Soft launch - the Aurok website is up...

[Kiwi]

https://www.aurokcomposites.com/

 

I'd be grateful for a fresh set of eyes, so if any of you would like to pick holes in it over the weekend, feel more than welcome.  It's taken 3 months for me to put the site together after some intense reflection on what to offer and how to offer it.  I find it easy to lose track of small details like wording consistency, or a lack of clarity on specification after my nose has been up against the glass for so long.  Basically I've standardised products based on what we've been asked for in the four batches made so far.  For example, no demand for wooden fingerboards (which surprised me as I really like how they tame fret noise) and no block inlays, so we aren't going to offer them as part of the standard spec.  Also, because we're low volume, I can tend to each order personally so no need for a complicated ordering system...yet.  (I'll have to look at scaling production capacity and embedding QC before that becomes feasible.)

 

On Sunday evening, I'll email an update to subscribers and post on Facebook.  

 

Cheers!

[ped]

Looks good so far. Only thing I'd recommend is to help people build trust with you would be a bit more personalisation on the 'about' page. A picture of you with one of the necks, maybe a bit about you having moved to China and so forth helps people realise where you're coming from and the face behind the business. You wouldn't want UK/US/EU customers being put off (wrongly) because they see it's a Chinese company and become wary for whatever reason.

 

It would also be great to see more of the process, workshop, materials etc.

 

In time, testimonials and warranty/support info would be reassuring, too

[Beedster]

15 minutes ago, ped said:

Looks good so far. Only thing I'd recommend is to help people build trust with you would be a bit more personalisation on the 'about' page. A picture of you with one of the necks, maybe a bit about you having moved to China and so forth helps people realise where you're coming from and the face behind the business. You wouldn't want UK/US/EU customers being put off (wrongly) because they see it's a Chinese company and become wary for whatever reason.

 

It would also be great to see more of the process, workshop, materials etc.

 

In time, testimonials and warranty/support info would be reassuring, too

 

That's great advice, especially the bit about describing you as a bassist who moved to China (and one with a well documented fascination with and knowledge of graphite necks) as opposed to just another manufacturer. Good luck with it all @Kiwi

[Beedster]

Love that the word 'precision' is on the front page 🤣

[Acebassmusic]

I have in the past put together websites and they took me waaaaay longer than I thought they would as I'd underestimated the work thats goes into them. 👍

 

Overall I think its a well laid out site, easy to access the info you want. I'm in agreement with the above that there could be more "personalisation" within the text to show you're not another faceless Chinese corporation. The only other thing I would comment on is the workshop photos could do with replacing as to me they don't give me the vibe of "high tech, precision manufacturing" but more "made in a shed" (especially the one on the custom order page with boxes of rubbish). Good luck. 👍

[Hellzero]

The photos of the necks are not correct when it comes to the headless 4 a it's the headless 5, the MM with adjustment at the headstock are the photos of the ones with adjustment at the heel, only one photo for the custom order with a messy environment, as already noticed, isn't doing justice to your precision work.

 

In fact put high quality photos of the real product, not a generic photo of the model type.

 

Avoid the messy environment for the photos in the F.A.Q. too.

 

So far it looks like another typical Chinese crap purveyor according to the photos.

 

Correct this, and you'll instantly build a better reputation.

 

Remember that you only get one chance to make a good first impression...

[Kiwi]

12 hours ago, Hellzero said:

The photos of the necks are not correct when it comes to the headless 4 a it's the headless 5, the MM with adjustment at the headstock are the photos of the ones with adjustment at the heel, only one photo for the custom order with a messy environment, as already noticed, isn't doing justice to your precision work.

Yes, due to a lack of product photography.  I can either take the website offline for another month or two while I wait for customer orders to come through so I can photograph them or throw the pictures up with notes in the accompanying product descriptions. 

 

12 hours ago, Hellzero said:

So far it looks like another typical Chinese crap purveyor according to the photos.

Ouch.

[Hellzero]

Sorry for you @Kiwi, but you asked for it, and you certainly noticed that I'm a straight honest person.

 

It's just an observation, nothing more: one can always improve. 😉

[80Hz]

First of all, congrats on taking this from an idea to an available product with website! I see you've already acted on some of the earlier feedback, i.e. the background on how you ended up in China etc.

 

As the site develops - and I do appreciate that all this is a work-in-progress - you might consider tweaking some of the copy or rethinking how you present your key selling points. All the info you have up there is good, but I think some of it could be reorganised for clarity.

 

For example, I'd take this paragraph from its place in the middle of your FAQ

 

"Our mission is to deliver powerful low-end, enhanced articulation, and unwavering stability—transforming your instrument without losing its soul. This is for players who demand consistency, reduced playing effort, and the elimination of dead spots, in any environment."

 

...and place it in its own section on the home page. For example:

 

An Aurok composite transforms your instrument without losing its soul. Our necks offer

 

• Powerful low end and enhanced articulation
• Unwavering stability in any environment
• Precision and consistency for an optimized playing experience

 

Others have pointed out that your workshop photos aren't what they expect! Perhaps there's a wider marketing point that people associate what they perceive as a high tech product with a high tech manufacturing process - whether or not that's the case in reality. Careful photography will help. But maybe there's also an opportunity to tie manufacturing in China with the high tech aspect, presenting it as the ideal location for technical expertise and value. Tap into the growing awareness in the music world that Chinese manufacturing isn't automatically associated with a lower quality product. I'm sure your previous construction products company has given you valuable experience bridging the gap between western clients and Chinese businesses? I would be bigging that up.

 

Anyway, just another random internet person's food for thought.

[floFC]

@Kiwi I think the website is good and all necessary information is provided.

The FAQ read very well (and definitely do not sound like a cheap Chinese workshop), but a few typos need to be corrected:

Should be “entrepreneur”.

Should be “… in the same way as for any wooden neck.“

Should be “with your Aurok…”.

Should be “situation”.

 

Good luck with your enterprise. I would really like to try a graphite neck at some point.

[Kiwi]

50 minutes ago, floFC said:

@Kiwi I think the website is good and all necessary information is provided.

Good luck with your enterprise. I would really like to try a graphite neck at some point.

Typos are the kind of thing that I was hoping might be picked up.  Thanks!  Hopefully with more necks coming to the UK, there might be a chance to play one at a Bassbash somewhere, or maybe even the Guitar and Bass show next year if finances permit.

[floFC]

25 minutes ago, Kiwi said:

Typos are the kind of thing that I was hoping might be picked up. 

Good.

In the same sentence as “with your Aurok”, I just noticed that “received” has also been misspelt (currently recieved).

And yes, that would be great.

[ped]

What's the story behind the brand name?

 

Aurok is difficult to say or repeat without explaining the spelling, and AU makes me think of aluminium... I get that the full name is Aurok Composites but might it be better to have the word graphite embedded into the name?

 

Over time the reputation will carry it, but it might help with early brand recognition to be clearer about the USP as part of the brand name.

[itu]

Au = aurum = gold. 

Rok = Rok! 

[ped]

Oh yeah duh!

[Hellzero]

Or this, as the necks are black:

 

 

This is an auroch or aurochs, and it's very easy to pronounce.