Project Description
Translating complex technical information into a clear, compelling story that the audience understands and finds value in is the work of any marketing content creator or campaign manager. The SOLYX Go is an excellent example of work with that need. The product itself performs a set of measurements that are valuable in specific agronomic or environmental management settings, but in many cases, the value is already known and understood by the market before the product is described. Simply listing its function and technical specifications may be enough for many.
So, how do we approach translating the complexity of a very particular soil moisture, electrical conductivity, and temperature measurement system? We focus on end results: what can you do better with this device over competitors.
Outcome
As of the creation of this page, the SOLYX Go has only been a live product for under a week. However, preliminary announcements at tradeshows over the last year led to a significant amount of preorders.
Audience
The audience of this language is primarily agriculture consulting firms, green-space managers, and environmental engineers. The language of the page and related marketing materials is designed to focus on the processes that are currently difficult or that yield low-quality data when using other methods.
Goal
The goal of the product page is to perform the final, bottom-of-funnel conversion. The page offers some education (the video content in the center explaining the measurement technology), but it has otherwise been kept lean to focus on what customers can do once their new SOLYX Go arrives.
