Analysis of FK Diamonds Homepage with a purposed updated homepage

1. FK Diamonds
Homepage Analysis
by Brian Tudor

2. FK DIAMONDS
CURRENT HOMEPAGE

3. Analysis - Current Homepage
FK Diamonds current homepage is 100% FLASH
The site navigation is all downhill, the back and forward buttons are rendered useless,
there is no navigation built into the FLASH template
Colors are passive and do not exhibit the excitement generated when contacting FK
Diamonds
“Sometimes It’s OK to Throw Rocks at Girls” takes up too much of the page, and new
visitors do not get a sense of what FK Diamonds can do for them.
FK Diamonds’ contact information is buried at the bottom of the page and can be lost
below the fold on a smaller screen
No clear call to action
“Sometimes It’s OK to Throw Rocks at Girls” is too busy and draws the eye away from
the existing navigation on right hand side of the page
Navigation on the right hand side of the home page
No mention of FK Diamonds Social Media Community
The page feels a little too much like an advertisement rather than the centerpiece of
FK Diamonds Internet Marketing plan

4. !
THE COMPETITION
JAMES FREE JEWELERS HOMEPAGE (WWW.JAMESFREE.COM)

5. Analysis - The Competition: James
Free Jeweler (www.jamesfree.com)
James Free’s homepage is rather simple, left side navigation with a flash
animation mouse rollover for each word. After clicking on a link you get a
drop down with more choices, except for the Shop and Catalog
selections, they each open a new page. Shop opens http://
www.shopjamesfree.com/ where customers are able to purchase rings,
earrings, necklaces and other jewelry. Shop James Free has the same
basic look and feel as the James Free homepage, allowing visitors to
shop by: Item, Designer, Price, Occasion or Gemstone
Overall, www.jamesfree.com homepage is a quaint little page, all the links
work, pages load quickly. The colors, text and images are all simple and
easy to read. There is little navigation on the site aside from the left hand
navigation, there is no redundant navigation but the site is not deep
enough for visitors to get lost on the site. Locally James Free is one of FK
Diamonds’ main competitors, but mainly because of a brick and mortar
store, it seems that with a small amount of tweaking and some search
engine optimization, FK Diamonds will have little problem creating a large
enough web presence to compete with James Free Jewelers.

6. FK DIAMONDS
PURPOSED HOMEPAGE

7. Analysis - Updated Homepage
Site optimized with HTML/CSS design to improve functionality and Search Engine Optimization
Updated color scheme to show the excitement and passion FK Diamonds has for selling quality
certified diamond jewelry
Clear call to action
Updated navigation - navigation banner will run across all pages of the site, also for improved
branding
New top banner navigation will now provide links to the homepage, an about FK Diamonds
page, a Products page, an Information page to learn more about FK Diamonds, an new Gallery
page of custom jewelry, a News page to link out to FK Diamonds in the news and a Contact
page where customers will be able to fill out a form, email or find a dedicated phone number to
call FK Diamonds
“It’s OK to Throw Rocks at Girls” is now built into the top banner to improve branding
awareness from banner ad campaigns
While www.fkdiamonds.com is not an e-retailer, the new featured jewelry section will allow new
and potential customers to see examples of the custom jewelry FK Diamonds is able to create
Social Media links added to have customers connect with FK Diamonds
New page footer with redundant navigation and links to Partners, FK Diamonds’ Privacy Policy,
News & Events.

8. CURRENT PURPOSED
HOMEPAGE HOMEPAGE
SIDE BY SIDE COMPARISON
CURRENT FK DIAMONDS HOMEPAGE VS. PURPOSED FK DIAMONDS HOMEPAGE

9. New Feature
Featured Jewelry:
Galley of special custom
jewelry will be updated each
month to showcase custom
diamond jewelry

10. New Feature
Social Media Links:
Facebook Fan Page
LinkedIn Company Page
YouTube Channel

11. New Feature
Clear Call to Action:
Schedule a free One to One
appointment

12. New Feature
Updated Branding Efforts:
“It’s Ok to Throw Rocks at
Girls” placed into the top
banner to be seen on every
page

13. New Feature
Featured Content:
Why Buy from FK Diamonds
Diamond Education
Shop and Compare
Custom Jewelry
Testimonials
Call Today

14. New Feature
Improved Navigation:
Top Navigation Bar

15. FK Diamonds
Homepage Analysis
by Brian Tudor