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In the world of website analytics and customer data the lighting sector needs many of the same functions as other websites, but this should be tempered by the key audience groups that are relevant to the lighting sector and the information they will be looking for.

This information falls into five categories: –

  • Case Studies
  • Product Specifications
  • Example Galleries
  • Product Comparisons covering
    • Maintenance, Repair & Operational Costs,
    • Service, and
    • Product Support
  • Proof of your ability to deliver to:
    • Time
    • Quality

Standard website analytics

Alongside these there are elements that must also be incorporated to do the job you need your website to do. Standard analytics will give you an initial idea of what is happening on your site. Where your web visitors have come from, the journeys they have taken through your site, where they left and which pages, they visited. Standard measures like bounce rate (% that leave), session duration (how long they stayed), pages / session (how many pages were viewed) as well as the volumes of users and the flow through the site.

From a business point of view key questions are fundamental to the creation of a website. How does the business come in? Why will a potential customer engage with you? What are the key selling points of the business? Which points are relevant to which types of customers? How much value are you prepared to give in exchange for customer data?

Lighting Website Specifics

With this key information there are four key players in the lighting sector – who have their own specific criteria and needs; Lighting Designers, Electrical Consultants, Specifiers and Facilities Managers.

For Lighting Designers, the lighting website needs to help them visualise the ‘scenario’. What does the photometry data look like, and can you show me different scenarios that feature your products in both galleries and case studies?

Alongside case studies and galleries any lighting website will need to include detailed specifications which can be included in Technical Submissions which are a fundamental part of the Electrical Consultant’s role. But do you make these detailed specifications freely available or put behind data capture or even part of a customer portal? Only you will know what you want your website to achieve. And as supplier into the lighting sector where do you really add value?

Specifications, Case Studies & Data

Much is made of the specifier role. Comparison between products is important with the ability to compare products that match or beat the performance & legal requirements for the scenario. Case studies help to identify products that may work for the scenario, with price a factor, alongside other considerations like MRO costs, service, and support.

So where can these elements be incorporated into your website? Where does it make most sense to supply this information, and in what format? How much will you make freely available and how much should be behind data capture or be charged for?

We can help with all of these questions.

Let’s Talk – and build a better understanding of your customer journey.

If you want to make waves in your own sector, then please get in touch. Eight thousand projects in twelve years means we’re experts when it comes to B2B marketing. Our main aim is to provide creative, intuitive and innovative marketing solutions for your business, which is why our services include lead generation, website development, content creation and much, much more.

To find out more, contact us today. You can find us at our Northampton Head Office at The East Wing, Burlington House, Wellingborough Road, Northampton NN1 4EU, call us on 01604 239 837 or email us at hello@beachmarketing.co.uk.

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