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.