Entarga.com's website design and marketing effectiveness analysis

¶ … Entarga.com (http://www.entarga.com/stratplan/Index.htm)

Summary Description

The website for Entarga.com has been designed to promote the consultancy of Ross Wirth (2007), a PhD graduate from Walden University and an MBA from New Mexico State University in 1975. The one page resume of Dr. Walden also includes experiences managing SAP business warehouse information systems and regularly working on cross-functional teams. The website Dr. Wirth has created however is at times confusing and lacks a clarity and consistency of focus when it comes to just what exactly he is offering as a service. The mission statement from the site says:

Applying the new science of complexity theory to organizational planning - enabling the adaptive business of the future. Harnessing the power of organizational learning and self-leadership for emergent organizational change with strategic visioning providing the collective purpose. Turning theory into practice; working today to build the organization of the future. This is our mission."

This mission statement is confusing and difficult to ascertain from just exactly what the core business of this consultancy is. There are additional links for leading organizational change, strategic planning, market planning, organizational complexity, and knowledge management, yet none of these claims seems to be solidly grounded in any actual work completed or client list.

Overall Look and Feel and Apparent Target Audience

The creation of the site. Dr. Wirth, has structured the contents and links to appeal to senior executives, yet the color choice, the links locations in simple lists, and the overall navigation is amateurish and the site lacks a true sense of accountability for the proposed business itself. While designed for the senior executive target audience, the site actually has a feel of an experiment or an idea for promoting Dr. Wirths' work that is too inwards centric. Like Marketing Myopia (1975) the site appears to suffer from being too inward centric in its view of the services being offered.

Reasons to return back to the site

To see if Dr. Wirth ever learns how to talk in terms his prospects can understand and get away from the academician-speak that dominates the site today.

What information was expected to be found and was not there Given the fact that Dr. Wirth has so much experience in a multiple of areas given his resume it would be expected that much more in the way of research would be presented. Even a short analysis of one of the Porter (1979) competitive models would have been useful, yet there are no analytical constructs, no models of competitive dynamics, nothing in the way of thought leadership. The site is lacking in many of these critical areas.

Links from the site that are helpful

The site links are probably the most useful aspects of the site, and yet they are buried within the structure ands have limited applicability to the overall flow of information on the site.

Additional Notes Regarding the Site

Once the entire sit was been viewed it increasingly appears as a vanity site for Dr. Wirth and his many theories. The heavy use of a flat site architecture, the increasingly heavy use of just text and no graphics, and the lack of any free downloadable content with the exception of a bibliography and other short written documents make the site not that useful to any executives truly on the lookout for help in the areas the author claims expertise in.

The author includes their scouting history and the achievements in this area since childhood, (http://www.entarga.com/misc/scoutingresume.htm).This is not necessary for a site aimed at driving business process change into an organization.

Line Evaluation

While the concept of the site and the achievement of a PhD are laudable, the fact is this site is lacking in many of the essential elements necessary to make it useful for actually capturing business. The fact is that this site confuses more than it clarifies and needs major reworking if it is going to be effective.