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Royal Building Products
Why Celect

Interactive
royal-building-products

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:
This amazing show of excellence is brought to you by Celect®
Sub:
RARE BEAUTY
What real wood aspires to be.
Copy:
Imagine a premium siding inspired by the gorgeous aesthetics of wood and possessing none of wood’s maintenance demands. Stop imagining. Celect® Cellular Composite Siding by Royal® gives you an exterior with the look touch and timelessness of real wood without its inconveniences and expenses.

CTA:
COME SEE

Sub:
SMART TECHNOLOGY
Built to quietly astound.
Copy:
Celect doesn’t brag; it doesn’t boast. It just sits back and amazes. It looks as handsome as natural wood, but that’s where the similarities end. Its interlocking joints keep moisture out and almost completely eliminate seams, which means it not only looks authentic, it’ll never warp, buckle or shift like wood…would.

CTA:
SEE IT IN ACTION

Sub:
LOW MAINTENANCE
Sorry fiber cement, this isn’t going to be pretty.
Copy:
With Celect, you can forget about mold, fading, deterioration, scrubbing and messy maintenance crews. You can also forget about painting, repainting, caulking, re-caulking and delaminating like fiber cement is famous for. Celect is all about virtually maintenance-free great looks that never quit. Year after year, decade after decade.

CTA:
RELAX

Sub:
HIGH SUSTAINABILITY
Great value. And R-value.
Copy:
Celect is warmer in the winter, cooler in the summer and greener all year long. In addition to being completely re-usable and 100% recyclable, it provides an R-value that’s twice the thermal value of any other comparable material in the market. In other words, it’s as much of a renewable investment as it is a renewable material.

CTA:
ECO/SUSTAINABLE

Sub:
CELECT VS FIBER CEMENT
Structural integrity or chipping and cracking. You choose.
Copy:
Celect bests fiber cement on many fronts (and sides)—from its virtually seamless appearance and moisture resistance to its ease of installation.

CTA:
COMPARE

Sub:
CELECT VS WOOD
Unless you’re a termite lover, there really is no comparison.
Copy:
Wood wishes it were more like Celect. Mainly because of Celect’s ability to maintain itself without any effort on your part and its refusal to degrade in the face of wind, sun, time and those pesky termites.

CTA:
COMPARE

Royal Building Products: Celect Premium Siding Website
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:
This amazing show of excellence is brought to you by Celect®
Sub:
RARE BEAUTY
What real wood aspires to be.
Copy:
Imagine a premium siding inspired by the gorgeous aesthetics of wood and possessing none of wood’s maintenance demands. Stop imagining. Celect® Cellular Composite Siding by Royal® gives you an exterior with the look touch and timelessness of real wood without its inconveniences and expenses.

CTA:
COME SEE

Sub:
SMART TECHNOLOGY
Built to quietly astound.
Copy:
Celect doesn’t brag; it doesn’t boast. It just sits back and amazes. It looks as handsome as natural wood, but that’s where the similarities end. Its interlocking joints keep moisture out and almost completely eliminate seams, which means it not only looks authentic, it’ll never warp, buckle or shift like wood…would.

CTA:
SEE IT IN ACTION

Sub:
LOW MAINTENANCE
Sorry fiber cement, this isn’t going to be pretty.
Copy:
With Celect, you can forget about mold, fading, deterioration, scrubbing and messy maintenance crews. You can also forget about painting, repainting, caulking, re-caulking and delaminating like fiber cement is famous for. Celect is all about virtually maintenance-free great looks that never quit. Year after year, decade after decade.

CTA:
RELAX

Sub:
HIGH SUSTAINABILITY
Great value. And R-value.
Copy:
Celect is warmer in the winter, cooler in the summer and greener all year long. In addition to being completely re-usable and 100% recyclable, it provides an R-value that’s twice the thermal value of any other comparable material in the market. In other words, it’s as much of a renewable investment as it is a renewable material.

CTA:
ECO/SUSTAINABLE

Sub:
CELECT VS FIBER CEMENT
Structural integrity or chipping and cracking. You choose.
Copy:
Celect bests fiber cement on many fronts (and sides)—from its virtually seamless appearance and moisture resistance to its ease of installation.

CTA:
COMPARE

Sub:
CELECT VS WOOD
Unless you’re a termite lover, there really is no comparison.
Copy:
Wood wishes it were more like Celect. Mainly because of Celect’s ability to maintain itself without any effort on your part and its refusal to degrade in the face of wind, sun, time and those pesky termites.

CTA:
COMPARE