Laser Scanning | Project Brief

Reference points

Working references for this project

Live wireframe

Use this as the main reference for homepage structure, section order, hierarchy and flow.

https://laserscanninguk.github.io/laser-scanning-development/

Elementor reference

Use this as visual inspiration for spacing, section rhythm and general layout quality only. Do not copy its wording or generic messaging approach.

https://gzdzfbre.elementor.cloud/

Business reality

How the website fits the real business

Repeat business is strong

A large part of the business comes from existing customers returning with more work. The website therefore needs to support trust, reinforce credibility and make it easy for people to send new jobs.

Recommendations matter

Another major source of work comes from referrals. These users often arrive already aware of the business name, but they use the website to validate whether the company looks capable, professional and relevant to their own job.

Organic enquiries still need improving

Although referrals and repeat work are important, the website should also do a much better job of attracting and converting new enquiries from organic search.

Core problem

The current website does not communicate the full business clearly enough

The problem is not a lack of capability. The problem is that the current site does not make the breadth of capability, the quality of work, or the route to enquiry clear enough or quickly enough.

It undersells how broad the business actually is.
It risks making the company look like mainly a scanning supplier.
It does not fully show the business as a one-stop engineering support partner.
It does not help enough users quickly think, “these people can probably help with my exact problem.”

A visitor should not leave the site thinking “they do laser scanning.” They should leave thinking “they can help solve my engineering problem.”

Primary objective

What the redesign needs to achieve

Commercial objective

Improve the number and quality of website enquiries, especially from organic traffic, while also helping referred visitors convert faster.

Positioning objective

Reposition the business away from looking like a narrow scanning service and toward looking like a complete engineering support and delivery partner.

Within a few seconds, the site should make it clear what Laser Scanning does, how broad the capability is, and how easy it is to start a project conversation.

Website strategy approach

This project has two clear stages

Phase 1: core website restructure

The first priority is to improve the main user-facing website so that visitors can quickly understand what the business does, how broad the capability is, whether Laser Scanning can help with their problem, and what to do next.

Homepage structure
Service grouping
Messaging
Trust and proof
Case studies
Enquiry flow
Clearer UX

This stage is about improving conversion from referral traffic, repeat visitors and existing website traffic.

Phase 2: targeted landing pages for organic growth

Once the core website is clear and structured properly, the next phase is to build targeted landing pages around real engineering problems and high-intent search topics.

Target specific engineering needs
Show expertise through depth and relevance
Use real examples and case studies
Attract better quality organic enquiries

This stage is about building visibility and trust around specific problems, not trying to claim expertise in every industry.

First, restructure the core website so the business is clear, credible and easy to engage with. Then build targeted landing pages around specific engineering problems to grow organic enquiries.

Positioning

How the business should be described

What the business is not

Not just a laser scanning company
Not just a three-service provider
Not a business that should be framed around only one sector like automotive
Not a company that should lead purely with tools, machines and equipment

What the business is

A one-stop engineering solutions provider
A business that can capture, recreate, inspect and help manufacture parts
A technical partner that helps solve real engineering challenges
A flexible company that works across a wide range of sectors by understanding the required outcome

The site should lead with engineering challenges and outcomes first, then support that with services, methods and tools.

Capability breadth

The full offer needs to be represented properly

The site should reflect that Laser Scanning offers far more than a handful of scanning services. It needs to communicate a broad but structured capability.

Data Capture

Handheld laser scanning
Portable laser scanning
CMM laser scanning
Touch probe CMM
CT scanning

Reverse Engineering

Simple geometry
Complex high-end work
Design intent modelling
Legacy part recreation
Internal geometry strategies where CT is not suitable

Inspection & Validation

General inspection work
High accuracy GD&T
Full ISIRs
Complex reporting outputs
High-end dimensional validation

Manufacturing & Prototyping

3D printing: FDM, SLA, SLS
CNC machining
Injection moulding
Zinc die casting
Vac forming and more

Engineering Support

DFM
Manufacturing advice
Sourcing manufacturers
Supporting partners
End-to-end project support

Key messaging principle

Simplify the structure without dumbing the business down

One of the main design challenges is that the business is broad. If everything is listed equally, the site becomes overwhelming. If it is oversimplified too much, the company becomes undersold.

The site should group capability into clear top-level buckets.
It should help users understand the business quickly.
It should still leave room for detailed service pages underneath.
It should make a complex business feel easy to navigate without reducing the perceived quality of the work.

Target audiences

Who the website must work for

Referral visitors

These users often already have some trust because someone has pointed them toward the business. The site must quickly validate that trust and show strong proof of capability.

Organic search visitors

These users often have a specific engineering problem. They are not necessarily searching for a scanner or a process. They are searching for a route to solve the issue.

Existing customers

These users already trust the business. The site should make it very easy for them to send files, ask for help, and start another project quickly.

Homepage role

What the homepage specifically needs to do

Make it obvious that the company is more than just scanning.
Build trust quickly through real capability and proof.
Show a clear structure to the broader offer.
Help users identify with real use cases and problems.
Present the business as adaptable across different sectors and project types.
Make the next step to contact or upload files feel simple.

The wireframe should be used as the main structural reference for this. The Elementor reference should only influence layout feel, not content strategy.

Sector positioning

How to talk about industries and sectors

Laser Scanning works across a very wide range of sectors. That is a strength, but it needs to be positioned carefully.

What to communicate

The business does not need to claim deep specialism in every sector. A stronger and more honest position is that the company understands engineering challenges, works closely with the client, and adapts its approach around the required result.

Automotive Infrastructure Manufacturing Energy Industrial Equipment Specialist Projects

What to avoid

Do not build the entire site around sectors.
Do not over-claim expertise in every market.
Do not create empty industry pages that say little of substance.
Show range through examples, use cases and case studies instead.

Priority landing pages for phase 2

Recommended high-value pages to build after the core site is fixed

Reverse engineering without CAD
Reverse engineering worn or damaged parts
Recreating obsolete or legacy components
Scan to CAD for complex parts
High accuracy GD&T inspection services

Full ISIR inspection services
Inspection against CAD for manufactured parts
CT scanning for internal geometry
Large structure laser scanning
Prototype to production support

These pages should be built around real engineering problems and real buyer intent, not vague claims or generic sector content.

Landing page structure

How those phase 2 pages should be built

The problem
Why it is difficult
How Laser Scanning helps
What methods may be used
What the client receives
Example project or case study
CTA

Design direction

How the final site should feel

Visual direction

Clean, technical, structured and professional. It should feel high quality without becoming flashy or overly agency-like.

Content direction

Less generic, less vague engineering language, more grounded in real capabilities, real outputs and real buyer problems.

UX direction

Simple to understand, easy to navigate and easy to act on. Users should always know what to do next.

Workflow

How this project will be approached

Design work will be done in Figma.
The longer-term build direction is toward Webflow.
The wireframe should act as the structural starting point.
The brief should keep the content and positioning on track during the design process.

Success measures

How success should be judged

Better quality enquiries

More relevant enquiries from both referral visitors and organic search.

Lower bounce and stronger engagement

Visitors should understand the offer faster and spend longer on the site.

Stronger business positioning

The company should feel like a capable engineering partner rather than simply a scanning supplier.

Summary

Simple direction for the project

Use the wireframe for structure, use the Elementor site only for layout inspiration, and design a website that makes Laser Scanning feel broader, stronger, clearer and easier to engage with.

Website redesign brief for Laser Scanning