top of page

AXISCOR Site Updates

A short case study of select changes with before and after screenshots for comparison. The goals of this rewrite were to make the benefits of different product lines clearer and more distinct, to enact a more consistent style, and to visually clean up certain elements.

Three website panels appear side by side. The first has the following blocks of text: "Find Your Floor," "Let AXISCOR help you find the perfect floor for your home project," and "Explore Floors." The second has "See it at Home," "Our swatches ship directly to you so you can see how colors and finishes look directly in your home," and "Order Samples." The third states "Work With Experts," "AXISCOR experts can help with final decisions and provide you the best installation you can get," and "Connect Today."

Before

Inconsistent period usage. Uneven text lengths. First panel incorrectly limits the flooring to home projects. Second panel contains a repeat word.

Three website panels appear side by side. The first has the following blocks of text: "Find Your Floor," "Let AXISCOR help you find the perfect durable and beautiful floor for your home or commercial project," and "Explore Floors." The second has "See it at Home," "Our swatches ship directly to you so you can see how colors and finishes look in your home," and "Order Samples." The third states "Work With Experts," "AXISCOR experts can help with final decisions and provide you with the best installation," and "Connect Today."

After

Consistent style. ✅

More even text lengths. ✅

Accurate, enjoyable text. ✅

A paragraph reads: "SPC is the next generation of core for multi-layer flooring. The extreme density and stability of SPC core is a better choice for the various types of luxury vinyl products being made today. SPC core is not limited to just LVT, it is more applicable to various flooring products including, but not limited to direct print technology, woven surface products, hardwood veneers and sports floors. The possibilities are unlimited in this fast growing category. The one common denominator... The SPC Core. Thus our name, AXISCOR." Beneath the paragraph is a section where a user can click on a room visualizer. The button text reads "Start Now."

Before

Written for other businesses, not customers on a consumer-facing site. Acronyms and technical jargon aren't defined. Inconsistent period use in button description text. Unimaginative button text.

A paragraph reads: "Stone Polymer Composite (SPC) is the most durable core found in luxury vinyl flooring. The extreme density and stability of the SPC core make it an excellent choice for active home and commercial flooring needs. The possibilities with SPC are endless - tiles, planks, realistic embossing, high quality images, and more. You can have it all with extreme durability and gorgeous visuals. AXISCOR. Built for life." Beneath the paragraph is a section where a user can click on a room visualizer. The button text reads "View Possibilities."

After

Consumer facing text. ✅

Explains technical terms. ✅

Consistent style. ✅

Clear and enjoyable microcopy. ✅

A section on a website titled downloads, with three document panels. Underneath the first, there is text that reads "Axiscor Pro & Trio series Installation Guide" and "Download." Under the second, there is text that reads "PrimePLUS Installation Guide" and "Download." Underneath the third, there is text that reads "Vinyl Plank" and "Replacement Instructions."

Before

Generic description of "Downloads." Uneven, visually unappealing text. Difficult to read at a glance. Inconsistent cross-site style for product capitalization.

A section on a website titled "Installation Guides," with three document panels. Underneath the first, there is text that reads "Axiscor PRO & TRIO Series" and "Installation Guide." Under the second, there is text that reads "PrimePLUS Collection" and "Installation Guide." Underneath the third, there is text that reads "Vinyl Plank Replacement" and "Instruction Guide."

After

Precise language. ✅

Easy to read at a glance. ✅

Consistent style. ✅

A product spotlight for AXIS TRIO. The tagline reads: "elegant styling... rich textures." The paragraph reads "The AXIS TRIO Collection is engineered by an innovative construction process, creating the best look and feel for an SPC product."

Before

What innovative construction process? There's more that we can say about the premium product line.

A product spotlight for AXIS TRIO. The tagline reads: "ultimate comfort... authentic elegance." The paragraph reads "The AXIS TRIO Collection offers the best look and feel for an SPC product. Each deeply embossed plank is designed with a premium ABA construction for superior stability, cushioning and sound absorption."

After

Clearer product identity. ✅

Benefits are clear to the consumer. ✅

​

A product spotlight for AXIS PRO. The tagline reads: "extreme durability & performance." The paragraph reads "Available in 3 size formats, the AXIS PRO Collection provides rugged durability that is strong enough for high-traffic, commercial jobs, but its authentic and naturally inspired looks make any multi-family structure feel like home."

Before

Overall pretty good. Somewhat limiting to multifamily structures as opposed to other types of home spaces. 

A product spotlight for AXIS PRO. The tagline reads: "extreme durability & performance." The paragraph reads "Available in 3 series, the AXIS PRO Collection provides rugged durability strong enough to handle high-traffic, commercial jobs and authentic beauty elevated enough to make any space feel like home."

After

Made text length similar to others in the set. ✅

More inclusive of different customer segments. ✅

 

A product spotlight for AXIS PRIME Plus. The tagline reads: "prime plus styling... practical pricing." The paragraph reads "The AXIS PrimePLUS is where performance, beauty, and value meet. PrimePLUS is engineered for value but the styling, design, and color selection in this collection will bring warmth and texture to any home or office."

Before

"Prime Plus" doesn't say much about style. Two lists of three back to back make the paragraph feel awkward.

A product spotlight for AXIS PRIME Plus. The tagline reads: "beautiful styling... practical pricing." The paragraph reads "The AXIS PrimePLUS is where performance, beauty, and value meet. Engineered with a robust wear layer, each flooring brings natural warmth and texture to any home or office space."

After

Descriptive heading. ✅

Enjoyable paragraph. ✅​

birmingham-museums-trust-tHsU3R9P_90-unsplash.jpg
bottom of page