Our Newest Web Project Launches
We are happy to announce the birth of our newest baby - a brand new website for Warkwyn Associates. Who? Warkwyn is an accomplished audio design and engineering firm. We are sharing this news with you because we believe our methods of conceiving, designing and writing this site may be instructive to other marketers. And oh, it is shameless self-promotion as well.
Before wading into the creative process you have to consider who your audience is. In this case, Warkwyn is marketing their services to engineering and product development staff and executives - generally a tech savvy, no nonsense crowd. From that we concluded that a very slick, bells and whistles site was not only unnecessary but could be counter-productive. Warkwyn needed to look sober, serious and professional; totally B-to-B. At the same time nobody likes unappealing, hard to navigate sites. The old Warkwyn site did not exactly project an aura of high technology.
We chose to build the site on a WordPress template that allowed the client to directly participate in building, maintaining and updating the site. The layout is un-fussy and familiar, with straightforward, logical navigation. Websites and other marketing vehicles succeed or fail partly based on the quality of the imagery (see our earlier blog post on that topic) and we wanted Warkwyn to look as competent and professional as we know them to be. At our urging Warkwyn commissioned a local photographer to shoot high-resolution photos of their facility, equipment and staff. The photos make an otherwise simple site design look high tech, dramatic and professional.
Engineers and scientists are not always great at writing in a manner that the rest of us can understand so we re-wrote almost all of the text we got from the Warkwyn crew. Keeping in mind that some of the target audience are top level executives with an interest in profitability as well as performance, we made sure the text contained benefit promises like "competitive," "cost-effective," "sales success," and "better yields." And of course there is plenty of text and graphics to support the superior audio performance of Warkwyn-designed products for the brand managers and engineers. Talk about what your audience cares about.
Warkwyn's target audience loves data, and we gave them plenty in the form of sample measurement graphs that are clickable to larger images. Potential customers can see the data in excellent detail. Look at this page and click one of the graphs to see what we mean.
The project was more than just a website upgrade; it was a rebranding exercise. The old logo communicated a music theme, which is good, but we felt the logo needed to communicate precision and technology as well as an audio theme. The sine wave style execution was the perfect solution.
About CE-Marketing Pros
We’re a full service marketing/advertising agency specializing in helping audio/video brands and retailers compete more effectively. Former marketing executives with two of the most successful audio brands, Al Ballard and Paul DiComo help their clients STAND OUT in a crowded and confusing marketplace.