About Zeroqu

Zeroqu is a platform built for those in the shipping industry that makes it easy for them to start working towards sustainability - beyond just meeting the bare minimum compliance.

Considerations that went into creating the site

Skip the problem-solution pitch

One of the insights that the founders and the leadership team at Zeroqu shared with us was: the maritime market is full of pitches with a problem -> solution framing. The reason it works is by establishing relatability very easily.

But what do you do when everyone else is doing the same thing? You look for alternatives that help you stand out.

An alternative way to relate to the reader is to state a point of view. And that’s why we used the "Green is Good" phrase on the site. The Zeroqu team already had this line with them when we started working and we decided to retain it. Such an opening line also helped set a very positive vibe / theme to the overall pitch - which again, more than anything else, is new in the maritime world and so tends to stand out with the TG.

Leverage framing techniques

Goal framing

Goal framing  is when you use language like "Kickstart & accelerate your journey to green" or "Smoothly accelerate your sustainability journey while hitting all your business goals" - they all signal a positive progression towards a goal - and they deliberately avoid reminding the reader about their struggles.

Emphasis framing

It’s when you use phrases like "joyful to use"  - it frames the experience of emission compliance and performance management as something positive and not burdensome.

Make strategic visual design choices

For the hero section, we definitely wanted to avoid showing ships because every website in the sector does so. We were asked to just go with a green leaf. But then we thought it might be nice to have at least some visual clue about the sector. And everyone agreed with that - and that’s how the subtle hint of the ocean came along. The video effect also added some vibrancy and life to the hero section.

Structure information for readability

An important aspect of the landing page was to treat it like the 'front door' - one that guides a visitor to specific interior pages, without loading everything upfront. And that’s we kept just enough about the product and the solution in there. Someone who'd like to explore more can easily get directed to the relevant sections in the product page.

Also, the features and solutions copy was written strategically focus on what the reader can do ('you can do XXX') rather than just what Zeroqu does ('we do XXX'). Every feature has a benefit and each benefit ultimate ties to some fundamental ultimately value. Therefore writing this makes it more readable for the TG.

Pick concrete and abstract phrases wisely

Research has shown that when we want to signal potential or leadership, abstract language does a better job but when our aim is to provide clarity, specificity or when we want to enhance understanding of features and benefits - then more concrete language helps.

So for example "Green is Good" uses the abstract concept of "green" to represent environmental sustainability - it evokes great potential and leadership.

Similarly, usage of words like "modern” (platform) and “advanced” (emission Management and Performance Optimization) better convey innovation and leadership in the field.

When it came to features, we went with pretty concrete descriptions  - for example naming the specific compliances here "CII emission compliance, Smart EU ETS, Fuel EU maritime compliance” enhances understanding and relevance - which is the intent of detailing these features.

Final business outcome

The Zeroqu team has been promoting the product to its TG through its network, and their well designed website has been a key in ensuring that their pitch is not lost.