DE | EN

A Website for Everyone

Editorial website content that addresses a multitude of conflicting interest groups.

Client
Fire Prevention Forum
Branch
Safety
What
Website and App

Summary

The website for our “Smoke Detector Saves Lives” initiative is its central communication channel. In this role it needs to provide relevant information for many distinct types of visitors.

Editorial website content that addresses a multitude of conflicting interest groups. - Slide
Editorial website content that addresses a multitude of conflicting interest groups. - Slide
Editorial website content that addresses a multitude of conflicting interest groups. - Slide
Editorial website content that addresses a multitude of conflicting interest groups. - Slide
Editorial website content that addresses a multitude of conflicting interest groups. - Slide

Keeping all of these interest groups happy has always been a major challenge to the design and editorial team.

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. As such it must serve a highly diverse viewership with very different needs and levels of knowledge. In addition to general homeowners, this includes media, manufacturers and service providers, real estate management, politicians, fire fighters and other influencers.

Keeping all of these interest groups happy has always been a major challenge to the design and editorial team. When we relaunched in 2017, we had the added difficulty of increasing competition from upstart affiliate websites that were trying to take advantage of the initiative’s success.

Editorial website content that addresses a multitude of conflicting interest groups. - body

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. 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. Topical articles are additionally promoted with online advertising.