The Beauty Blondie Website Review
After seeing the tag line of Sullivan’s website, I felt interested in reading the kind of posts that she had compiled and posted. Beauty and fitness is an area that has always been of interest to me because I understand that physical well-being and appearance influence the psychological and mental health of an individual. Sullivan is an excellent articulator of her thoughts, and she communicates in a way that appeals to the mind and soul of the reader. Most of her posts are convincing and I feel interested to try out the products and lifestyle enhancement tips that she presents in her site.
Even though Sullivan’s website does not satisfactorily segment the market and target a narrow audience, it depicts desirable content quality as it relates to usefulness and readability. For every website, readability is critical because it determines what readers make out of the platform, which is why it should not be too small or in an unreadable format.
Sullivan’s blog posts are relevant and applicable to the everyday lives of the readers. A website loses its readership or users if the content is not of essence to them. One determinant of whether content fits the user is the title that the author gives his or her piece. For example, Carpenter (2016) utilizes a title that instills in the reader the desire to know why the site in question experienced advertisement revenue woes and how it dealt with it. Sullivan uses interesting titles for her blogs to enhance the first impression. However, I noted that the majority of her titles are shallow and do not give adequate perspective into the content of the blogs.
To connect with her audience via content, Sullivan uses an interesting approach that is to write from personal experiences. This aspect enables her to connect on a deeper level with the audience, and thus, allowing her website to attract leads.
Website design effectiveness is a function of three major elements, which include usability, style, reliability, and search optimization. The aspect of usability considers all the practical considerations such as security, user-friendliness, and speed. Sullivan’s website is satisfactory in some aspects of usability and needing in others. First, this website offers easy navigation, especially because she has categorized her niches into beauty, fashion, and lifestyle.
The website is also simplistic, lacks numerous links, and functions on different browsers and mobile devices. However, it is difficult to tell how secure the site is from the perspective of the user. The element of style considers the extent to which the design aligns with the product or brand to create a positive impression on the user. Sullivan’s website does not align with the brand that she is trying to sell in terms of feel, graphic, and color. I feel that this site is quite dull due to the use of a plain background and lacks graphics that a person interested in understanding more about beauty and lifestyle would be looking for.
The last major critical element to consider in website design is search engine optimization (SEO). Sullivan does not use alt tags to optimize images not Meta descriptions and, heading tags, and title tags. Lack of these SEO strategies will hurt conversions and Google ranking, thus failing to gain a large readership. Most other articles in the reading have embraced the approach of included links to external sites in order to enhance ranking, for instance, Vara (2015). Links leverage the fact that readers will look to easily reach complementary information that is not found on the website.
Sullivan’s website titled ‘lifestyle overload’ is a beauty and lifestyle platform. The site covers general content about beauty, fashion, and the general living driven by the author obsession for new products and desire to share her ideas with the readership.
Sullivan, however, does not adequately integrate the aspect of market segregation in her site because the content herein applies to any individual that is interested in beauty products and lifestyle information. In marketing, targeting breaks the market into smaller segments based on their need and unique characteristics. This approach helps the marketing entity to put more focus in efforts to connect with a defined, specific group. Segmentation can be based on geographic area, psychographics, demographics, business industry among others.
I feel that, if Sullivan focuses on narrowing her scope, she would start compiling blogs that speak directly to s specific target audience, attain high-quality leads and conversions, develop loyalty, and differentiate services and products. An example is the news piece by Bleymaier (2013) that explicitly target readers in the writing and affiliate marketing niches. Such as approach would add specialty and specificity to her blogs.
I feel that Sullivan could do a little bit more to increase the marketability of her website. The success or failure of a website to sell a brand depends on such aspects as the target audience, design, and content. She could adopt further strategies to enhance the effectiveness of the site by improving areas of weaknesses. For instance, to avoid overlapping audiences, Sullivan could separate her content and product under ‘men’ and ‘women.’ Also, enhancing general appearance, including more links, and having advertisements on the site would make it more marketable.
Bleymaier, T. (2013). On advertising- Maria Popova. Retrieved from http://on-advertising.tumblr.com/.
Carpenter, S. (2016). The toast is toast: Literary humor site shuts down over ad revenue woes. Retrieved from https://www.forbes.com/sites/shelbycarpenter/2016/05/13/the-toast-is-toast-and-its-devastating/#4325fab248f6.
Vara, V. (2015). Survival strategies for local journalism. Retrieved from https://www.newyorker.com/business/currency/survival-strategies-for-local-journalism