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Cargo Website Review

Ediwriter's analysis and critique report for cargos.com

One of Ediwriter's most popular services is the free website review. Businesses from all industries ask me to review their websites and offer them a second professional opinion on their performance. It's free, with absolutely no commitment.

My review reports are not intended to judge or mock poorly performing websites, but to identify problems and suggest ideas for improvements. Here is my review report for a cargo and shipping website.

Ediwriter's critique and analysis report for Cargos.com

Main visual: On top of the homepage, Cargos scrolls 4 different banners. Although in terms of usability using one static banner is much more effective than scrolling several banners, it's not a mistake to use a carousel. The problem is with the images and headlines of the carousel.

The image of the first banner is impressive, relevant and effective. Only that the headline 'Shipping news and views' is wrong. Why would a new visitor who has just landed on this page want to read news or views?! Instead of a powerful headline that can build trust and confidence, Cargos asks its new visitors to sit down and read some news...

The second banner shows a basic and simple office image that doesn't create any impact. Why would new visitors waste time on looking at the company's window or monitors? The headline compliments the team, but this should be done on the about us page, not on the homepage.

The image of the third banner is excellent, only that I don't think that the generic "creative solutions" is the right headline for this type of services. The forth banner about the cargo company's community activities, is obviously totally useless.

The homepage continues with 4 text columns, and after the 4 columns there is an opening text. It would be a much better idea to place the opening text right after the main visual.

The 4 columns are actually a kind of a secondary navigation menu. The first column is about services, the second about the team and so on. This is a mistake, because it wastes the visitors' time for no reason. After all, that's why websites have inner pages for. If new visitors want to read about the team, they can always click on the team link.

Instead of these basic columns, I'd place 3-4 cards beneath the opening text. Each card would focus on one of the company's cargo solutions and linked to the respective service page.

Websites should not use the "learn more" links. Visitors are not students and the website shouldn't act as an educational authority. Besides, a well structured website with an effective navigation menu doesn't need this type of links.

The opening text must be improved. For example: 'A totaled our team members have some 700 years of experience'. Besides the spelling mistake, the 700 years sounds pompous and unreal. It could be enough to mention "the team's extensive expertise".

The image on the right is much too small, making a very bad impression.

Inner pages: The inner pages look like brochure pages. The texts surround images, just like in brochure design.

The right area on the inner pages is dedicated to news and posts, which is a huge waste of valuable real estate. News and posts belong to a separate news or blog section. Instead of news, the inner pages could have used this space to display relevant images, related to the company's services.

Bottom line: With a few structural, content and design changes, Cargos.com can change their present website into a much more powerful and effective marketing tool. As it is now it can't make a favorable impression and it will send many of the new visitors to the competition.

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I am Eddie, owner of Ediwriter.com. I specialize in developing persuasive website content, producing creative branding and building powerful websites.

Ediwriter is all about creativity, insight and competence - the single most important elements that distinguish excellence from mediocrity. My work affects impressions, opinions and decisions. My job is to shape your business image and increase the credibility of your messages. I do that successfully since 2001. Work with me and you'll be proud of your choice!