Laborde Products

The Project

Laborde Products came to Gatorworks in need of a new logo, brand identity, and website that reflected the sophisticated and high-caliber power products they provide. The logo needed to be modern, sleek, bold, and versatile. With this in mind, Gatorworks set out to create a fresh brand identity for Laborde. We were able to flex our creative prowess while exceeding client expectations by creating a striking brand presence that would distinguish Laborde from competitors and garner attention from potential customers.

Collateral Pieces

Once the logo and branding were established, our next task was to tackle the outdated collateral the Laborde team used as a part of their sales processes.

Mega Navigation

Nothing is more frustrating than not being able to find what you need on a website. That is why Laborde had communicated early in the process the importance of having their wide selection of products easily accessible. With over 150 products from multiple manufacturers, organization was key. We worked with the client to create a product-specific sitemap. Once we had established the product hierarchy, our solution for displaying the products in a digestible manner was a mega navigation that organized the products by industry, category, and subcategory. Laborde services marine and industrial customers, so it was important that those tabs were front and center. Our design team then created custom iconography for the main categories to make them more discernible and eye-catching! Gatorworks created a solution that was not only aesthetically pleasing, but also functional.

Product Pages

Due to the sheer number of products and variance between the products, the product pages needed to be detailed, informative—and most importantly—effective at encouraging potential business. We created the following flexible page blocks to empower the Laborde team with the ability to add as many product details as needed.

• Breadcrumbs – Page breadcrumbs are extremely useful for websites that are content-heavy. The breadcrumbs reflect the website navigation in the sense that they show the hierarchy of pages and allow users to easily backtrack to previous pages. This feature was crucial for creating pathways to other related parts of the website.
• Product Title – We created big, bold, SEO-friendly page titles to be easily recognized by users and search engines.
• Product Subtitle – Subtitles provided the ability to further distinguish and organize products with descriptor text right below the page title, such as “Heavy Duty,” “Medium Duty,” and “Light Duty.”
• Card Subtitle – The card subtitles were built to display engine horsepower on the product archive pages, since that is one of the primary specs customers look for when browsing products.
• Manufacturer – We created a manufacturing-specific category to provide additional ways to find, display, and organize products.
• Find a Dealer Button – In addition to the Find a Dealer button in the secondary navigation, we included a Find a Dealer button on the inner product pages. Since locating a dealer with the products or parts in need was a primary action for website users, we wanted to make sure it was represented adequately.
• Product Image – Visual representation of products was extremely important as the caliber of the engines was a major differentiating factor.
• Specs – While the other features of the product page are important, the specifications are the “meat” of the products as they represent the most important details of each product. We built out a page part with repeater fields that could include as manyspecifications as needed.
• Spec Sheet – Spec sheets not only represent the most important aspects of each product, but they are also great sales tools for the Laborde team to utilize. So we included a section for spec sheets to be viewed and downloaded.
• Product Description – The description block allowed for secondary information about the product to be displayed.
• Request a Quote – The main purpose behind the product pages is to encourage leads in the form of product inquiries, so we built in a section for a CTA (call-to-action) at the bottom of each product page. For ease of use, we made the default CTA consistent across all product pages. For products that needed a more customized message, we built a custom CTA option.

Find a Dealer Feature

One of the primary goals of the website is to encourage users to locate dealers near their location. To accomplish this goal, we built out a “Locate a Dealer” page that reflected their previous Dealer page with additional bells and whistles to improve user-friendliness. To help users filter and organize the dealer information based on need, we created a few key features.

Project Summary

Through numerous hours of internal brainstorming, site mapping, client communication, and meetings to ensure client happiness of deliverables, Gatorworks created a sophisticated, professional website that will continue to power Laborde’s success in the industry of powerful products.