Web Design Critique: https://www.excellencecoaches.com/

Cairns is the gateway to the Great Barrier Reef, one of the most famous tourist destinations in Australia. Besides the famous reef, many visitors want to experience a rare adventure among the fishes and corals. It is common for travellers to browse through the website of Cairns Airport transfers to determine whether online booking for transport is available and how much the service would cost.

First impression

There is no second chance for a website to generate a first impression. According to experts, visitors will judge a site within the first few seconds which means that the faster information is provided, the better. Since the goal of most visitors to this site is to book for airport transfers, tours and charter transport services, the call to action buttons on the homepage is a good trick.

Since visitors are expected to scroll, it is important to keep the interest of visitors on the entire webpage. The web designer has managed to keep content flowing so that people will be encouraged to dig deeper into the other pages.


The visitor’s eyes are directed to where the website wants them to go because white space has managed to make it happen. Apart from the navigation menu at the top of the page, visitors can simply click on the images to gather the information they need. Using this strategy allows visitors to gain info quickly. Since all the most relevant content is available on the homepage, visitors do not have to struggle to book a quotation. Content is simple enough not to appear like a sales pitch.


Web design has used the most appropriate images that are relevant to what the website offers. Content is well organized, user friendly and engaging. Content can easily generate leads and eventually conversions because it is genuinely helpful with lots of useful information. Aside from the airport transfers, the website provides the visitor with an insight on what can be expected when travelling to Queensland’s popular attractions. Relevant and consistent content can gain the attention of a user for a longer period of time until the expected action is undertaken.