The SMART Group manufacture and supply a leading range of products to the clinical aesthetics industry and have been a client of ours for over two years. They wanted a website which showcased their product offering, personalised the journey based on target audience and boosted their commercial opportunities via lead generation and e-commerce sales.

As with all projects here at Digity, we started by evaluating all the commercial opportunities available for the client which would come from re-designing and re-developing their website. This was an on-going process over a number of months which enabled us to create a technical spec. in addition to a refreshed style guide and positioning piece.

The opportunities identified included;

• Creating greater awareness of the entire product range by showcasing all devices in-depth
• Increasing lead generation by providing more information and showcasing relevant video footage and device information
• Enhancing the appeal of each product by tailoring design elements/creative and written content to suit the intended target audience. With devices costing from a few thousand pounds through to £60k+, the target audience for each device varied significantly so the information needed to resonate 
• Increased sales conversion by enabling prospective clients to see how much revenue they could generate with each device (via customised product revenue calculators)
• Ability to transact faster by taking device deposits through the online shop
• Ability to attract repeat custom by selling relevant product accessories/consumables through the online shop

This led to a journey which saw the evolution of the SMART Group's main branding in addition to the product branding within it and a fantastically in-depth website has been created:

In terms of what stood out on this project:

• Trust from the client to enable us to evolve their previous colour palette/branded assets, to suit their desired target audience.
  
  
• Creation of a new and clearly defined site map which makes it easy for browsers to find their way around the website via a number of different options across all key devices.
  
  
• The challenge when working with a lot of technical data is that you can become too detailed and lack visual impact. It's therefore vitally important that you strike a balance and lead people into finding out more rather than trying to present it all immediately (and driving them away). Throughout our design process we evolved the designs and created a really well balanced set of product information pages which are already inspiring visitors and helping to turn browsers into buyers.
  
  
• From a technical perspective, we were working with a number of custom animations which included custom java script modules, as well as integrating a CRM system and e-commerce store so the stability and reliability of the website's core functions were absolutely paramount. Equally we were integrating a third party ecommerce platform via API.
  
  
• Ultimately the client was investing in this project to boost lead generation and having worked with us for over two years prior on their digital marketing, we knew how and where to position the relevant calls to action and inspire valuable contact.