Nature's Broom natural spill absorbent
Web site design and development
Nature's Broom, Hollandale, MS
What does Jay Leno know that you don't know? Nature's Broom is the best kept secret in the cleanup business!
Leno has perhaps the best known hobby on the planet: Classic automobile renovation. So when Jay was approached by the down-home gurus in Hollandale, Mississippi about a unique (and almost entirely natural) garage clean-up product, they had him at hello. One impropmtu product demonstration — captured on video and broadcasted on Jay's web site, YouTube and NBC.com — was all it took to send Nature's Broom to national status.
To coincide with their first ever national television advertising campaign, Nature's Broom asked Generator to help them devise an elegant and simple online portal that would quickly and easily send visitors to a local automotive supply store that stocks Nature's Broom.
From a design standpoint, the goal was to make a strong visual connection between the television campaign and the website. That's why we used the main product shot from the TV spot as the header i
mage.
In addition, we wanted to emphasize the main product attributes in the art direction of the site: Clean, fast and easy. Intentional use of white and stainless steel drives home the product's unique selling proposition, and makes it a breeze for the visitor to find what they need and get to it quickly.
From a functionality standpoint, the client needed two main features:
- A Store Locator function that integrated with store data from AutoZone, NAPA Auto Parts and Advance Auto Parts; and,
- Heavy dependence on video content, which included How To product demonstrations, TV spots, and of course the now legendary Jay Leno's Garage clip.
Navigation provides the user with one-click access to each site section. And to fulfill the client's No. 1 goal for the site, we designed a prominent "Where to Buy" button that essentially appears as the dominant navigation button right in the middle of the main navigation list. This button sends the user straight to the Store Locator application, shown to the right. And to make the entire site experience as seamless as possible, within each store location database result, we even embedded a direct link to Nature's Broom at their respective web store. Once there, the user can immediately proceed to checkout without ever being presented with competing products.
Finally, to prepare for future growth, we put the site on a proprietary content management system, so that content (and especially video) could be easily updated by any member of the team. We also built the back end to be ready for collecting email data for list signup and management.