Project overview

AminoUSA is a professional brand focusing on research-grade products for laboratory and scientific research purposes. Its core audience includes scientific researchers, laboratory and institutional purchasers. As the product and content system continues to expand, the client hopes to build a brand official website that not only reflects scientific rigor and professional credibility, but also has long-term expansion capabilities, so it turned to AIRSANG for website planning and design. The project is built on the WordPress platform. We focused on completing the website architecture planning, product classification system, content hierarchy, page visuals and user browsing path design, and strengthening trust information such as third-party testing, quality and scientific research positioning, so that the website can clearly display complex products, while supporting subsequent new products, scientific research content and continued business growth.

https://aminousa.com

Project Challenges

AminoUSA belongs to the field of professional scientific research. The website must not only reflect scientific rigor and brand credibility, but also avoid overly complex information that affects user understanding. The core challenge of the project is how to clearly present research-grade products, testing quality and compliance information, while establishing a website structure that facilitates continued expansion of products and content in the future. In the early stage, we first sorted out the brand positioning, target users and core business needs, and analyzed the product classification, content level and user browsing path; then we planned the website navigation, product classification system, page structure and trust information display method. Before entering the visual design, we first established a complete information architecture to lay a solid foundation for subsequent WordPress page design and long-term expansion.

Phase One: Website Strategic Planning

Clarify the core purpose of the website

Before we start with page layout or visual design, we first agree on a key question:

What does this website have to deliver within the first 5 seconds after a visitor enters the site?

For AminoUSA, the answer is clear:

• Convey the scientific expertise and credibility of the brand immediately
• Let visitors build trust in product quality, purity and testing standards
• Clearly guide users to browse products, reducing understanding costs and operational resistance.

This clear goal has also become an important basis for subsequent website structure and page planning.

Identify your target audience

Unlike e-commerce websites targeting ordinary consumers, AminoUSA’s main audience includes:

• Scientific researchers
• laboratory
• Institutional Procurement Officer
• Visitors with professional knowledge and attention to detail

Therefore, websites need to avoid:

• Overly marketing language
• Sales visuals that are too strong or oppressive
• Design styles that follow trends but may undermine professional credibility

On the contrary, we pay more attention to a professional brand tone, concise and clear page layout, and restrained and logical visual expression, so as to establish a brand image and user experience that is more in line with the characteristics of the scientific research industry.

Phase Two: WordPress Website Structure Planning

Design a clear information architecture

Content structure is a very important part of WordPress website construction. For AminoUSA, we divided the entire website content into clear and logical levels, allowing users to quickly understand the website structure and find the information they need smoothly.

main navigation target

• Help users discover products without overstuffing them with information
• Provide users with quick access to scientific research-related information
• Clearly display policies, regulations and compliance content
• Clearly distinguish popular science education content from product purchasing behavior

Each menu item has a clear function and purpose, and no columns without practical value are set.

Product organization with classification as the core

When planning product lists, we classify them according to actual scientific research purposes and functional categories, rather than using marketing-oriented concepts or promotional vocabulary. Such a structure can help visitors:

• Quickly understand the product category you are currently in
• Browse related products with logical connections
• You can still search clearly and smoothly when facing complex product catalogs.

For brands that focus on scientific research and professional users, this kind of website structure that prioritizes product classification is especially important, because clear, accurate and easy-to-understand information is often more important than strong marketing persuasion.

The third stage: home page layout strategy

Use the homepage as the core entrance to brand credibility

The homepage is not just a brand introduction page, it also determines the user’s first impression of the entire website and establishes psychological expectations for subsequent browsing.

For AminoUSA, we positioned the homepage as an important entry point to brand credibility, balancing a sense of professional authority with the readability of information.

First screen information planning

The first screen of the homepage focuses on the following content:

• Brand name and brand identity
• Brand positioning with scientific research as the core
• Professional and rigorous tone of expression
• Clear but not overly stressful guidance for action

The overall copywriting avoids exaggeration and over-marketing, but uses professional and restrained expressions to enhance users’ trust and recognition of the brand.

Trust information that is not overly packaged

Instead of using long text descriptions, we have added more intuitive trust information to the front of the page, including:

• Emphasis on American manufacturing background
• Display information related to third-party testing
• Highlight product purity and quality standards

This content will appear first before users browse the product in depth, helping the brand to establish professionalism and credibility earlier.

The fourth stage: page design coordination

Let design serve structure rather than let structure accommodate design

A common problem in website projects is to start with the visual effects first and then adjust the page structure in turn. Our approach is the opposite.

For AminoUSA, we adhere to the following principles:

• Determine the website structure first
• Improve information clarity through design
• Use visual elements to enhance content hierarchy

This method can ensure that different pages remain unified. Even if products and content are continuously added later, the entire website can still maintain a clear and stable visual and information system.

Color and visual language

The website uses purple as the main visual color to convey:

• Science and professionalism
• Calm and rational brand temperament
• Create visual differentiation from similar brands

We do not use color as a simple decorative element, but use it purposefully according to the information level of the page. We use color to guide users to pay attention to key content and highlight key sections, while avoiding the visual complexity of the page or information interference.

Stage Five: Product Page Framework

Unify product page structure

Instead of designing a completely different page for each product, we established a set of product page frameworks that can be reused and easily expanded, including:

• Clear product title and product identification information
• Properly display the visual hierarchy of packaging and labeling information
• Structured product information module
• Ancillary content to enhance user trust

This unified page structure can not only improve the user browsing experience, but also facilitate the subsequent addition of new products, making website expansion more efficient and stable.

Reduce users’ information understanding costs

Scientific research users usually browse pages quickly, but at the same time have higher requirements for information accuracy. Therefore, we focus on the product page structure:

• Prioritize display of the most important core information
• Avoid cluttering the page content
• Keep your language precise, controlled and professional

The final product page is more professional information display, rather than the traditional e-commerce page form that overemphasizes promotion and sales atmosphere.

Stage Six: Ancillary Content and Brand Pages

Education and information pages

In addition to product content, AminoUSA requires further explanation via a separate page:

• Brand positioning in the field of scientific research
• Product quality and testing process
• Compliance Information and Usage Disclaimer

These pages are just as important as the product pages, so we maintain consistent standards in design and structure planning to ensure that they fit naturally into the overall website system rather than becoming an ignored subsidiary content.

Footers and functional pages

Although often overlooked, the footer is actually an important part of building trust in your brand.

We have organized the following content clearly:

• Policies and Terms
• FAQ
• Company information
• Contact information

Through a concise, clear and user-expected page structure, visitors can quickly find the information they need, while further enhancing the transparency and brand credibility of the website.

Project results and effects

Build a website that balances trust and scalability

The final AminoUSA website achieves:

• Clear brand positioning
• Well-structured, intuitive and easy-to-use website navigation
• Uniform and consistent page layout
• A browsing experience centered on scientific research and professional information

More importantly, this website structure provides a stable expansion foundation for the brand to continue to increase products, content and business.

Improve user trust

Visitors can now:

• Understand brand positioning more quickly
• Browse and find products with clear logic
• Enhance trust through professional and transparent content presentation

The entire website helps users complete judgments and decisions through a clear information structure, rather than relying on strong sales guidance, thus forming a more professional, credible and consistent user experience that is consistent with the characteristics of the scientific research brand.