The Theatre of Light

Positioning a luxury, unique innovation

Brief

Following the invention of a high end, ground-breaking new light, Ian contacted Indigo Marmoset for a website. The website needed to position this luxury item, include technical product specifications and generate interest. 

What we did

Web Design and Marketing

A high end web design was created to reflect this premium quality product and appeal to its niche market.

WordPress

This site was built using the popular WordPress content management system, giving the client the ability to update and add content.

Drag & Drop Page Builder

We included the industry leading drag & drop page builder which allows the client to quickly update the pages on their website and also build new professional looking pages with very little technical knowledge required.

Mobile Responsive Design

A mobile responsive design was used to allow the new site to be easily navigated and browsed on mobile, tablets and desktops.

Google Analytics

Google Analytics tracking was setup to allow the client to analyse the visitor activity on their site. They can see detailed information including how many people have visited the site, where they are visiting from and what keywords they typed into Google to find their website.
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Content

The copy needed to convey the high-end, high-spec nature of this product given the high price-point. It needed to explain the incredible engineering effort and skill behind the product and generate interest from prestigious hotels and discerning, affluent customers looking for something unique. 

My approach was to keep the copy minimal but powerful and pack as many of the benefits in as possible in language that would appeal to the target audience. 

Listen
A thorough briefing session with the client designed to extract the selling points, benefits, story, aspirations, target audience and personality of the business.

Research
Time spent researching existing marketing materials, the market sector, competitors as well as detailed research.

Think
Before writing anything, I developed the core messages. Established the tone of voice. Created themes. Defined the words and phrases that would resonate with the target audience and as well as support the SEO strategy.

Write
Crafting engaging, compelling, creative copy which was on brand, spoke in the right tone of voice for the audience and conveyed the information needed clearly.

Optimise
Careful and strategic use of keywords and phrases to support organic SEO; working closely with the web developers in analysing the right keywords to target for the best results.

Check
The copy is proofed and reproofed as many times as necessary to ensure accuracy.

Client words

Elizabeth’s work is of the highest standards, quick, accurate, articulate. Great value for money, I will use her again and would recommend her to anybody”.

Ian Martin

Executive Director, Shine a Light

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