Client: Zein Marketing
Project: Website content for their client Minden Systems
Requirements: Create original copy for their new website project.
Key Objectives: To create clear and succinct copy for their new website that would provide key information about their dust extraction products and services. Minden wanted to demonstrate their complete approach covering each step of the process: design, manufacturing, installation, training and even cost-saving recommendations. We were keen to avoid overly technical jargon where possible – the company wanted to portray their knowledge, experience and accreditations but still be approachable to non-technical customers. The customer journey was paramount in the design of the site, therefore the copy needed to work well with the chosen design template.
Details: The company had a significant quantity of existing marketing material in their previous website and brochure, but the information was very technical and disjointed. Although this provided a solid information base for the new site content, it needed pulling together and the technical details needed breaking down into manageable pieces of information. In the product pages on the website, the new design features expanding textboxes. Bulleted lists of product information works well in these areas, breaking down the technical details and reinforcing the information laid out in the opening paragraphs.
The About Us page includes a ‘Meet the team’ section. For this I created a short series of interview questions that were given out to each team member to complete. This enabled me to inject a little bit of personality into each of the bios, getting to know them, rather than a standard list of qualifications and experience.
On the Home page the design includes four banners, one for each industry sector of their business – automotive, educational, aerospace and manufacturing. The banner ad copy for each one includes a headline plus key benefits of the systems for that industry and click through to the relevant products or services.
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