Technical assignment for the marketer of the KARNO project
Goal - to create a strategic and content foundation for a website that combines the image part of the construction company with the existing online store of climate equipment (https://karno.ua/).
Project Goal
To create a modern, user-friendly, and trustworthy website for the construction direction of KARNO.ua that will represent the company's services, projects, and competencies. The site should visually and logically align with the existing e-shop KARNO, maintaining a unified corporate style.
Main Tasks of the Marketer
The marketer is responsible for developing the structure, positioning, and logic of the website's interaction with the user.
Analysis and Strategy
- Conduct a competitor analysis in the construction sector of Ukraine (5–7 websites);
- Define the unique selling proposition (USP) of KARNO;
- Create a portrait of the target audience (private clients, business customers);
- Develop brand positioning and communication tone.
Website Structure
Develop a logical structure for the main website (5–10 pages) that will include:
1. Home page – description of services, advantages, directions;
2. About the company – history, mission, team;
3. Services – detailed description of construction directions;
4. Projects – completed objects with filtering by type;
5. Contacts – feedback form, map, phone numbers;
6. (Optional) – news, articles, tips.
The marketer should consider interlinking between pages, navigation, and integration with the KARNO shop.
Visual and Content Direction
- Prepare a brief for the designer (main blocks, accents, CTA);
- Define the type of visual content (photos, videos, 3D visualizations);
- Create a content plan and recommendations for the copywriter.
Integration with the KARNO e-shop
- Develop a scheme for the interaction between the main website and the e-shop (links, buttons, banners);
- Define the strategy for transitions and redirects between domains;
- Consider a unified style and navigation system for both websites.
Interaction with the Team
- Agree on the structure and logic of the website with the company's management;
- Check the finished prototype in terms of usability and marketing logic.
3. Results of the Marketer's Work
1. Completed structure and site map;
2. Positioning and USP;
3. Page prototypes and content plan;
4. Recommendations for integration with the KARNO e-shop;
