Go to site: bioprocess.info (opens in new window)  

BioProcess Technologies is led by two smart, environmentally conscious engineers who developed an efficient, environmentally safe wastewater treatment system. After many successful site-tests, the company was in the running for a large contract with a major U.S. bottling firm, as well as in negotiations with smaller-scale end-users. But BioProcess had a limited track record and next-to-no name recognition in the industry: The company needed a sleek, compelling site to confirm not only its product's credibility, but its own.

Many in the client's target market will seek out BioProcess systems because of their positive impact on the environment. Others, resentful of costly environmental regulations imposed on them, will see the product's "green" potential as merely a by-product of compliance. We decided to finesse the issue through subtle visuals and animation, while giving ample evidence of the product's cost-effectiveness, ease of operation and versatility in the copy. On the home page we "floated" a lush image of a stream into place, creating a clean, soothing introduction to the site - as well as an implicit message about the product's green impact. Undulating blue waves also fill in graphics representing potential cost-savings.

Another challenge was to make the site accessible not only to engineers who understand "non-fixed activated sludge" and "endogenous respiration cycles," but to corporate and municipal decision makers, not to mention system operators and the general public. We did this by including basic explanations of the technology as well as detailed descriptions of how it works and compares with more conventional systems.

To document growing interest in and support for the technology, we included case studies and a news section. News items include BioProcess's coveted award for "commercial innovation"; results of a federally funded study showing the product's superior performance over competing technologies; and a licensing agreement with major Asian firm.

To keep visitors focused on the system's effectiveness, we programmed an online return on investment calculator and put a link to it on every page. Benefiting both parties, the ROI calculator allows system operators to estimate their individual savings and BioProcess to follow up directly with prospects.