Gallery (recent projects)

Create a website (and online brand) to differentiate PMG from the average Long Island stone fabricator and tile shop. Ensure web design would compel and inspire customer inquiries and appeal to the target market budget of the ‘middle to upper Long Island home owner’.

Owner and manager didn’t have any idea of how they wanted the web design to look – all they knew was that they wanted the website to appeal to their target market and look better than their competition’s. Limited internet and computer experience. Minimal input from owner/manager, as time allowed. Budget constraint. Sufficient for web design only i.e. no online marketing.

To inspire visitors and compel customer inquiries, we focused on high quality product images in a flash presentation and interactive gallery. To best engage visitors, we focused on images of completed projects, avoiding less compelling and more traditional technical information on fabrication/installation/product types etc.. This departure from the norm differentiated PMG from the competition and branded them how they’d asked - more of a kitchen/bathroom designer than a fabricator. We used a lavender color scheme to emphasize PMG’s focus on design and creativity. We also kept the web design simple and polished to ensure that visitors were not distracted from product images. To appeal to their target market we emphasized PMG’s focus on value and affordability – for instance, their strapline, ‘Less Expensive Than You’d Think’. To ensure the website could evolve with the business, we ensured the galleries and content are easy to update and the website can be readily expanded. Due to the owner’s/manager’s heavy workloads, we worked hard early in the project in a consultative and educational way to gain PMG’s full trust and confidence, so that we could take full control of the project. We also kept the client continuously updated on plans and progress, always giving the owner/manager the option to contribute as much or as little input as they preferred. Despite PMG’s budget constraints limiting them to web design only (phase 1), we made sure that a sound platform for future Search Engine Optimization and online advertising would be available for when they were in a position to invest in Phase 2 Online Marketing.

“Chris and Paul did a great job here – professional and dependable. Plenty of customers have commented on the website and have borrowed ideas from the gallery. We’ve got some nice projects out of this - awesome.” Scott (Peconic Marble and Granite, General Manager)

This great Chinese food takeout business has recently opened brand new premises and wanted a website and marketing campaign to maximize business from year round residents and summer visitors to the Hamptons.

(i) The client works very long hours in their store and had only minimal computer skills and internet experience. They wanted us to do everything and burden them as little as possible.

(ii) The customer had a very tight budget but also demanded a complete web solution that would pay for itself quickly i.e. they needed a compelling custom website that was credible and appetizing but also the online marketing (SEO, SEM and directory listings) which would place their website in front of anyone in Southampton looking for Chinese takeout. What good is a website without people visiting, after all!?

(i) We took full control of the project - we created and procured all copy, design work and files including photography and graphic design independently, allowing the customer to continue with their work, unburdened by their web development project. We performed market research on- and off-line to understand the competition and challenges. Our team also took the time to understand the reasons why Dragon Garden is superior to their competition (i.e. competitive advantages) and we used this to create a compelling online brand which gives great credibility and motivates visitors to call. They’ve subsequently received many orders directly from website callers who would not have found their business without their Whistle website.

(ii) We worked out a mutually agreeable payment plan and produced a simple (but highly functional and good looking) 4-page website, including phase 1 online marketing - SEO (search engine optimization), SEM (pay per click Google advertising) and Google Local registration. Dragon Garden were so delighted with their return on investment that they quickly invested in more online marketing. Go to Google and search for: ‘chinese takeout Southampton ny’ and you’ll see Dragon Garden all over the first page – on the map (Google Local), in the sponsored links  (‘Delicious Chines Takeout’) and second in the natural search results (‘Dragon Garden Chinese Takeout…’! It’s not hard to understand how many new customers this has brought them!

“Chris and Paul make us very happy. We get lots of new customers from website. We work very long week and know little about computers so they did all for us. If you want phone to ring, you should talk to Whistle. Very good and not expensive. Thank you.”

Home improvements contractor required a clean, professional website congruent with the Hamptons market and his existing ‘custom builder’ website (www.perellobuilding.com). The customer’s priority was to create sales enquiries and business credibility. HHI required Whistle to provide all design work, copy writing and online marketing campaigns.

(i) make HHI website visible to all Hamptons home owners interested in home improvements
(ii) get HHI’s phone ringing with sales enquiries.
(iii) maintain the customer’s existing ‘custom builder’ website brand and create a design in keeping with the Hamptons style.
(iv) complete project within tight budget.

(i) we ran a series of online ad campaigns engines which would display Hamptons Home Improvements advertisements at the top of the page when someone entered any relevant home improvement query into the search engine e.g. ‘home renovation’, ‘kitchen remodeling contractor’ etc. We also took the necessary steps to make sure the website would appear on the organic list longer term i.e. search engine optimization (SEO). To give HHI the greatest amount of qualified visitors, separate campaigns ran in both Manhattan and the Hamptons. (ii) to make the HHI business as compelling a choice for prospective customers as possible, we focused on using big attractive images to showcase HHI’s product, as seen on the website’s homepage. We also portrayed HHI as a friendly and knowledgeable specialist who’s happy to talk without any strings attached. Using ‘free estimates’ as a call to action made sense and we highlighted the ‘contact us’ options to ensure visitors have the contact info at hand. (iii) we used the same color scheme and customized an existing logo to reinforce the custom builder’s brand and enhance credibility for both businesses. To maintain a Hamptons look, we kept things clean, neat upscale and conservative. (iv) in order to reach Hamptons home owners cost effectively (especially in the off-season), we ran laser-focused online advertising campaigns in both Manhattan and the Hamptons. We carefully measured results by comparing which ads and keywords yielded the most enquiries and refined and optimized accordingly.

“As soon as I started working with Whistle, my confidence in the business grew. They really made the effort to understand who we were and quickly showed us how our website could be used to drive sales enquiries. From prior experience, I knew that simply having a good website was not enough – you have to get people to see it, as well. So the way Whistle sends prospect to your website is really cool and their services are awesome. There’s nothing like seeing your website on the first page and we’re more than satisfied with the results.”

Designer sunglasses e-commerce website required a unique, memorable website which would (i) tie in the client’s existing bricks and mortar business and (ii) set the website apart from the online competition. Nationwide online marketing campaigns for each of the designer sunglass brands.

(i) create credibility
(ii) create a positive and compelling visitor experience designed to optimize sales rate in a mature, commoditized market.
(iii) ecommerce was new to client, so training and simple to use applications were required.
(iv) incorporate a large number of products (1000+) and make them look attractive.
(v) direct customers looking for designer sunglasses to the IEDS website
(vi) document results in order to completely understand Return On Investment (ROI).
(vii) enable IEDS to self-service their website to minimize ongoing maintenance costs.

(i) to create credibility, we used 256 bit security encryption for transactions, we display IEDS as a verified online merchant through authorize.net, we chose to highlight the customers bricks and mortar store and we gave the site a solid, rich style.
(ii) to improve sales, we utilized unique graphic design work to create a memorable, credibility enhancing visitor experience. This significantly differentiates IEDS from other online sunglass stores. We also focused on a simple, quick and robust checkout process which provide a positive customer experience and minimize missed conversions.
(iii) we worked closely with the customer to ensure they would be able to manage their online advertising campaigns and update their products offerings independently, so maintenance costs could be minimized.
(iv) in order for visitors to better find what they wanted we took a number of measures. Firstly, ad campaigns would direct visitors to the exact model of sunglasses they had been searching for (e.g. if they searched on Google for Ray Ban Wayfarers, they’d land on exactly that page). Secondly, we created a search algorithm which allows visitors to quickly find what they want, by brand, model, style or any other specification. Thirdly, we enhanced navigability and presentation by dividing the shopping cart between brands and styles.
(v) we built specialized online ad campaigns for each and every brand and model of sunglasses stocked by IEDS. Campaigns were revised in an iterative process along with product offerings and pricing to maximize cost effectiveness and sales rates.
(vi) in order for IEDS to optimize their product offerings, pricing and ad campaigns, reports and statistics were made available on a real-time basis. Costs, margins and ROI were automatically calculated.
(vii) the owner was trained to manage the shopping cart software and online advertising campaigns themselves, to avoid accruing unnecessary maintenance costs.3

“Not having much experience with e-commerce, the whole thing was new to me. Whistle worked closely and diligently with me to incorporate my existing store brand and made a really cool site which really stands out from other online sunglass stores. They also gave me access to reports on everything so I’d have the information available to make the refinement process as effective as possible. I’m not a techie and needed some hand holding and Whistle really went the extra yard, setting up the email on my PC and synching it with my phone and all that stuff. There’s nothing like hearing my inbox ping with another sales order!”

Pool services company that had an existing website which wasn't bringing in the business they felt it should. Having had some success with the old website, they knew that there was an opportunity but needed to be convinced of our solution before committing more money to their web development.

(i) prove that pool owners were actually looking online to find pool services companies
(ii) turn their old, mediocre template website into a unique, friendly but professional marketing vehicle which would get their phone ringing.
(iii) deliver quality website and necessary ad campaigns within very tight budget.

(i) to show how many people were searching for a pool company online, we ran some pilot campaigns for ‘pool servicing’ and ‘pool closings’ in their 20 mile radius target market, using their old website as the destination. There was plenty of demand and lots of prospective customers visited the site but not enough made enquiries – as we suspected, the old website was letting them down by not convincing visitors that BPP was the right pool company to choose.
(ii) we turned the old ‘template’ website into a unique custom website that looked friendly and sounded professional. After we completed the new website, the conversion (enquiry) rate increased by over 400% and the website and marketing budget made tremendous financial sense. The enhanced website made all the difference.
(iii) the simplicity of the website kept costs down in the clients budget but didn't’t adversely affect credibility. BPP set a daily budget they were comfortable with and increased it as and when sales were made. Due to last year’s success, the client has expanded their advertising budget and is considering how to expand their website to include the construction part of their business.

“These guys are awesome – they worked within my budget, surpassed my expectations and I’m really pleased with the results. I can’t wait to get the ad campaigns running this year – we got so many new customers after working with Whistle – their websites really do sell and I’m not just saying that! The online advertising has been by far the best return on advertising expense I’ve ever had and I can’t believe I wasn’t doing this before. Thanks for everything guys!”

Innovative temporary staffing agency required a web site to move traditional business operations (including recruiting, hiring and marketing), online. Prospective job seekers and temp employers had to find Wisdom’s web proposition compelling.

(i) Wisdom’s web site needed to separate their 2 markets (job seekers Vs employers) from one another.
(ii) they needed a job seeker registration function, which included a profiling questionnaire and resume upload facility.
(iii) Wisdom required all design work (logo, color scheme etc.) and copy to be written (including strapline).
(iv) they required employer and job seeker brochures to be written, designed and printed.

(i) we split the home page into a portal, on one side for job seekers and the other side for employers.
(ii) we used a CRM (‘customer relationship management’) database for their job seeker registration system, which could be accessed and modified remotely by all Wisdom personnel with authorization. This also enabled resume upload which meant less paper and more productivity.
(iii) we chose shades of blue to tie together Wisdom’s ‘baby(-boomer) blue’ focus and created a design which would appear professional and corporate. Above all, the site needed to be clean, simple and deliver Wisdom’s competitive advantages in an easy to understand way.
(iv) in order to write and create Wisdom’s marketing literature, Whistle undertook extensive business and competitor analysis. We then translated the most compelling aspects of why Wisdom was different/better into a powerful piece of sales literature, displayed online and printed for employer prospecting purposes.

“Developing our business online has been an extraordinary process and we are extremely satisfied with Whistle’s services. Professional, business savvy and talented are just 3 of many positive ways I could choose to describe them. Our business has really grown as a direct result and we would thoroughly recommend them to anyone looking to do something with their business online.”