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Royal Building Products
Celect Premium Siding

Interactive

The Assignment

When it comes to products that cost more money than other products, the words “premium,” “high end” and “not mediocre” are thrown around so often they might as well be invisible. So how satisfying it was to write about siding that actually earned the adjective “premium.” Celect is engineered to seriously upgrade a home exterior’s curb appeal while demanding very little maintenance and fuss from the homeowner.

It needed a website that made the case through the extremely confident and approachable tone of its content—seamlessly guiding homeowners through its clear advantages over wood, engineered wood and fiber cement siding and leading pros to a wealth of resources, from comparison charts to installation videos.

Results: low bounce rates and high average time on site across all devices

The Copy

Head:
Compromise doesn’t live here.
Copy:
Celect® Cellular Composite Siding by Royal® gives you everything you want. And so much you never thought you could have. Celect exudes seamless beauty, weather defiance, maintenance freedom and unlimited home design possibilities.

Sub:
This is the stuff dreams are made of. Your dreams.
Copy:
That thing you always wanted? That certain something you’ve always wished you could have to make your home amazing? Celect means there’s no more “what if.” There is only “what took me so long.”

Sub:
It starts with the siding itself. And it gets better and better from there.
Copy:
How do you complement the most innovative premium siding in the world? Easy. Just add Celect trim, mouldings, shutters and accessories and tie up the package with a perfectly beautiful and long-lasting bow.

Sub:
What more can the Celect® Cellular Composite Siding pro ask for? Support, for starters.
Copy:
Our pro resources are precisely where building pros get to dive in and discover the answer to questions like “How amazingly intuitive is it to install Celect® Cellular Composite Siding by Royal®, anyway? Here you’ll find everything from installation support and product specifications to technical bulletins and warranty information.