Taylor Guitars Website Redesign Celebrates Community and New Product Line
Relaunch of TaylorGuitars.com Comes in Harmony with Annual National Association of Music Merchants Show in Anaheim
San Diego, CA (January 19, 2012) – Leading guitar manufacturer Taylor Guitars this week relaunched it’s popular website, designed and built by digital marketing and technology company Digitaria. The new Taylorguitars.com ties the vibrant community of Taylor players together through lifestyle-focused content featuring artists, videos, social channels, news and events, all in one dynamic resource.
Dramatic and virtuoso user experience improvements were the primary digital goals for Taylor Guitars. With new navigation tools, players can search by shape, tonewoods, series and even categories to discover their dream guitar, or learn more about Taylor’s extensive line of guitars. Each guitar is spotlighted on a “details” page that brings the model to life through high-quality images, specs, and associated news. The new homepage puts the focus on Taylor Guitars’ features, breaking conventional design standards with a mid-page navigation bar.
Fans visiting the new site can expect to find not only a resource of information, but a multimedia experience. Taylor content includes the quarterly owner’s magazine, Wood&Steel, exclusive artist videos, stories and the latest schedule of stops in popular Road Show and Find Your Fit player events. International fans can also enjoy the site, as select portions will be translated in a variety of different languages. Players seeking support for common guitar issues or looking for the latest Taylor news can access the Taylor Tone, the company’s multimedia news section.
“Previously, users had to be intimately familiar with Taylor’s guitars series to browse products, but the new site has more intuitive organization. Now users can check out guitars for shape, wood, category – even playing style – and view and price the instruments with different woods, colors and other customizations,” said Doug Hecht, President and COO of Digitaria, as well as guitarist for the rock band The Incidentals. “Musicians know how each element of a guitar matters and how the new site lets aficionados explore every Taylor product.”
The revised TaylorGuitars.com, built on a custom Drupal content management system, launches in tandem with the NAMM Show (National Association of Music Merchants), January 19–22, which will be attended by representatives from both Taylor Guitars and Digitaria. The launch marks the completion of the first phase of the new website rollout. In the months to come, Taylor will be releasing additional visitor resources, including a new TaylorWare store. TaylorWare, the company’s line of branded merchandise, offers guitar accessories, t-shirts and everything in between.
