Digitally optimised

Modern design and easy navigation through individual areas inspire on the new Franken Maxit website.


The website of Franken Maxit (Azendorf) has been given a visual makeover and a host of new functions. The focus is on practical problems: planners, specialist dealers, tradesmen, builders and representatives of the housing industry now have their own area on the homepage. The new "Products" section, which is linked to a comprehensive database, also offers quick orientation. These and other innovations - such as application solutions and a download centre - can now be found at

Only the logo and the colour scheme are reminiscent of "old times". Otherwise, the mortar and plaster manufacturer Franken Maxit (Azendorf) has completely revised its homepage: Optics, structure, functionality, navigation, information density, practical relevance - they have lent a hand everywhere. The result is a contemporary website with an appealing design that is oriented towards the everyday life of professional customers and shows maxit solutions for their tasks.


Practice-oriented navigation without detours

Those who visit the new maxit website usually do so against the background of a concrete construction-relevant question. Based on this premise, the company has recorded its approximately 2,500 products from nine product divisions in a large database. The new "Products" section provides uncomplicated access: it guides the searcher from the divisions (e.g. "Plaster") via the exact product groups (e.g. "Interior Plaster Lime") to the appropriate Maxit products. Finally, their detailed view offers a wide range of differentiated information - for example, on properties, processing or even storage. Particularly practical: Each individual product display has an integrated dealer search.

The "Configurator" section is even closer to the concrete application by allowing a rough selection from supercategories such as "Interior Wall" or "Tiles" in advance. A wide-ranging filter system then offers the option - similar to the vehicle configurators of large car manufacturers - of combining a variety of product requirements and tasks. For example, "mineral finishing plaster" can be linked with the substrate "brickwork". In the end, the searcher receives exactly the maxit product that combines all search parameters. "When designing the new website, the focus was on getting all trades to their destination quickly and, above all, in a solution-oriented manner," says Reinhard Tyrok, Head of Marketing at the maxit Group.

Directly addressing the target groups

In other respects, too, the new Franken Maxit website tries to guide everyone on the basis of their profession. Separate areas for "architects and planners", "specialised trade", "skilled tradesmen", "builders" and "housing industry" are offered directly on the homepage. In the respective section, for example, suitable reference objects and maxit solutions can be found. Visitors can archive relevant information for themselves in the comprehensive download centre. The "Worth knowing" section also proves helpful for building professionals. Here they can find important information and forms, such as exemption certificates or various applications. 

Franken Maxit presents the innovative "Mörtelpad" separately from the other products. Thus, the central homepage contains a link to the corresponding micro-website Similar solutions can also be found on the website for other innovations from the maxit research department. The social media channels are also integrated: In order to offer the highest possible user value, the intention is to interact more intensively with interested parties on Google+, XING, Facebook and YouTube in the future. Of course, the new website is "responsive" and adapts to different screen sizes. This means that it can also be used optimally with small-format tablet computers or smartphones.