McKonly & Asbury

URL: www.macpas.com

Substance	7
Team competence & commitment	7
Differentiation	7
Reasons to return	6
TOTAL CONTENT SCORE (40 points possible)	27
Navigation & usability	7
Attractiveness	10
Personalization & personality	9
TOTAL APPEAL SCORE (30 points possible)	26
TOTAL INTERACTION SCORE (10 points possible)	10
OVERALL SCORE (80 possible)	63

Comments:

Attractive and creative, McKonly & Asbury rates well using our scoring system. This firm’s site is attractive, clean, and easy to navigate.

Industry pages offer strong content and the client photos and testimonials substantiate the copy. Photos of the clients are artistically done. You can see evidence that the firm is involved in their clients' key industries.

The bio page is a must see! Creativity here is nice and extremely different. The shadows are a really cool touch. Printable bios are also original. Definitely stands apart from what we usually see. One drawback in the bio section is that only partners and principals are included. A nice touch would be to add your whole group, or at least managers (we know firms are worried about recruiters pilfering their talent!)

A few things we thought could be better…

There's a lot of scrolling, even on the home page. Service content isn't quite as substantial or compelling as the industry content. Be aware of and try to avoid the “we and our” in each paragraph.

And paragraphs are rather long for Web writing. Breaking them up a bit makes the prospect of reading the text more inviting and it makes it easier to skim which is what Web readers do.

Downloads are easily accessible, but remember to warn of a PDF download (so many firms don't!).

Adding employee testimonials the same way client testimonials are done might be a neat touch in the career section. (And remember to use spell-check throughout).

Overall, this is a great, creative site. We refer people to this firm's site pretty often when they ask which sites we think are the best!