Lenox Laser is all about small holes. They specialize in microdrilling holes with lasers for any kind of material. Their pioneering work has applications in various industries, such as aerospace, medical, pharmaceutical…and photography.
Just for Them
Lenox Laser apertures are perfect for the re-emerging art of pinhole photography. But with all the other products and services in their catalog, Lenox Laser wanted a way to make their camera caps distinct. So they created a product line for pinhole photography called Daystar Laser.
Our job was to create a website just for Daystar Laser products. Creating a website that clearly focused on just one aspect of the Lenox Laser business proved advantageous in several ways.
- Targeting a distinct audience with specific, relevant content
Why direct a NASA scientist and an aspiring pinhole photographer to the same place? Instead of trying to create a website that would cater to all of Lenox Laser’s prospective clients, we focused on photographers with the Daystar Laser website. And to be even more precise—on pinhole photographers. These parameters gave us a clear direction for the website content. For example, we included the history of pinhole photography and showcased a gallery of artistic photos for inspiration. We wanted to focus on not just the products themselves, but on showing a niche audience how they were used.
- Cohesive design
Focusing on photographers enabled us to design the website to attract them in particular. Camera equipment is highlighted on the home page slide. Hints of a photography studio fade into the background. Examples of pinhole images pique creative interest.
- Optimizing the check-out process
The original Daystar Laser website didn’t have an option to purchase products online. Catering to the modern photographer, we made the new website mobile responsive and created a secure online shopping cart. This conveniently gives customers an “express” online check-out. They don’t need to wade through other Lenox Laser products to get to what they want.
If creating a website for your entire, multi-faceted business seems overwhelming, then limiting the website’s scope can make it more manageable and effective. We’ll help you develop a marketing strategy so the website content and design appeal to your target market. That’s creativity that means business.