The move

The page opens with the headline "606 Universal Shelving System" and, below it in lighter weight, "Designed by Dieter Rams in 1960 and made by Vitsœ ever since". Below sits a wide photo of an exposed-brick room with shelves, an arc lamp and an arched window. A blue "How to start" button sits at the right of the sub-nav.

Why it works

• Our readThe headline puts the designer and the unbroken production date first, so the pedigree is the argument before any product copy.
• Our readA lived-in room photo suits shelving, since the reader sees books, a lamp and a brick wall around it. The single button says where to go next.

What not to copy

Don't borrow Rams or the date. Keep the quiet header, the one wide room photo and the single action in the sub-nav, and trim body copy to a few lines per section.