Critique Appreciated

I like it. You could add more to the sidebar, but that's not a necessity. Just test and see what works best.

Here are my amateur thoughts on your site.

The two biggest problems are:

First, you don't have a clear target customer. You start out talking about infertility. Next, you talk about nutrition for people who are pregnant. Then, you talk about needing to have extra energy. The way it's presented, you give a visitor too many chances to say, "This isn't for me."

Decide who your ideal customer is; find out what they really want, and give them a clear, consistent message so they know your product solves their needs and wants.

Second, you're making people think too much. Every time they think, there's a chance they'll decide, "This site isn't what I need." This is partly due to the unclear target customer. However, I'd say the problem is almost everywhere.

Going back to your ideal customer, let's picture him or her.

I'll say she's a woman in her 30s, who's having trouble getting pregnant. She and her husband have seen the specialists, and they're overwhelmed by the cost of in-vitro fertilization. They're giving it one last natural try on their own. She wants something to improve her odds of getting pregnant.

So, Susan (that's what I'm going to call her) goes to Google and searches for things like "natural fertility tips". In her results, she sees fertilitydiet.com, naturalfertility.com, howtogetpregnant.com, and infertilityandnutritionchecklist.com.

Guess which website Susan isn't going to visit.

But, let's say she does decide to visit your website. What happens when Susan gets there?

She sees a header graphic with a key going into a lock, a clock (probably reminding her of her own biological clock - which is running out), and a couple of hands holding a plant in some dirt. Her brain wonders, "What's this all about? Am I in the right place?"

Show her a picture of a smiling couple, with the wife seven months pregnant. Then she'll know she's at the right place. Plus, you'll get her emotions going, something that doesn't happen for a site selling a "checklist".

Still a bit confused by the graphics, Susan reads the text in the header. "Infertility and Nutrition Preconception Checklist: Diet Influences & Effects for IVF, Conception, & Pregnancy Planning". It sounds like the title to a study funded by the World Health Organization. You know, the kind of thing no one ever reads, and only makes a bunch of bureaucrats feel like they've done something to help the world. This doesn't draw Susan in to your site either.

The body of the copy isn't compelling. Some things actually turn me off from the product. When I read, "contains over 1000 facts that are essential to know", it makes me think of a huge college textbook I need to memorize, in order to pass a tough final exam. That doesn't exactly make me feel positive towards your product.

What would make me buy are statements like:

"Discover the one natural herb that a Mayo Clinic study proved increased fertility by 86% - page 14"

Read the books suggested, and keep your ideal customer in mind. Everything needs to draw them in, and make them believe you understand their problem and have a solution for it.

P.S. I'd also replace every instance of the word "infertility" with "fertility". If I'm having trouble conceiving, "infertility" is probably the last word I want to hear.

P.P.S. Fix the text in your e-mail sign-up box. It should be "receive", instead of "received". "We NEVER share our email addresses" should say "your", instead of "our". And, I'd bet that you get more people to sign up if you got rid of the "Health concern" and "Country" fields.