The adi-dealers-401k.com website markets a cooperative program between client Easytec Systems, Inc., and ADI, a security systems division of Honeywell Corp. The program, which offers ADI business partners a discount on Easytec 401k plans, has not be launched as yet, so Pixel Relish cannot freely show the marketing website within this portfolio.

We suggest looking at our web-401k.com link, if you haven't aleady done so, from our main Portfolio page. Our client recently had us built www.web-401k.com as a search engine-savvy version of the ADI site.

We've included our narrative about our construction of the ADI site below. If you'd very much like to see the site (perhaps to see what we changed in making it more search engine savvy as web-401k.com), just send us an email; we can individually show the site, but we cannot include an open-access link because we do not want search engines -- nor ADI affiliates -- to happen upon the site just yet. (Yes, we know about search engine blockers, but one can never be too careful.)

Anyway, below is our commentary about the ADI site, if you're curious.

The ADI Dealers 401k website is a derivative of the main 401k-easy-online.com website. It is designed to...

Present the 401k product within a look geared to a very specific target audience.
ADI is a division of Honeywell, Corp. Through its dealers it sells security systems and security-related items. Its dealers are hands-on, technology-oriented small businessmen (yes, primarily "men"). The main 401k Easy Online marketing flair is aimed at small businesspeople but at more nontraditionalists. For ADI we wanted a more formal, "techy" look while still appealing to the do-it-yourselfers.

Highlight the ADI Dealer discount.
Cost is the number one reason given by small business owners for not sponsoring a 401k retirement plan. 401k Easy Online was already being marketed at prices aimed at negating this issue; the ADI discount makes the product even more attractive and obviously needed to take center stage, at minimum to get people who had thrown out the idea of sponsoring a 401k plan due to cost to take a moment to reconsider their assessment.

Steer readers toward key pages.
This website is extensive: it contains more than 30 primary pages, many of them quite lengthy, an investment lookup network, plus numerous pop-up information windows. While the information is all relevant and useful, the key product selling points are contained within three pages: Quick Info, which highlights and links to key points expanded upon elsewhere within the site, Pricing, which gives both pricing and price comparison numbers, and Demo, because there's nothing like seeing-is-believing when you're trying to tell an audience how easy and convenient something is. Links to these key pages are featured at the top of every page.

Break down information into digestible pieces.
Writing for the Internet is an art of its own. Paragraphs are best kept short and to the point, because reading on screen is much more tiring than reading on paper.

For the ADI website, Pixel Relish worked from text it had written and edited about a year earlier for 401k-easy-online.com. Most of the text was quite useable and required merely refining here and there for the targeted audience. In other spots, however, redundancy and language inconsistent with that used elsewhere in the site had been introduced through edits made piecemeal over time by the client; these areas needed to be rewritten to achieve a consistent site-wide flow and style.

Quick load times.
Quick load times are always an imperative. This site is a little different from the Pixel Relish norm in that its home page is mostly images, not text. Such was done to discourage spiders from entering the site (see "No search engine relevancy" below), but it does slow the page's load time. In an attempt to keep viewers entertained while the home page loads, all images were tagged with pertinent text that is displayed until covered up by the loading image.

We also created a simple Flash element. One of the major problems with Flash intros is that people skip over them rather than wait for them to load; thus, the time, not to mention money, spent developing the intro is wasted. We favor creating Flash elements that complement rather than encapsulate a page's content to lend life to the page without drastically slowing its load time.

No search engine relevancy.
Because this is a specialty offer website, it is not one we want search engines to list. To discourage unwanted spiders, we made an image-intensive home page (search engines prefer text to images), put spider blockers within the coding, and, obviously, did not submit the site to any engines.