Kenburn Waste Management Limited
Kenburn Waste Management Ltd is a distributor of waste handling machinery and sells both to commercial end users and trade customers.
Kenburn’s business is to sell, rent or lease either new or refurbished machines, to provide services such as installation, maintenance and repairs and customer training and to sell consumables associated with this type of equipment such as baling wire.
Kenburn operates towards the premium end of the market, distributing high quality machines manufactured in Europe (2 German suppliers and 1 Danish). Kenburn competes with other high quality suppliers as well as with budget operators who typically supply lower quality equipment sourced from Ireland, Eastern Europe or China.
The machines supplied are predominantly balers and compactors. Balers are generally used to prepare segregated waste streams like cardboard for onward sale to recyclers, rather than paying to have it taken to landfill. Compactors are most often used to increase the amount of general waste which can be fitted into a container, reducing disposal costs by cutting down the number of collections.
Customers buy this type of equipment because it saves them cash. The environmental benefits of recycling are usually secondary considerations.
Kenburn does not supply any waste collection, waste processing or waste disposal services.
Kenburn supplies clients across the UK but not outside. We don’t want enquiries from overseas
Kenburn uses the website to attract potential customers that they can convert into sales using a combination of telephone sales and field sales visits. Visitors to the site must be given the maximum opportunity to establish that Kenburn has the right solution for them, and be enticed to contact Kenburn either via the website, or by telephone.
Kenburn wishes to promote all of its offerings as services which can be bought together or separately. For example, maintenance packages and consumables to owners of recycling equipment of any brand, irrespective of where the original equipment was purchased.
Kenburn also wishes to promote its ability to supply equipment on short or long-term rental, lease or purchase. Kenburn can also satisfy customers with limited budgets by supplying used equipment which is refurbished to an exceptionally high standard.
Key Website Requirements
• Promote Kenburn as a trusted supplier of high quality products and services, not a pile-it-high-sell-it-cheap product vendor.
• Promote Kenburn’s range of services (installation, maintenance, repairs, customer training) and stock of consumables (baling wire, baling strapping, compactor sacks and bags).
• Promote Kenburn’s flexible purchasing options – sale, rental or lease.
• Promote Kenburn’s ability to cater for customers with smaller budgets by supplying high quality refurbished machines.
What Kenburn is looking for from a design is a template that can be applied across the site. It may therefore be useful to submit designs with one image to demonstrate how the homepage would look and another to demonstrate how the template would look with inner page content added to it.
The Kenburn logo and corporate colour should be retained.
Kenburn’s accreditations (ISO9001 and Safe Contractor; logos shown below) should be displayed.
Homepages where everything is visible on one page without the visitor having to scroll down are preferred.
The preferred type of layout is shown in schematic at the end of this brief, specifically showing the navigation menus on the left hand side of the homepage.
Pages with lots of text, or which are too busy, are disliked.
Pages that are a riot of different colours are disliked – Kenburn is looking for a classy-looking website which invokes high quality and reliable service.
Some sites that are liked and disliked are as follows:-
http://www.wastemachinery.co.uk Disliked – there is far too much product information; it comes across as a catalogue of cheap products.
http://www.husmann.co.uk This site is awful – we don’t want to look anything like this!
http://www.phoenixcomp.co.uk Disliked - this site looks amateurish and poorly laid out.
http://www.riegens.com Liked – this site looks professional.
http://www.okay.co.uk Liked – again this site looks professional, and the homepage is not too busy.
http://www.pakawaste.co.uk The expanding menus on the left of the homepage are good examples of a preferred layout.
http://www.bergmanndirect.co.uk The 3 buttons on the right hand side which visitors can use to call, email or enquire are good features.