.

The under hero section lists 4 benefits of your software, also great, more of this is needed. I am also assuming you've done some form of keyword research and all the headings, titles, page urls are optimised for SEO?

You've also added a considerable amount of information, which is both good and bad.

The more direct and focused you can be in your messaging, the better.

Avoid the general talk, dive into use cases, examples of work you've provided, the type of businesses you work or worked with, the value your software added to businesses you worked with, the money, time or headaches you saved them, and remove generalities, sections like The benefits of bespoke software with 100% general information, or The UK bespoke software market do absolutely nothing to convert would-be prospects, all they do is take up space and use up your user's very, very limited attention and patience, or in sections like Understanding your options, you've provided a compressive price and use case information but failed to mention how YOU compare, or where YOU stand.

Also, in your https://redeagle.tech/services/bespoke-software-development/london page, I understand the need for location pages for SEO, you mentioned a considerable amount of statistics such as London's technology landscape or London's dominance in UK tech, but I'm not sure your end user cares about, a better use of this age would be case studies of London based businesses you've worked with.

Cut the fluff, straight to the point. Talk your service, use cases, demonstrate the value, show the problems you solve, be specific and focused and understand the most important rule in websites, your user has a very limited attention span, the more unnecessary information they consume on your website, the less chances of reading the important stuff that matter, and the less chances of a conversion.

Thanks so much for your clear feedback and tips. I think you're right that other pages need attention still. And yes we have done a lot of keyword research and I think in one of your other posts you hit the nail on the head for what we're trying to target for our niche and rank for in Google. I have discussed with the team and the feedback was that the service pages were research-backed for SEO optimisation, but I do feel there is an extensive amount of information on them and can see how it would be too much/not the right kind of information for our target customers. I will take some time to review these pages and see how they can be optimised.

 

[KatRET]

Apologies if you are, but I assumed from your signature and post history that you're a wordpress website/plugin developer, OP is targeting Small Business owners with growing companies that require custom software to optimise their processes, 2 very different user groups and different ways of thinking.

Most of the advice you provided is accurate, my comment was related to the use of the word bespoke in "bespoke software development" which is a seed phrase, low difficulty and 600+ monthly searches and the serp results are companies in OP's niche.

Yes exactly this. It's about targeting that phrase which is why you see that. I'm definitely not suggesting it's the only phrase target clients search for it but it is a huge one for what we do.

 

[KatRET]

I apologise for my apparent harshness but that how it reads to me. As an example:

"At Red Eagle Tech, we bridge the AI expertise gap for SMEs. Our team combines deep .NET development experience with cutting-edge AI technologies from Microsoft Azure, OpenAI, and Anthropic to build solutions that solve real business problems."

That reads like marketing waffle. There is WIIFM. There are no examples of what you have done and how it has impacted the profits of a business. It doesn't explain how you would manage hallucinations or keep my data secure. Why does it have to be cutting-edge? Maybe proven technology would be better for me.

You are a tech company which often means the majority of the staff are technical experts. Your clients aren't the same. They don't (generally) understand the jargon or how the technology can work for them. It means you need to simplify everything. Write for the potential customer in words they understand. You don't need to list any of the technologies you use - they are all irrelevant. Your customer needs to know what you can do for them not how you do what you do.

As an example: A car mechanic doesn't explain how a syncromesh works on their website. They don't talk about materials technology or the viscosity of oils. They don't list all the parts suppliers they use. What they do is tell me they can fix my gearbox. That's the only thing I need to know.

Thank you for the clear example. I completely understand your point here. I do feel the homepage has been optimised to try and be more WIIFM and pain point/benefit focused. But there is clearly still work to be done on other pages.

 

[Paul Carmen]

The website looks OK, but it ranks for virtually no relevant search terms, and looks like it hasn't been developed with a marketing plan and customer strategy underpinning it.

To make the website work from a marketing and customer perspective, you need to work the other way around, asking yourself:

1. Who are your target customers
2. What problems do you solve for them
3. What do they search for
4. Where/how do they search
5. What do you do better than your competitors
6. How do you articulate the features and benefits of the tools/services that solve their problems

This normally involves detailed customer, market, and keyword research. This produces your website and marketing plan.

Depending on the competitiveness of these areas, including Ai search results, you may well need to run other marketing campaigns; e.g. PPC search, or have an SEO plan that goes beyond good copy/technical SEO.

You then produce your compelling copy and calls to action that target the searches for these services you want/need to provide. You are potentially creating content both for organic service pages and PPC landing pages, depending on what your marketing plan requires.

 

[fisicx]

Thank you for the clear example. I completely understand your point here. I do feel the homepage has been optimised to try and be more WIIFM and pain point/benefit focused. But there is clearly still work to be done on other pages.

In an earlier post I asked the question: what is your marketing plan? The marketing plan drives both the content and structure of the site.

"Bespoke software for growing UK businesses"

What does this really mean? Aren't all businesses growing? Why do they need bespoke software? Surely you won't know what they need until you do a business analysis.

"Web apps, integrations and AI solutions that automate your workflows and save your team hours each week."

How do you know they need a web app or anything AI?

Go right back to basics and decide who you are targeting. UK businesses it far to wide a target. It's everything from Dave the Window Cleaner to the biggest multinational. Are you targeting those who have already identified what they need or those who haven't got a clue?

Do some brainstorming on who you want as clients. Then decide how you are going to get your business in front of them. Then you can start building the website.