BEING Instruments has over 20 years of experience in engineering and manufacturing innovative and reliable lab equipment. As an ever-growing brand, they invest 15% of their revenue in research and development every year to ensure that they can provide for the laboratories of today and the future.
BEING supplies a variety of lab solutions to facilities worldwide, and so SCI was tasked with creating an intuitive way for each of the different markets they served to learn more about their products.
In an industry saturated with countless manufacturer options, it can be difficult to stand out.
As the SCI team sat down to conceptualize BEING Instruments’ new site, we knew we needed to move away from the usual equipment-focused design and put the spotlight on the different audiences that would be using BEING’s equipment in their everyday applications. We wanted to make a website that empowered researchers and spoke directly to them. So, we came up with a clever slogan using a play on words of the BEING Instruments brand name: “What are you BEING today?”, and thus the new site was born.
Using the slogan as a starting point, we developed a homepage that would appeal to the different markets in the scientific industry where BEING’s equipment could have potential use. We got rid of the instruments on the homepage of their old site and replaced it with hero images consisting of actual people working in the different types of laboratories, overlaid with a question and response type of exchange such as:
“What Are You BEING Today?”
“I Am BEING the Queen of Cell Culture”
Each hero image would lead to targeted application-based pages that contained equipment recommendations for each market.
The detail pages were revamped to include comprehensive product information including features, technical advantages, and specifications. Special modules at the bottom also provide visitors with suggested items and recently viewed items to encourage engagement. A product comparison feature was also added to make it easier for customers to decide between several products. The new site was developed on a fluid responsive grid with an Odoo CMS to ensure that it would look fantastic on any screen size.
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