When I first took a look at the Oakwood Cleaners website, a dry cleaner and specialty cleaner in Nashville, Tennessee, who also does wedding gown cleaning and wedding gown preservation, there were a lot of obvious problems.

1. First Impression

Design was not reflective of the company. Oakwood Cleaners is the best of the best. They are a member of the Leading Cleaners Internationale - something few can claim - and the site simply did not reflect the level of professionalism and service the company delivers.

2. Critical Disconnect

Again, a potential conversion killer, Oakwood Cleaners brands itself as a eco-friendly cleaner. The “Greener Cleaner” to be exact. The old home page didn’t promote that message appropriately or as effectively as it should. There was some text on the home page, but that was about it. Since it is a very important part of the company’s message, it needed to be appropriately communicated on the home page - both visually and textually.

 2. Navigation

Again, another conversion killer, the navigation of the old website was all over the place. It was confusing, the most important links were not at the top of the site, there are a lot of pages at the website, but getting to them was not as easily as it should have been. 

 3. Technical Issues

There were a lot of technical issues with the website, too numerous to go into detail for. These technical issues, in some cases, created error messages and overall created a less-than-friendly user experience. Search engine optimization was minimal. In addition, the owner of the company didn’t have full-ownership/control of the oakwoodcleaners.com domain.

 

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