Sales Driven User Experience Redesign

Amber Composites was founded in 1988 to develop and manufacture high performance composite prepreg in an area called the East Midlands, in the heart of England. This region was the setting for the industrial revolution in textiles and was therefore a logical place for the birth of the carbon fiber industry decades ago. England is also home to many F1 racing teams, the key customer segment that has driven Amber Composites growth over the past twenty years.

Communications Challenge

The previous incarnation of the Amber Composites' website featured an attractive brand look and feel but did not help drive sales. The Sales Director at Amber Composites routinely reported that customer prospects were not getting the full breadth of services offered by the company and existing clients were finding it difficult to locate products. Similar reports regarding their corporate brochure were coming back from customers at trade shows and from travelling sales reps. The brochure looked flashy, but the sales reps were telling Amber Composites' management that what their engineer customers really wanted was a Product Brochure that had engineering specifications.

Sales Driven Design Solution

Amber Composites engaged 1stWave to redesign the website user experience. After a complete site audit, 1stWave collaborated with Amber Composites' Marketing Director to redesign the homepage and subpage content and navigation structure to optimize sales leads from the site. The redesigned site prominently displayed Amber's full product line on the homepage and product category pages were retooled to optimize search visibility (SEO) and enhance usability. 1stWave designed a new 16-page product brochure featuring their full line of products along with engineering specifications for their best selling product lines.