Dialight

Dialight is the world leader in LED industrial lighting technology with over 1 million LED fixtures installed worldwide. Since its inception in 1938, Dialight has revolutionized the use of LEDs to provide superior lighting for traffic control, indicators, structural towers and industrial work sites around the world.

Design Concepts

Quick Facts

Dialight

Dialight is the world leader in LED industrial lighting technology with over 1 million LED fixtures installed worldwide. Since its inception in 1938, Dialight has revolutionized the use of LEDs to provide superior lighting for traffic control, indicators, structural towers and industrial work sites around the world.

Challenge

Dialight started working with emagine to enhance their web presence and improve various aspects of their website. The previous website required a complete overhaul:

  • Messaging lacked clarity.
  • Site didn’t convey durable, innovative lighting technologies
  • Design was outdated
  • Lacked intuitive experience for users to find product information and/or distributors.
  • Not optimized for multi-platform accessibility or visibility in search engines.
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Strategy

Our objectives were clear from the start. The new Dialight website needed to be educational and informational, serve as a sales aid/tool for Regional Sales Managers and Distributors and support the Marketing team. We needed the new site to appeal to three audience segments: Distributors who use it as a resource and selling tool, Sales Reps/RSMs who benefit from resources like the ROI calculator and Distributor Locator, and New visitors who are potential customers.

From a user experience standpoint, we restructured the site architecture to plot clear paths for users. This approach empowers users to quickly and easily find product information, resources and tools. We filled those paths with resources and tools in the right place, at the right time. We leveraged messaging from the brand platform Dialight developed to change the conversation from “What We Do” to “How We Help” to resonate with visitors.

The creative direction of the new site aimed to compliment Dialight’s market position as industrial experts with innovative products that are a solid investment. We designed a new site that is powerful and professional, serving as a solid foundation on which we enhance Dialight’s online presence. Imagery throughout is dynamic and conveys the extreme environment and tough conditions that Dialight products are built to withstand.

Finally, because we know an improved website won’t matter if nobody can find it, our SEO strategists optimized the site in accordance with a new keyword strategy. First, we performed in-depth research and analysis of Dialight and competitors’ rankings. Based on our analysis, we developed a new keyword strategy inclusive of search terms used by potential customers like industrial LED lighting and energy efficiency. Optimization of site content was performed based on best practices and the newly developed keyword strategy.

Notable Features

  • LivePricebook
  • Product Configurator
  • Salesforce Integration
  • Distributor Locator
  • Foreign Language
  • Robust Resource Library
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