Rebranded Fraser launches new website
Published: Thursday, 23 February 2017
Fraser, known up until now as Fraser Yachts, is celebrating its 70th anniversary in the luxury yacht market with a number of rebranding initiatives. One of them is the launch of its new-look website, which combines functionality and beauty to deliver quality content and optimum usability to new and existing clients.
(Images: Fraser - Fraser new website)
Commenting on the brokerage’s refreshed image, Raphael Sauleau, CEO of Fraser, said: “The last brand update was carried out nearly 10 years ago, and we felt that it was time to review our brand and look at how we can update it to take the company forward. Following this the new design is very much an evolution of the existing brand, which has always been very strong and recognisable, but now we feel that it reflects the true nature of the level of service we are offering to our clients and the future direction of the company as a luxury brand.”
The new Fraser website delivers a simple, user-friendly experience, with plenty of clean, white spaces; hero imagery for each yacht; and hints of a new coral colour enhancing the aesthetic of the company’s signature navy branding.
The Fraser logo has also been simplified and modernised. The site is mobile-responsive, adapting to different screen sizes and catering to the large percentage of people who use their mobile devices to browse the Internet. The website has also been updated to display video beautifully, offering a rich visual preview.
Aside from an enhanced aesthetic, visitors to the site now enjoy better functionality. The search functions across the site have been significantly improved, allowing users to filter yachts by yacht name, type of yacht, shipyard, age, berth, and price. Each yacht for sale and charter has a large hero image with a sliding gallery of photos, as well as deck plans, a yacht description, special features, pricing in major currencies, and the clever facility to compare the yacht to others side by side.
The destinations section has also been significantly improved, with regional maps, itineraries and local tips crafted by the knowledgeable brokers at Fraser. The destinations section features the available yachts for charter in each area. Additionally, client testimonials feature on the new Fraser website, as well as links to featured and recommended yachts to help clients make an informed choice.
Support functions have also been increased across the site, with contact forms (both pop-up and embedded) giving direct access to the dedicated yacht broker for each yacht. The site also lists details for all 10 Fraser offices worldwide, with every staff member’s contact details listed for easy reference.
The new Fraser website is currently live in English, with rollouts in many languages to come shortly.
For those searching for yachts by particular shipyards or designers, the new Fraser site makes things easy. Visitors to the website can access descriptions of particular shipyards or yacht designers, while the integrated news section is split into sales, charter, construction and management sections to ensure that clients easily find the information they’re in search of. Facts and figures also pop up throughout the site, as well as social media links for sharing and access to Fraser social media channels.
(Fraser CEO Raphael Sauleau)
Built by Relevance and utilising cutting-edge design by Inaria, the site was built on a custom CMS, which enables Fraser staff in offices worldwide to make advanced changes and updates. The site operates with https security and is hosted on a global server with 24-hour support.
The site’s content is optimised for search engine rankings, due to the implementation of a tailored SEO strategy. In due course, the placement of structured mark-up snippets via Google will provide more tailored search results for the end user.
Lisa Peck, the Global Marketing Manager at Fraser, commented on the new website: “We have spent some time developing the new website. It was important for us to find the right combination of functionality and beauty. We feel that the new design successfully reflects these two core elements, and with an ever increasing importance of digital marketing we will continue to develop the site and add further functionality to it over the coming months.”