I became aware of the Metwell website as a result of a promotion they had sent me via Twitter. Their website is full of unintended ironies as they offer online marketing advice which the website appears to ignore.
It’s also a good example of a website with a pretty good layout that is undercut by a lack of focus and a serious shortage of relevant and compelling content.
I found it hard to understand exactly what Metwell does or how they could help me after a quick–and then a more in depth–visit to their website The company seems to know content is important because their site attempts to provide a lot of content, at least on the surface. But they misunderstand the essence of content marketing by failing to make their content relevant and compelling to prospective buyers.
Here’s what I find to be most problematic:
- They have a big visual slideshow on the top left of their home page but this doesn’t necessarily relate to what they do. Rather, it seems to be a sharing of widely varied business news/concepts.
- Below this big section, they have a very quick slideshow which reviews seemingly unrelated services they provide. But once the slideshow is finished there is nowhere else on the home page that tells you what they do.
- Below that slideshow they have an article titled, "What to Do with a Good Idea." This is fairly interesting but I still don’t know if they can help me as a businessperson take a good idea to market or not.
- To the right they have a headline, "Hire Your Kids?" This relates to potential small-business tax benefits. But, again, I have no idea from what I see on the home page whether this company is either willing or capable of helping me with tax issues.
- At the bottom of the page, they have a section called Differentiate Your Business. Unfortunately, on their own website’, they fail to differentiate their business from thousands of others who may do exactly the same kind of things.
- If you click on the Our Services button, you get a bullet point list of the many and varied services they provide. But, it is so varied that you would be hard put to trust their expertise in each and every one. Moreover, because they offer absolutely no explanation of what they do for each of those bullet points, we are really left hanging.
- The website includes no information about any of the company principals so that we are completely in the dark about their knowledge and experience as it might relate to our needs.
How they miss the point on the importance of relevant and compelling content
High up on their website they have a news section in which the lead article (with unintended irony) is titled, "What Makes a Great Website. The entire content of the article, pasted directly from their website, is as follows:
- Hire a professional and we will build you a great website. Rembember, five mediocre website designers working in perfect harmony can’t do the work of one super-star.
- Avoid being clever – use insight. Many websites scream "look at me" our goal is to design your website and customers will say "here’s what I’m looking for"
- Update your site continuously. Keep your content fresh and always have new products on your virtual shelves. This will generate business and keep the search engines visiting your site and better ranking
- No great website was ever conceived by more than 3 people. One voice, one vision.
- Metwell will design a great website for you and maintain it or show you how to do it.
Not only is this article bereft of content, it appears to be more infomercial than legitimate information.
From those five bullet points, one derives a single piece of advice: Customers arriving at your site should say, "here’s what I’m looking for." The rest of the content seems self congratulatory and clichéd. Moreover it’s incomplete.
If they meant to share with us the essence of a great website, they fail to do that. If they meant to tell us why they are perfectly positioned to create our website, they don’t do a good job of that either. In fact, they failed at proofreading because the very first bullet point misspells the word ‘remember.’
The final irony of their website is that several of their bullet pointed services relate directly to website design and development
The lesson we all have to learn is that good design is critical, but without great content even the best design is simply wasted effort.