For growers interested in utilizing light deprivation for stronger crops, Grass Valley, California–based Gro-Tech Systems (GTS) creates and manufactures specialty greenhouse systems with automated light-deprivation systems, closing tarps in a matter of minutes with a press of a button. Therefore, the San Diego–based design firm Movetic decided to make that feature front and center on GTS’s site; a microinteraction on the homepage enables visitors to experience the automatic light deprivation firsthand by scrolling within a circle and activating an animated background. “We wanted to digitally emulate what it would be like to close the tarps if you were the brand new owner of a GTS greenhouse,” says Movetic cofounder Josh Roush. “The functionality demonstrates the ease of use and reliability of the system, as it correlates to the quality of GTS’s work.”
With three different greenhouse models in GTS’s product line—Foothill, Sierra and Alpine—Movetic created a visually appealing experience for each one. Spliced B-roll video, drone footage, and lifestyle and product photography showcase each greenhouse’s finer details. The product pages also feature brand storytelling that speaks to the mountain type each greenhouse is named for, highlighting specific features of each mountain with clever minitaglines to forge a deeper, more human meaning behind GTS’s product names. At the bottom of each product page, interactive wireframes of each greenhouse enable visitors to hover over key features and learn the technical specs of the product; each key feature also serves up dynamic product images and descriptions, helping connect potential customers to the GTS greenhouse model that’s right for their needs.
Movetic integrated all forms on GTS’s website using Method:CRM, creating a uniform sales process for GTS that stores its data in one place, speeds up its estimates and sales process, and enables GTS to have a more efficient sales force.