A good friend of mine emailed me this morning to ask if I had any suggestions for a new user interface mock-up he created for his company, ABSystems, which sells medical billing businesses.

Here’s the mock-up, along with his email to me:

I’m trying to rekindle the fire to get our ABSystems website redesigned.  Take a glance at the mock up attached. I 100% ripped it off of mint.com. We won’t be using the grassy bar, but I wanted it there as a place marker and to show the function / naming of the rollover items.  Any feedback would be appreciated.

My Reply

Dude, this mock-up rocks.  You know I love mint.com’s design and even the redesign has grown on me since my review.

Couple of thoughts off the tip top of my head…

1. Image is what I saw first, but Headline is what I *read* first.  Which is perfect.

2. Only two primary call to actions in bright orange buttons.  Awesome.  Would change the one to “Watch 2 minute overview video”.  2 mins is about the max length of attention span for an informational video online.  This is because watching the video is a passive action.  While online, people are in an active mode.  Therefore, if it can’t be said in 2 mins or less, don’t bother.  (For background on this 2 minute stat, click here and scroll down to the section with the header 1 Minute.)

3. The headline uses key phrases, “Fatest” and “Guaranteed.”  And presumably, “Medical Billing Business” is the keyword the site visitor searched on.  So very sticky as a landing page.  (Btw, I’ve been learning lots more about hiring an inbound link firm so you can rank #1 on a search term like that. More to come this week on my blog and Ashley’s.)

4. The “hero graphic” is very pretty on first glance.  But as you move from scanning to reading, it becomes more complicated.  Would recommend making it slightly simpler.  Ie. Maybe less boxes?  Less technical/insider jargon?

5. The use of the “I” instead of “we” is prevalent and much better for conversion.  Questions like, “How Do I Get Clients?”  “How much can I make?” are brilliant to use.  On the other hand, “What We Do” statements as the lead are lame.  (Check out Futurenow’s We-We calculator.)

6. For the header nav, I would recommend, in this order: “How Much Can I Make?”  “Medical Billing 101″  “About ABS”, and that’s it!  Put links to “ABS Blog” and “Products” in the footer nav.  (Check out how minimal the nav bar is for the new Jigsaw Health re-design, yet the footer has many links.)

7. Add your 800 number and a Chat Live now to the top right.

8. Get a new logo!

Dude, this is a great direction for your website.  Higher conversion always has a positive ROI.  So push hard to get it done, and K.I.S.S.

Your Thoughts?

Comments are open for thoughts and reactions.