FloRad

Client Profile

FloRad Heating Systems Ltd is a successful underfloor heating company which has been in business for over 25 years. They have worked on many high profile projects such as the British Museum.

The Challenge

FloRad contacted Allison Cleaves Web Media in 2003. They felt their current site was out dated and and unprofessional in appearance. FloRad wanted a new site that would reflect their reputation as a high quality underfloor heating system provider.

The goals of the new website were to establish a coherent brand identity, increase awareness of products and services and enable clients to contact FloRad quickly and efficiently.

The Solution

We created a catalogue of images which exemplified the FloRad brand. Several variations on the existing logo were then created and images selected for use in the website and on other marketing materials.

Next, the site content was completely overhauled, updated and extended. Detailed product write ups, which emphasised the quality of FloRad's products, were created and new copy was written for every page.

Finally, we wanted to encourage potential customers to contact FloRad. To provide users with variety of ways to do so we included full mailing and telephone details on the home and contact pages as well as a brief brochure request form. We then developed online and fax back quotation services to make contacting FloRad as easy as possible.

The Results

FloRad now has a strong, professional brand identity. This identity is exemplified in their website and has been carried across their marketing materials and advertisements. Their website has more detailed product information which has created more interest in their products, especially their unique brand of underfloor heating insulation, Profoil, which many clients now request by name.

Finally, customer response to the brochure request and quotation request features on the site has been outstanding. On average there are between 15-25 requests per week and the client has landed several major jobs via this feature.

FloRad - Website Promotion.