Launching new website—need comprehensive review

The Crit Pit
#1

Hi GDF members—I’m really hoping you are able to help me out with a review of my website. I am a letterpress wedding stationer (small business owner), and have recently overhauled my website / suites / copy, but am sure that by working so closely on it with no other input I have missed something.

I have filled out the required questions below—please let me know if I have missed something!

Concept: What is this? (i.e. a logo, a brochure, an app icon, etc)
Website UX / UI design with some letterpress mockups—Peta, Macquarie, and Esha (this page will be locked when the website launches—‘coming soon’—but I have unlocked it for this exercise, please have a look!)

Purpose or Goal: What was the intent of this work?
To showcase my suites available for purchase, inspire people to book in a consultation, try and emphasise the value of letterpress printing in a cost of living crisis :smiling_face_with_tear:

Format: Is this for use mainly in print, digital, or a combination of both?
I specialise in letterpress printed stationery rather than CMYK or paperless / digital. HOWEVER—I can’t afford to get letterpress samples printed to photograph, so I have to mock everything up in Photoshop. I think the mockups look okay, but if you guys have any tips to make them look more authentic I would be so happy to hear them.

Audience: Who is your ideal audience or customer? (age, gender, location, industry, etc.).
Middle to high income earners who live in Sydney (or surrounds), people who see the value in craft / artisan products, aged 25 - 60.

Your Experience Level: Are you a student or professional?
I am a working professional with five year’s experience.

Nature of Job: Is this paid client work, a school assignment, or self-directed project for a fictitious client?
Self-directed project to gain real clients. All work and copy is original.

Website is https://www.designdais.net/
Password to get in is P9oL1u6Pp

Thank you all so much! I appreciate any words of feedback you can provide :pray:t2:

#2

Very nice work

In the packages - most people won’t understand what Letterpress or CMYK printing is.

I’d just say ‘Partially Engraved with gold/silver/other colour options’
Full Colour Printing - instead of CMYK

I’m not sure what showing the machine to use does - I don’t think it lends any credence and would prefer to see actual finished photographed or videos of finished products for each product.

It’s very nice work though, well done.

#3

Hi @Smurf2–great shout about the terminology. Offering letterpress is a point of difference when it comes to wedding stationery, so I think I will keep that, but I will definitely update the bits with CMYK!

I thought showing the printer would remove some of the mystery about the process, but maybe you’re right about the final outcomes…

Thank you so much, very much appreciated :pray:t2:

#4

All I’m saying is that it makes sense to you - but to the layperson they don’t understand what letterpress is.

Anyway, if you want to keep it then keep it.

I’d implement some analytics to your site to find out how people are landing on your site, what keywords they search for to get there.

I doubt many search for letterpress wedding inviites.

I’d say they’d be more looking at ‘engraved invitations’ or something similar.

It all helps with your SEO.

#5

I personally think keeping the image of the letterpress machine helps to make visitors understand that what they are receiving is more unique and bespoke rather than something just mass produced and printed off of some large scale printer. Also, it is on a secondary page.

I also second that the design work is nice.

#6

Yeah, I totally get what you mean. I am currently waiting to be indexed by Google Search Console, so I’ll have to report back with the numbers once they come through.

I’ve struggled with SEO in the past, so with this relaunch I have tried to be vigilant about getting it all set up correctly.

#7

I would suggest a gallery that shows close-up images of letterpress printing that you’ve done to convey the tactile nature of the stock and the printing method.

#8

Hey @CraigB—thanks so much for taking the time to reply!

That was partly my thinking behind it. I feel it’s important for people to know that each piece of their invitation suite is being manually printed on an old-style machine, as I think this helps justify the cost.

I want people to know they are getting something bespoke, not just your run of the mill Canva / Etsy / Zazzle CMYK invites.

#9

Hey @Steve_O—

I would absolutely love to do this, but unfortunately I’ve only had one set printed… The rest are mockups.

I’ve tried to convey the tactility of letterpress printing via my header image (real suite), and as well as I can through Photoshop in the individual suite pages. Do you think a gallery would still have the same effect / be impactful if I used closely cropped mockups?

Ta

#10

Your Instagram posts are more fun, visually dynamic, and interesting than your website, which, by comparison, is a little staid and conservative. For example, your Instagram posts make better use of photos with people, bride & groom, and even a frog. Maybe they’re stock photos, but that’s OK; they liven things up and convey a sense of excitement and personality.

Since you’re focusing on letterpress printing, I think it’s a good idea to have a section, like you already have, about what letterpress printing is, what the final result is like, and why it provides a more tactile and interesting result than typical offset or digital printing. I might use a smaller photo of the press, however.

Do you own the press, or are you only the designer and coordinator? Do you offer any other services? I notice that one of your “suite” examples includes die cuts. Is that offered? You also have an example of inside-the-envelope flap printing. Do you really provide this service and envelope conversion — you’re implying that you do. You could easily add tipped-in color photos to the mix since it also involves hands-on work that was once common with letterpress printing a hundred years ago.

I share Smurf2’s concern about CMYK being meaningless jargon to most people. Full-color printing is probably a better way of phrasing it. Much the same is true of foil stamping (hot foil). I’m not sure everyone will know what that means. Why are you playing up letterpress but downplaying foil if you provide both?

You might want to emphasize the bespoke nature of what you offer. After all, that is what makes your service interesting.

Your site mentions a five-step process, but you only explain the first step.

Every link on the site opens a new browser window. Why? It’s annoying.

This page ( https://www.designdais.net/get-started ) returns a 404 error.

When opened in a large desktop monitor browser window, the navigation menu on the first page is hidden in the dark background at the top of the photo.

.

1 Like
#11

Really, maybe because you know what it is and familiar with the terminology. That’s why I was suggesting maybe a video - or side by side comparison of letterpress vs printed actual works.

I guess it’s nice in an way that communicates to the customer that it’s a bit niche. Personally, it does nothing for me. But I’m not the customer :smiley:

#12

I worked for a cheap skint printing company offering low quality printing at high high prices. And it was a nightmare but we often got the ‘Why wouldn’t I go to Vista Print and get it cheaper there!!!’ and we’d have samples printed from Vista that we bought, and we’d then have the samples we printed of the same thing. And our quality was much better.

So what I’m getting at is
It’s quite difficult to convey tactile over the internet.

I’d look at a section where people can order sample packs, either for free or for cost of postage and packaging, or a small fee or something.

Is that a critique of the website - absolutely.

I’m also a strong advocate of having the Contact Us available on every page, if that’s a hovering button, or a call to action from landing page etc.

And I think if you get people to order sample packs, you get to collect their information and follow up with them on their big day.

Marketing data for Weddings is probably useless, but it gives you a contact of people who are interested, a chance to follow up, and to follow up after the wedding.

As such working for a cheap skint printers we needed to upsell every opportunity

Things to consider making prominent
Get them in the ground floor and order Save the Dates - they’ll likely come back for the rest of what they need.

Offer packs of Bronze, Silver, Gold, Platinum (where each pack gives better and better service and options)

You could potentially offer
Cards/magnets (depending on their preference)
Envelopes (if not postcard-style)
Wedding Invitations
Main invite card
RSVP cards (or a link/QR code to RSVP online)
Envelopes (customisable with return addresses)
Details or Information Cards
Venue directions, accommodations, registry info, or dress code
Thank You cards

Pre-designed cards for post-wedding gratitude
Menu Cards (if offering a sit-down dinner)
Place Cards (for assigned seating)

Ceremony programs, order of events, or personalised notes
Table numbers

Welcome signs, seating charts, bar menus, etc.

Upsells
Envelope Liners
Wax Seals
Ribbon or String Ties
Custom Address Printing
Custom Monogram Design

Sample Packs
Paper stocks, printing styles (e.g., digital, letterpress), and finishes.
Pricing Breakdown

Itemised pricing so clients know what they’re paying for
Turnaround times & delivery estimates

Include rush order options for last-minute planners

Allow clients to upload their own designs or work with your team

Sustainability do you offer recycled paper or eco-friendly options for eco-conscious couples?

Maybe include a chat function for quick questions.

Follow-Up Opportunities
After-Wedding Stationery
Thank you cards, photo keepsakes, or holiday cards featuring wedding photos
Anniversary Reminders

Discounts on custom anniversary cards or gifts a year later
Referral Discounts

That’s all I can think of for now

1 Like
#13

If you do an image search for letterpress printing, it’s not hard to find examples of close-up, not sure I’d say it’s on the macro level, photography that do a really good job of conveying the tactile nature. By definition, no, you won’t experience “tactile” by sight, but you can at least show how letterpress printing is different from offset printing.

Do you own and operate the press(es) yourself? If so, why not create samples on your own? Even if you are doing the art yourself and sending the printing out, it might be worth it to spend the money to have samples printed.