Firetrace
Increasing Traffic with Clear, Compelling Messaging and Design
![Firetrace website on desktop](https://www.smartbugmedia.com/hubfs/Portfolio_Firetrace/Firetrace-top-desktop-view.png)
![Firetrace website on tablet](https://www.smartbugmedia.com/hubfs/Portfolio_Firetrace/Firetrace-top-tablet-view.png)
![Firetrace website on mobile](https://www.smartbugmedia.com/hubfs/Portfolio_Firetrace/Firetrace-top-mobile-view.png)
Background
Founded in 2000 and headquartered in Scottsdale, Arizona, Firetrace is a world leader in special hazard fire suppression. Firetrace came to SmartBug Media® with the goal of increasing monthly visitors through the creation of an updated and high-functioning website design and a clear, compelling messaging. The end result is a unified, user-centric site that merged Firetrace’s aerospace division with its main applications. Using a bold color palette of red and black, the site clearly describes the company’s products and industries served.
![Firetrace website content](https://www.smartbugmedia.com/hubfs/Portfolio_Firetrace/New%20Portfolio%20Assets/1-Firetrace-double-desktop-slideA.jpg)
![Firetrace website content on desktop](https://www.smartbugmedia.com/hubfs/Portfolio_Firetrace/New%20Portfolio%20Assets/1-Firetrace-double-desktop-slideB.jpg)
A Broad Challenge
We communicated a wealth of content, including the integration of the aerospace microsite, in a clear, concise way to several different customer types.
![Firetrace researching the audience on desktop](https://www.smartbugmedia.com/hubfs/Portfolio_Firetrace/New%20Portfolio%20Assets/2-Firetrace-desktop-overlap-slide1.png)
![Firetrace researching the audience on mobile](https://www.smartbugmedia.com/hubfs/Portfolio_Firetrace/New%20Portfolio%20Assets/2-Firetrace-mobile-overlap-slide1.png)
Researching the Audience
Firetrace appeals to multiple personas that have their own unique goals and challenges. We engaged in deep industry and user research that included several interviews.
![Firetrace technical information on mobile](https://www.smartbugmedia.com/hubfs/Portfolio_Firetrace/New%20Portfolio%20Assets/3-Firetrace-double-mobile-slideA.png)
![Firetrace technical information on mobile device](https://www.smartbugmedia.com/hubfs/Portfolio_Firetrace/New%20Portfolio%20Assets/3-Firetrace-double-mobile-slideB.png)
Getting Technical
With various regulations and stringent approvals that needed to be covered, the new website delivers more technical information for each fire suppression system than its previous website.
![Firetrace cleaner, brighter website](https://www.smartbugmedia.com/hubfs/Portfolio%20Pages/Portfolio_Firetrace/New%20Portfolio%20Assets/4-Firetrace-tablet-slide1.png)
Lightening the Mood
The previous Firetrace website was dark thanks to a heavy black background. We designed the new site to be cleaner, brighter, and use more white space.
![Firetrace website angles on tablet](https://www.smartbugmedia.com/hubfs/Portfolio_Firetrace/New%20Portfolio%20Assets/5-Firetrace-tablet-overlap-slide1.png)
![Firetrace website angles on mobile](https://www.smartbugmedia.com/hubfs/Portfolio_Firetrace/New%20Portfolio%20Assets/5-Firetrace-mobile-overlap-slide1.png)
The Right Angles
To connect with an industrial audience and convey precision, we added angles throughout the site, including in background separators, image boxes, and CTA buttons.