URL: www.lknscpa.com
| Substance | 4 |
| Team competence & commitment | 4 |
| Differentiation | 4 |
| Reasons to return | 5 |
| TOTAL CONTENT SCORE (40 points possible) | 17 |
| Navigation & usability | 5 |
| Attractiveness | 7 |
| Personalization & personality | 7 |
| TOTAL APPEAL SCORE (30 points possible) | 19 |
| TOTAL INTERACTION SCORE (10 points possible) | 2 |
| OVERALL SCORE (80 possible) | 38 |
Comments: This site caught our attention because of the uniquely charming homepage. While it didn't score very high using our grading system, we do think it has a lot of potential in it's next "remodel." The "little town" concept could be carried forward very effectively. A major problem we noticed as we started navigating around is that the neat "town building" links are lost to the reader once they enter the site. Several of the site's best features aren't visible again unless the reader returns all the way to the homepage, yet links to other (less impressive) pages remain visible to the reader on the right. We think a MUCH better use of space would be to have the Newsroom, Library, Career Center, etc available on the left (at least upon leaving the homepage) instead of the annoying scrolling flashing stuff that uses valuable space to impart the same few bits of information over and over again. The firm offers some solid articles and could more effectively position itself as experts in the four industries it lists. With four partners, the number of niches is very appropriate and believable. Cudos to the firm for not trying to be all things to all people! But since there are only four areas, and not much content in the first three, why is one still "pending"? Also, the "next" feature forces the reader to click through 3-5 screens to read small amounts of info on industry pages and bios. Perhaps they are trying to avoid scrolling, but for the amount of content, there's no reason to make someone click. The biggest disadvantage that should encourage the firm to reconsider this unnecessary navigational complexity is that a reader cannot print a complete bio or industry page without printing several pages to get text that would fill less than one. And the industry content offered isn't particularly helpful or memorable so it's not a good use of the reader's time. In particular, the Q&A format for introducing very basic information is space wasting and perhaps a bit too "cute" as are the food references in the restaurant industry section. Except for reference to the four partners, there is no indication of the firm's size or of the skills of team members. There is the cliché "not too large…not too small" language, but if not for a reference to an employee bowling event, it wouldn't be apparent the firm has a team at all since no team members are listed in the contact or bio sections. Some subscription content enhances the firm's own articles which is very okay for a four partner firm. It's good that they are providing as much unique content as they are…keep it up! You can never have too much! One small suggestion in this area is to cross-reference industry related content from the industry pages (e.g. restaurant tip articles from the restaurant industry page). Other than that, we'd recommend that the articles added to the site should be formatted consistently and avoiding the white text on blue background will sure save tired (and aging) eyes. And in the "About the Firm" section, there is a unique reference that really caught our attention, "…we remain an honest companion, a valuable advisor, and an effective ally." We liked the sound of that and thought it tied nicely with the town feeling. The concluding statement that "...we do it because it works" however, didn't leave us warm and fuzzy…works for whom? We had to assume they meant that it works for the firm…. But wouldn't it be nicer if it was clear that it works for clients? Overall, for a smaller firm, and therefore we assume probably a smaller budget, we think these folks have a great start on a unique site. Can't wait to see "round 2."
