Ultraiser Case Study
Cambridge Tech are a world-leading engineering company specializing in HIFU (high-intensity focused ultrasound) technology and components. Following the success of their high-end HIFU machine, used in beauty clinics across the globe, Cambridge Tech created the ULTRAISER P1 – a home use, portable HIFU device that could be used by anyone.
The ULTRAISER Portable HIFU device was a new product (as far as the web was concerned), created by an established company with plenty of experience in the field of HIFU. The challenge was to create a new website quickly for the product launch and to ensure that this was both search engine optimised and persuasive from the outset.
Cambridge Tech had various information that we could draw upon in terms of technical information and guides. However, this needed to be adapted for use on the website with an emphasis on the product benefits.
The first phase of the project focused upon digital marketing, with extensive keyword research to identify the search terms in use by the potential customer base. A digital marketing plan was then created with the client and this became the foundation for the website design, development and content.
As well as SEO (search engine optimisation), it was important to convert visitors to customers. The website has widespread ‘calls to action’ designed to funnel potential customers to purchase the product. As a relatively new technology in the UK beauty sector, it was also important to provide key information about:
- HIFU technology in general
- Benefits of HIFU compared to other treatments
- Safety of the product/technology
The innovative nature of the ULTRAISER Portable HIFU device could then be established in the context of the science.
The ULTRAISER website was completed in a sensible timeframe with integrated ecommerce provided by SagePay for a safe and secure payment system. The product pages and general information are geared towards identified search engine keywords and the website is ready to receive customers.