Lumen Impact
Lumen Impact helps clients upgrade their traditional lighting to flicker free LED lighting and human-centric, spectrally enhanced circadian lighting that provides significant health and performance benefits to building occupants.
The Challenge
The benefits of human-centric lighting are significant, so much so that it’s not difficult to illustrate how this new type of lighting can affect a business’s bottom line.
But, while the benefits are very real, most of the proof behind this new technology is buried deep in academic research and lengthy white papers.
Lumen Impact brought this research to us, and together we crafted a website that turned complicated info into a clear and concise pitch to visitors: spectrally enhanced circadian lighting is a win-win solution for businesses and building occupants.
Crafting a sales pitch
A homepage often functions like a menu, providing short summaries and links to pages that dive deeper into particular topics.
The Lumen Impact homepage is unique in that it provides a complete argument for why someone would want to install human-centric lighting. By the time you reach the end of the homepage, you understand what the technology can offer you.
To ensure that this amount of content felt like a homepage (and not a blog post), we broke the content down into a variety of sections. The sections are designed to be scannable, making the information engaging rather than intimidating.
The sections were then used to present the five main arguments for Lumen Impact's spectrally enhanced circadian lighting technology:
This is the future of lighting
It can positively impact people's quality of life
It increases worker productivity
It improves cognition & biological function
It offers clear, quantifiable benefits
The benefit of our approach to the Lumen Impact homepage is that it tells a compelling story, start-to-finish, about what Lumen Impact does and how their services can help. For those who want to dive deeper there is a detailed breakdown of the science and industry-specific case studies. But just by scanning through the homepage, someone unfamiliar with this new technology will know enough to understand if Lumen Impact is a good fit for them.
Creating scannable layouts to reduce information overload
What was originally a couple paragraphs of text has been broken apart into headlines, short paragraphs, a pull quote, and a list of benefits (emphasized through use of color).
Images were used to support and add variety to written content
Quotes have been pulled out of paragraphs and given visual emphasis
Paragraph content is broken down into headlines, short paragraphs, lists, and buttons
Using typography to make long-form text easier to scan
To make the content even easier to scan, we made strategic use of headlines.
In this example, the headlines provide a summary of the information in the paragraphs that follow.
This makes it possible for a reader who is scanning the information to read just the headlines and still get the gist of the entire section.
For readers who are in research mode and want the details, the paragraphs provide support to the summary info in the headlines.
Connecting related content
Web pages are usually most effective in communicating to audiences and in being understood by search engines when they focus on a single topic.
For the Lumen Impact project, we leveraged the site architecture to help us divide up a large amount of content in a way that's easy to navigate and engage with.
To make this all work, we made sure to connect related content. For example, on the Education Solutions page, following the conclusion of the page's content, we have included links to:
Research citations for the page content
Education-specific case studies (pulling in blog content)
A "Contact Us" call-to-action
Impact
New technologies offer early adopters the potential for great reward—but there is always the risk that bold claims turn out to be more hyperbole than reality.
Through the combination of Lumen Impact’s thorough research and well-structured website design, the Lumen Impact website makes a clear and concise argument for the benefits of human-centric lighting. For business decision-makers, the wealth of information and research should help persuade on-the-fence prospects that Lumen Impact’s offerings are worth exploring further.
Services Provided
Squarespace website design & build
Information architecture development
Web brand standards development
Copywriting
Image selection