Links to @ecoflowm — Ecoflo's channel. Wrong brand.
Update to LooCube's channel or remove until content exists.
Do now
0
0
0.25
0.25
Brand & Messaging
Item
What's there now
What's needed
Timeframe
Hours
Status
Discovery
Design
Build
Total
Brand attribution
"Powered by Ecoflo" in the logo. Positions LooCube as a product rather than a standalone brand.
"An Ecoflo Group company" — already locked in strategy. Logo asset needs redesign.
Do now
0
2logo lockup
1
3
Primary headline
No headline. Rotating adjective carousel with no value proposition and no CTA.
"Australia's Only FRP Amenity Building." Sub-head covers no-water, no-sewerage positioning.
Phase 1
0.5copy brief
3hero visual
2
5.5
Welcome copy
"WELCOME TO LOOCUBE" followed by one generic sentence. Filler doing no positioning.
Remove entirely. Replace with specifier tool explainer and use case selection grid.
Phase 1
0
0
1
1
Accessibility language
"Ambulant and UA Toilets" and "PWD Facilities" throughout. Both outdated for government procurement.
Full copy sweep updating all nav and page copy to AS1428.1:2021 "accessible facilities" language.
Phase 1
1standards check
0
3
4
GRP Australia
Not mentioned anywhere. In-house FRP manufacturing — the core competitive differentiator — is invisible.
Short "Built on FRP expertise" proof section: BAL 40, CNC fabrication, structural precision.
Phase 1
1content brief
2section design
2
5
Navigation & Structure
Item
What's there now
What's needed
Timeframe
Hours
Status
Discovery
Design
Build
Total
Solutions nav
9 items, no hierarchy, outdated terminology. No buyer-facing logic to the grouping.
5-6 use cases matching procurement categories: Rest Stop, National Park, Community, Defence, Mining, Commercial.
Phase 1
2IA session
2nav design
3
7
Products nav
Primary products and accessories at the same nav level. Ramps and Shade Structure dilute the main range.
LooCube, AirCube, ModCube as primary. Accessories become a sub-section. Buildings lead.
Phase 1
1
1
2
4
Primary CTA
No persistent CTA in navigation. "Speak to an Expert" only in the footer.
"Use Specifier Tool" as a persistent nav button on every page and device.
Phase 1
0
1button design
2
3
Homepage Content
Item
What's there now
What's needed
Timeframe
Hours
Status
Discovery
Design
Build
Total
Hero CTA
No CTA in the hero. A buyer lands with no prompted next step.
"Start the Specifier Tool" primary and "Explore Solutions" secondary. Both above the fold.
Phase 1
0
2CTA design
2
4
Solutions grid
6 image cards with inconsistent labels and inconsistent linking. Some cards don't link.
6 use case cards that pre-select Step 1 of the specifier tool on click. Every card links.
Phase 1
1
3card design
5
9
Key claims
BAL 40 buried in rotating carousel. Helicopter deployment and spec-ready outputs not mentioned.
Dedicated features section: BAL 40, helicopter-deployable, one supplier, spec-ready. Four claims with proof statements.
Phase 1
1
3section design
4
8
Installation count
No mention of installation history or geographic reach on the homepage.
"94+ installations" in the projects section. Joe to confirm current number.
Phase 1
0.5verify with Joe
0
0.5
1
Featured projects
No project case studies on the homepage. Logos without outcomes are decoration.
3 featured project cards: real photography, named location, one-sentence outcome, link to case study.
Post-content
2source + brief
4card design
4
10
Trust bar
Good client logos already present. The strongest existing asset on the page.
Keep and expand. Add LocalBuy pre-qualification badge alongside existing logos.
Phase 1
0.5logo collect
1
2
3.5
Conversion & Tools
Item
What's there now
What's needed
Timeframe
Hours
Status
Discovery
Design
Build
Total
Specifier tool
Does not exist. Every configuration query goes to Joe by phone or email, resolved from memory.
5-step branching tool: facility type, site environment, visitation, utilities, accessibility. Soft gate for PDF. Logic mapped, awaiting Joe's validation.
Post-content
6Joe sessions
10UX + UI + PDF
30–40
46–56
Lead capture
"Speak to an Expert" in footer only. No qualification, no auto-response.
Soft gate on specifier output. Triggers 3-email automated follow-up from Joe.
Post-content
1
2gate design
4
7
Email sequences
No automated follow-up. HubSpot non-functional for Joe. All enquiries handled manually.
3-email post-download sequence. Short, personal, from Joe. Needs CRM decision from Peter first.
Post-content
1
2email template
4
7
Content & Proof
Item
What's there now
What's needed
Timeframe
Hours
Status
Discovery
Design
Build
Total
Case studies x3
Projects page in nav but no published case studies with outcomes, photography, or spec detail. 94+ installs with nothing to show online.
3 web-ready case studies at launch: one TMR/transport, one national parks, one defence or community.
Post-content
3source + brief
6layout x3
10
19
Knowledge Hub
Resources nav link exists. Content scope likely thin given the overall state of the site.
Structured hub using the 21 existing fact sheets as foundation. SEO-mapped, organised by audience type.
Post-content
4IA + audit
6hub + templates
12
22
Product specs
Product pages exist but weights, dimensions, assembly benchmarks, and configuration limits are unconfirmed.
Full specification data per product. Joe and Gavin to supply. Essential for procurement-stage buyers.
Post-content
3Joe + Gavin
2spec layout
4
9
Installation map
Not on site. Joe has 94+ pins in a Google Maps file not connected to the website.
Phase 2 interactive database map filterable by product type, sector, and location. Links to case studies.
Phase 2
4db architecture
8map + filter UI
60–80
72–92
Newsletter
No newsletter. No mechanism to keep long-cycle government buyers warm between contact and tender.
"Remote Sanitation Quarterly" from Joe personally. Quarterly cadence. First edition to Joe's BD contact list.
Post-content
1
3template design
4
8
Do now
1
Discovery
2
Design
4
Build
~7 hrs
total
Phase 1 build
11
Discovery
17
Design
44–52
Build
72–80 hrs
total
Post-content
21
Discovery
35
Design
72–82
Build
128–138 hrs
total
Phase 2
4
Discovery
8
Design
60–80
Build
72–92 hrs
total
All figures are working estimates in hours, inclusive of discovery, design, and build. Specifier tool range is the largest variable and will narrow once the logic matrix is validated. Lester to review before any figures are used for quoting.