Your web page has a sober style, and I like soberness, especially for
products like yours that need to express a sense of security,
reliability, seriousness, all characteristics implied by a sober look.
However, in the home page, maybe in its search for soberness, I felt
as if the products themselves remained hidden. The only direct
reference to them is the images in the upper frame, which are not
clear, and that is not a good impression. I understand that it is a
graphic style work with the type of images that the system provides --
still, I wouldn't suggest keeping those confusing images. In the more
obvious aspect, it gives the impression of low quality image -- but
even undergoing the intellectual effort of separating the decorative
images from the actual performance of the system, it makes a messy
detail in the whole image. If you sold, say, music equipment for
teenagers, I'd say go ahead, mess things up, because you want to
transmit the idea of fun and dizziness associated with music in
teenage culture, but you sell quite a different thing, don't you?
Actually, what you sell is transparency, so make your website's
aesthetics transparent. My suggestion is: keep the images, but make
Why do you refer specifically to bars and restaurants? OK, you started
from there, and you developed your system by tailoring it for you own
bar. But I guess it would be useful for a variety of shops, and by
being so specific many potential customers may feel that the system is
not for them when it actually could be.
The product list is placed too low in the page -- it remains half
hidden until you scroll down. You might try by placing the phrase
"digital video surveillance systems" to the right of "welcome to
Iwatch", and the slogan "built by...", under both.
I would suggest highlighting the contact information, in every page --
you don't see it's there unless you scroll down. I would move it from
the bottom to the top, and would add an appeal, such as "questions?
inquiries? orders? Please contact us". Maybe even an image
representing a telemarketer, with headsets and a reassuring smile. You
can't order online, right? This might be a business decision, but if
you could, it would very probably increase the website's
effectiveness. If, for whatever reason doubtlessly valid, you don't
want to deal with payment systems in your website, you could even
think of a way to "order online", what in practice would mean that the
customer enters in an online form the product they want, their email,
phone number, type of operation (purchase or leasing), and if the
latter, also the application form could be filled online. Within 24
working hours a representative of Iwatch should be making contact with
the customer to formalize the operation. The simplicity and appeal of
ordering online tends to stimulate the purchase.
The navigation is clear and logical. It goes smoothly from a wider
category of products to a narrower one, and this simplifies the
process of choosing, comparing and deciding. It is also well thought
out the way in which by selecting products the customer finally gets
to the option of purchasing or leasing. Now, is there a reason why the
lease contract application form is not available in the website? Or
did I miss something? And again, if so, it seems not to be visible
Offering to the customer both technical and friendly specs is a good
idea, as it is the systems comparison chart. All charts are well
thought out, clear and helpful to the customer's decision process,
like the one comparing the leasing, credit card and loan options, and
the ones detailing the lease options. I find also a good service for
the customer to let them know of the legal issues regarding
surveillance and to do so in the exact legal writing and then in plain
English, so that you help them understand it.