1. Overall look and feel

✅ First impression test: Passed!
The site looks professional with consistent branding, modern fonts, and relevant imagery. Although the images are stock photos, they’re of good quality and fit the purpose. That said, the city images could benefit from slightly higher resolution. Overall, the visual design inspires trust, giving the impression of a serious business at first glance.

2. Clarity of Purpose

🎯 Crystal clear value proposition
The hero section nails it: users immediately understand what they offer (relocation services to Germany) and who they cater to (companies and individuals).

💡 Pro tip: A strong value proposition follows this formula:

• WHO: Your target audience
• WHAT PROBLEM: The issue they need solved
• WHY: The pain point or reason they need your solution

While you don’t have to use this exact wording on your hero banner, make sure users can clearly understand this at a glance. GetInExpat executes this exceptionally well, ensuring users know exactly what they can expect from the site.

3. Ease of navigation

🧐 The main area for improvement

What we see:

• The homepage features multiple Call-to-Actions (CTAs), but many of them say the same thing: “Learn More.” This repetition creates confusion about the primary action users should take.
• The menu is the primary navigation tool for users but could benefit from a simpler, more logical, and conventional structure.
  • For example, the menu separates Relocating in Germany and Work in Germany, but the reasoning behind this isn’t clear—they all fall under services. Why the separation?
  • Specific terms like Anmeldung and Chancenkarte appear in the menu, assuming all users are mid-funnel and already familiar with these terms. What about top-funnel users just starting their research?
• Pricing information is scattered across various pages, making it harder for users to find a clear overview. For example:
  • The Packages menu item is listed under Relocation, but no similar pricing information is visible under Work in Germany—even though individual pages in that section contain pricing details.

💡 Recommendations

A. Call-to-Actions (CTAs):

• Prioritize a primary action: Decide on the most important goal for the homepage. For example, “Get a Free Quote” or “Book a Call” could serve as the main focus, depending on business objectives. Place this prominently—many businesses include it in the menu bar and repeat it in a few strategic sections across the page to ensure visibility and easy access for users. Evaluate whether you really need so many CTAs on the same page. While internal links to important pages are crucial, it’s equally important to maintain your desired user flow and avoid overwhelming users with too many buttons to click.
• Diversify wording: While “Learn More” is fine in some contexts, overusing it dilutes its effectiveness. Replace with more specific alternatives.
• Test for effectiveness: Conduct A/B testing to determine which CTAs resonate most with users.

B. Information Architecture and Navigation:

• Group menu items logically: There’s no “standard menu structure” for service-based businesses, but common patterns across industries reflect user expectations. These often include:
  • Home
  • Services (with subcategories for different offerings)
  • About Us
  • Pricing/Packages
  • Resources/Blog
  • Contact Us
• Consider combining similar items: For instance, unless user research justifies separating Relocating in Germany and Work in Germany, combine these under a single Services section with subcategories.
• Taxonomy (menu wording): Keep the menu user-focused and aligned with common search terms. For example, action-oriented terms like “Register in Your City,” “Find a Kindergarten,” or “Apply for a Visa” can resonate better with user goals than technical jargon.
• Inform decisions with data: Analyze SEO queries to identify popular search terms and pair this with user research to craft a menu structure and taxonomy that meets user expectations.

C. Interactive Product Quiz:

To better engage top-funnel users—those who are still in the early stages of their decision-making process—consider adding an interactive quiz. This quiz not only helps guide users to the most relevant service but also acts as a valuable lead-generation tool. A few example questions could be:

• “What’s your primary reason for relocating?”
  • “Do you need help with housing, visas, or schooling?”
  • “Do you have a company sponsoring your visa?”

This will help users quickly identify the service they need and reduce drop-offs. It can also help convert visitors into leads, especially if they leave their email address.

D. Location Prominence:

It’s great that GetInExpat highlights major cities served on the homepage. To further enhance usability, consider adding a dedicated Search by City page to make location-specific services more accessible.

4. Social Proof and Reassurance

🛡️ The site builds trust through reviews and partners

What we see:

• Client reviews are prominently featured, which is excellent for building trust.
• There’s a Partners section, but it lacks visual impact due to the absence of logos.

💡 Recommendations:

• Integrate verified reviews: Platforms like Trustpilot can add credibility, as verified reviews carry more weight than standalone testimonials.
• Enhance the Partners section: Display partner logos to strengthen the visual credibility of this section.

5. Functionality and Bug-Free Experience

📱 Mobile-friendly? Check!
The site performs well on mobile and tablet, and most links work as intended. While there are a few minor issues, nothing is deal-breaking.

The Verdict

⭐ Overall Score: Very Good
GetInExpat.com has a strong foundation, with professionalism and clarity being its greatest strengths. The biggest opportunity lies in improving navigation, information architecture, and call-to-actions.

If you’re planning a site review for your business, always start with user-centered principles—you’ll be surprised how much you can uncover before even looking at the data!

Looking for recommendations for your website? Connect with us, and let’s find the ideal solution together.