Feature

Forge: All you need to know

Forge’s new-look website aims to provide a clear guide to the company’s products and strengths, with plenty of added value.

One of the least-asked questions of our very modern times: “And do you have a website?”

Though it’s only a handful of years since that was a very original, very on-trend question to ask, the nature of the website has evolved to become the public face of business. Gone are the website-cum-catalogues of the early years. Today’s websites are insights into the soul of a company.

Which is what makes website surfing so very intriguing. The latest website refurbishment from Forge is very much a case in point. Here we have a company with impeccable technical credentials, providing OEM services to the luminaire manufacturing sector. At first hearing, that description doesn’t suggest much in the way of entertainment and learning. But that would be a mistake, because the management at Forge understands a thing or two about how websites work these days.

The structure of the website is blessedly straightforward. The section headings are immediately obvious for the visitor and the click-throughs retain that clarity. There’s no down-the-rabbit-hole confusion that is often the case once you start to delve into the depths of a site.

This is an important factor in the way that websites are employed. Back in the day, the only way that a company could show a potential client how nice and cuddly/cool and efficient they were was by arranging ‘a trip around the factory to see our latest facility’. And for those of us brought up with the smells of metalworking and warehousing in our noses, these were (and still are) a joy to experience. Usually. But such trips are time-consuming for staff and can only ever bring a handful of people to the party. The wise among us recognise that a trip through a good website replaces the time-honoured factory visit.

Forge has used its new website to demonstrate the extent of its knowledge base – via the section titled Knowledge Zone, conveniently enough. It’s a go-to section of stuff that is useful to know if you’re engaged in the more technical end of the lighting game. For companies in this position it’s vital to develop that sense of expertise-in-depth. After all, the clients that come to Forge are likely to be betting the house on their latest product ranges, and the quality of the light sources will be the making or breaking of them. That’s quite a responsibility to bear for the OEM developer.

But once the company’s calibre is established, it must come down to the product itself. If you’re not a specialist in custom optical design and LED engines, you’ll appreciate that the website provides solutions by Applications. Unlike most lighting company websites, this is a programme of technical components rather than finished luminaires. That can make for a daunting read for the non-luminaire designer, so this approach provides yet more learning possibilities for the non-specialist.

The Applications section is a valuable asset for the site. It provides insights into lighting solutions for a whole range of uses: hospitality, retail, horticulture, leisure, street lighting, aquarium, industrial, white goods, highways, commercial, passenger information, gaming. And if you can’t find something there to pique your interest, you’re probably in the wrong website, or profession.

 

And so to the Products section. This shows the extent to which the company has developed from the LED retrofit modules that its recent reputation was built on. There are six headline sections within the product range section.

Flexible LED. A comprehensive range of LED strip, all with high colour rendering and a range of colour temperature.

Light Engines. The LED light engine has been at the core of Forge’s business. Here we see continuing developments of linear fluorescent applications, bulkhead luminaires and square and rectangular fittings. 

Downlights. If there’s one area of the burgeoning LED marketplace that is fraught with commercial hazard, it’s this one. Quality product has to compete with a host of no-name, no-quality rivals and lookalikes. This is where the excellent reputation of Forge will stand it in good stead.

Displays. A specialist sector when viewed from the architectural marketplace. Again, so much of this componentry relies on the company’s reputation for reliability and robust build quality.

Finished Solutions. Exploiting its OEM connections, Forge is now offering a range of complete light fixtures using its own downlights as the light source.

Optics. Optics is the coming market for luminaire development, whether controlling multiple chip arrays or single module. Forge offers standard and custom optics.

And it doesn’t end there. There’s a micro-guide to the company’s Manufacturing process and an invaluable Resources Hub – that vital link from website to the physical world of print documentation.

Here we have a website that rewards the visitor for the time spent on browsing through the content. Congratulations Forge.