From a one-page website to a complete digital ecosystem.
What began as the redevelopment of Ecofleece Filters' one-page website grew into a comprehensive digital, technical and training project spanning public web content, protected resources, compliance and safety information, operational documentation, partner support, training, video and sales materials.
Delivered Ahead Of ScheduleThe Starting Point
It started with one page.
Ecofleece had an innovative specialist product, but its existing one-page website could not communicate the depth of the proposition. There was significantly more to explain than product features.
The new digital presence needed to communicate how Ecofleece works, where it is used, its performance, supporting testing and certification, operational requirements, safety considerations and the ongoing support available to users and partners.
The original requirement was therefore a website redevelopment. The eventual solution became much bigger.
The Challenge
When accuracy matters as much as design.
This was not a project where website copy could simply be written around marketing messages. Ecofleece operates within the commercial kitchen extraction environment, where information concerning grease control, fire risk, filtration performance, product testing, certification, installation and maintenance needs to be communicated carefully and accurately.
Extensive work was required to review, structure and communicate information relating to:
- Fire risk and safety
- Grease filtration
- Product performance
- Independent testing
- Certification
- International standards
- Installation requirements
- Maintenance
- Replacement guidance
- Commercial kitchen operating conditions
- End-user responsibilities
The challenge was to make complex technical information accessible without oversimplifying it or turning technical and certification information into unsupported marketing claims. Accuracy, consistency and appropriate qualification of claims became fundamental to the project.
From Website To Information Architecture
Different people. Different information. One connected system.
The website needed to serve several very different audiences, so this led to the creation of protected areas of the website, allowing appropriate information and resources to be provided to Ecofleece end users and authorised partners rather than attempting to place everything within the public website.
Public Website
For prospective customers, facilities teams and other stakeholders
- Product explanation
- Benefits
- Performance
- Applications
- Sustainability
- Fire risk and compliance
- Testing and certification
- Case studies
- Partner information
- Sales enquiries
End-User Resources
For organisations and kitchen teams already using Ecofleece
- Operating guidance
- Installation information
- Maintenance
- Filter replacement
- Safety
- Troubleshooting
- Training
- Quick-reference resources
Authorised Partner Resources
For approved partners and distributors
- Technical documentation
- Sales resources
- Brand assets
- Product information
- Support material
- Presentations
- Training and implementation resources
This transformed the website from a marketing presence into part of the operational infrastructure supporting the product.
Technical & Compliance Content
Making complex information understandable without losing accuracy.
Substantial research, content development and review was required around technical areas including independent product testing, filtration performance, fire risk, safety, certification, applicable standards, installation, maintenance and operational guidance.
The project required careful distinction between testing, certification, standards and performance claims. Technical language had to be understandable to non-specialists while remaining appropriately precise. Where claims required qualification or disclaimers, those were also incorporated consistently throughout the website and supporting materials, using the current approved Ecofleece wording and documentation.
Beyond The Website
The website was only part of the project.
As the Ecofleece information system developed, extensive supporting materials were also created to ensure that customers, kitchen teams, managers, partners and sales teams had access to consistent information wherever they encountered the product.
Operator's Guide spread
Operator's Guide
A comprehensive guide for people using Ecofleece in commercial kitchens, turning technical product information into practical day-to-day operating guidance.
Maintenance Manual page
Maintenance Manual
Detailed maintenance, inspection, safety and operational guidance designed to support correct ongoing use of the system.
End-user resource
End-User Resources
Practical information for kitchen teams and site management, including installation, care, filter-change guidance, troubleshooting, safety and quick-reference information.
Compliance document
Technical & Compliance Documentation
Materials explaining product testing, performance, certification, applicable standards, fire-risk considerations and appropriate product claims.
Sales collateral
Sales & Partner Material
Branded resources to help authorised partners explain and sell Ecofleece consistently and accurately.
Presentation slide
Presentations
Multiple presentations created for different audiences and purposes, including customers, commercial stakeholders, partners and specialist audiences, translating a technically complex product into clear, audience-appropriate stories without losing accuracy.
Training
Information only works if people know how to use it.
Successful Ecofleece installations depend on kitchen teams understanding what the product is, how it should be installed and maintained, when filtration media should be changed and the important dos and don'ts associated with its use. Training content was developed alongside the website and documentation.
Training was designed to make essential information accessible to busy commercial kitchen teams rather than expecting them to navigate lengthy technical documents during day-to-day operations.
Video
Turning technical information into content people will actually watch.
Video became another important part of the wider communications ecosystem. Content included product video and training video designed to explain Ecofleece clearly and visually.
Video still
The objective was not simply promotional video production. Video provided another way to communicate important product, operational and training information consistently across different audiences and locations.
One Source Of Truth
Keeping everything consistent.
Once information exists across a public website, protected resources, manuals, guides, training, videos, presentations and sales material, consistency becomes a significant challenge. Product terminology, performance claims, safety information, certification language, technical guidance and brand presentation all needed to align.
The work therefore became as much about creating a coherent information system as creating individual assets. Changes and clarifications could be reflected consistently across the wider Ecofleece communications ecosystem.
Designed For Real-World Use
Structured around the person using it.
The materials were designed for very different environments and levels of technical knowledge. Information therefore had to be structured around the person using it, not simply around the product.
Kitchen Operative
Needs quick, practical replacement and safety guidance in the moment.
Facilities Manager
Needs to review fire risk, maintenance schedules and operational compliance.
Partner Or Sales Contact
Needs clear, accurate material to present the product to a prospect.
Compliance Stakeholder
Needs to examine testing, certification and performance information.
Project Scope
The breadth of the completed work.
Delivery
A growing brief. Delivered ahead of schedule.
The scope expanded substantially as the wider requirements of the Ecofleece product and partner ecosystem became clear. Despite the project growing far beyond the original one-page website redevelopment, the work was structured, developed and delivered ahead of the agreed schedule.
The stronger message is not simply "working faster". It is the ability to manage an evolving and increasingly complex project without losing control of quality, accuracy, consistency or delivery.
The Result
More than a website.
Ecofleece now has a digital presence capable of doing far more than promoting a product.
- Provides information for prospective customers
- Supports existing end users
- Provides resources for authorised partners
- Communicates technical, performance, testing and compliance information
- Supports staff training
- Provides operational and maintenance guidance
- Gives Ecofleece a consistent foundation from which its communications and partner network can continue to grow
Sometimes the website is only the beginning.
The Ecofleece project is a good example of how BettaSites approaches complex digital work. The original requirement was a website redevelopment.
But understanding the product, the people using it and the information surrounding it revealed a much bigger requirement.
The result brought together web development, information architecture, technical content, compliance, documentation, design, training, video and partner support into one connected ecosystem.
Because sometimes solving the real problem means going considerably further than the original brief.
Related Services
Capabilities behind this project.
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