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The website for our “Smoke Detector Saves Lives” initiative is its central communication channel. In this role it needs to provide a large amount of relevant information to many distinct types of visitors.
Our “Smoke Detectors Save Lives” initiative is the number one authority in Germany on smoke detectors and fire safety. The website for the initiative plays a central role in all aspects of communication. It serves a highly diverse viewership with various needs and levels of knowledge, such as homeowners, media, manufacturers, fire fighters and other influencers. The website is home to a vast amount of content which needs to be simple to navigate and access.
SEO best practices are implemented without sacrificing a serious and human-focused editorial style.
Our main focus was to create an information portal similar to a news site. Long-term static content was balanced with more topical articles to keep the website fresh and dynamic. This also keeps the rational aspects of fire safety in balance with the emotional connection that readers may have to the idea of a fire and what it could mean in their lives. An editorial design style was developed to maximize readability and visual hierarchy. Information architecture also played a major role in prioritizing content for the different user groups.
SEO best practices are implemented without sacrificing a serious and human-focused editorial style. After all, in the end the goal is to provide people with information to help save lives. Topical articles are additionally promoted with online advertising.