Comprehensive website development for a car wash and detailing center in Estonia: RAYTH
A multilingual landing page for a car wash to sell soft closer installation on cars.
Open website
Client
RAYTH is the first premium-segment car wash and detailing center in the Baltic region. It is located in Tallinn, Estonia.
Task
Develop a landing page with a modern, light design to sell the door closer installation service. Implement language switching between three languages. Clearly convey the product’s benefits to the target audience, demonstrate the work process, and help customers find their way to the detailing center. The target audience segment has above-average income. The most important requirement: ‘Adhere to the company’s brand colors.’
Work Process
In-depth Market Analysis and Target Audience Research
To ensure the website’s success in sales, we conducted a detailed market analysis and interviewed 5 representatives of the target audience. It took extra time to schedule interviews with the detailing center’s clients, as they are very busy business professionals.
Right Associations and Emphases
To make a lasting impression on website visitors, we aimed to evoke the right associations in the design using visual elements like a steering wheel, road, dashboard, and more.
Associative Series Among References
First Section of the Homepage
The composition in the first section immediately hints at a dashboard behind the steering wheel. Buttons throughout the website draw attention using the brand’s signature red color.
Addressing Target Audience Pain Points Through Texts
When writing the texts, we focused on the pain points of the target audience. For example, we emphasized that door closers help car owners avoid loud door slams and prevent rapid wear of door frames, as well as eliminate concerns about doors not being fully closed. We also addressed all the frequently asked questions that customers ask the detailing center’s team to increase the likelihood of booking a service.
Pain Points of the Target Audience That We Address with the Product
‘Before and After’ Section and ‘Work Stages’
Clients value that the appearance of their vehicle remains unchanged after the service. To convey this to website visitors, we added a section with the stages of work and before-and-after photos that demonstrate the unchanged appearance of the door closer installation area.
Target Audience Characteristics
Due to the confidentiality of the detailing center’s customers, revealing their identities in testimonials was prohibited. Instead of typical review cards with avatars and names, we display testimonials against a road background, where the scroll animation of the reviews mimics the movement of cars. For the reviews, we used actual words from clients, which they shared with us during interviews in the target audience analysis phase.
Real Words from Customers in the ‘Testimonials’ Section
Route Planning Buttons to the Car Wash in the Most Popular Apps
Route Building Feature Directly from the Website
For users who want to plan a route to the detailing center, we added a copy button next to the address in the contacts section. For those ready to depart immediately, we included the option to create a route with a click in the four most popular navigation apps. Users simply need to click on the one most convenient for them.
Target Audience Research
Market Analysis
After delivering the project, we prepared a clear guide on managing the website content for the center’s staff.
Here’s What We Did for RAYTH
Analytics
- Analysis of the target audience, competitors, and brand positioning
- Writing clear, sales-oriented texts
Design
- Prototype development
- Creation of a mood board
- Designing a unique website and preparing a UI kit
Implementation
- Website coding and animation implementation
- Mobile and tablet adaptation
- Integration into WordPress CMS
- Preparation of Estonian and English versions of the website
- Hosting transfer, domain connection, HTTPS setup, and favicon addition
Extra
- Integration of online chat and analytics system
- Basic SEO optimization for search engine visibility
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