/** * @article Calorad Specials * * @since February 25, 2010 * @package Website * * */
This is the website for a distributor of Calorad® weight loss products. Since competition for search engine results pages was so fierce between different marketers of this product, I wanted to do something different than the keyword stuffing, blinking popups, and big misleading offers that a lot of the other sites were doing.
Visual explanations of upsells as well as options make this site much clearer than any of its competition
Instead, we focused on clarity, user experience, and visual authority. This site may not get the first organic listing right away, but it is definitely the most visually appealing, the clearest, and the most comforting site to use out of it’s competitive market. This was my main goal here.
Life Products, the distributor I worked with on this website, was really the first company to bring this product to a national stage. They have been producing infomercials, direct mail, and video promo slots for Calorad for over a decade, and have a very close relationship with the inventor and manufacturer of the weight-loss system. Since they’ve never developed a top-notch web presence before, they were largely left behind when other distributors started to compete for keywords and positioning online.
Every place where there is a choice of products, we made sure to explain the factors involved, and every place where the site recommended an upsell, we made sure to do it in a clear and honest way…
The story I wanted to tell with this site was one going back to the company’s roots and long history of customer service and integrity. The visual style of the site and the copywriting is closely tied in with the marketing plan of Asantae, the manufacturer of Calorad. Every place where there is a choice of products, we made sure to explain the factors involved, and every place where the site recommended an upsell, we made sure to do it in a clear and honest way and explain exactly what the difference in savings or quality of product would be. With these features in mind, we hoped to making the customer experience so far above any of the other online alternative that customer loyalty would be assured.
See the website here.