WEB ANALYSIS
AfterFxCustoms.com:
Cool site is critical to building the brand of a new business By Rob Hephner and Solomon Daniels
AfterFXCustoms.com has a very big “Above the Scroll” pres- ence, with the company’s defining statement -- Complete Car Customization -- right in the center.
While style and pizzazz aren’t necessarily requirements for
your Website, they definitely help to make your brand more rec- ognizable and memorable—if they are employed in the right way. AfterFX Customs, with two locations in Stamford, Conn., and Watertown, Mass., created
afterfxcustoms.com, a very clean, very appealing Website with the help of developer Cata- lyst Webworks.
GO EVERYWHERE FROM HERE What works best about the site is that just about everything is accessible from the homepage. The menu bar links to galler- ies, videos, a blog, and upcoming shows. In addition, Careers and VIP Login links only enhance the company’s professional- ism.
‘Complete Car Customization’ is the site’s tagline, which is prominently displayed and backed up by the myriad images and information evident on the homepage. But what’s better than this is the term’s performance in SearchLand. Google ‘com- plete car customization’ and
afterfxcustoms.com comes up in the top 3. As a result, the site is very effective in generating calls to the shop, according to Chris Acker, AfterFX Customs’ fv-
46 Mobile Electronics June| July 2011
Videos live in two places: on the AfterFXCustoms Website, and on
Vimeo.com where they get full Web exposure. The company produced its own videos in commercial quality.
marketing manager. He estimated he fields five to 15 requests for information daily (about 10 to 15 percent of the shop’s overall business).The site’s web traffic increased from zero to 1,000 unique visitors a day in less than a month, and that traf- fic has remained consistent.
SOCIAL BROTHERS AND SISTERS The homepage does well to deliver the message that the company is tied into the online social scene.
Links to all of
the company’s social presences are large and visible within the header graphic. Videos are posted on
Vimeo.com and embed- ded into the Videos section of
afterfxcustoms.com. A Facebook ‘Widget’ lets visitors ‘Like’ the page and shows the latest posts. Finally, a unique newsletter sign-up feature lets you en- list to receive the company’s newsletter—while never taking you off the homepage. From a marketing standpoint,
afterfxcustoms.com gets top
marks. The site is currently holding a drawing to win a cus- tomized vehicle, as well as promoting its new location and upcoming project vehicle. In addition, the company expands its efforts to its Facebook page to create a cohesive campaign.
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