Redesign site for this brilliant, proven motorcycle accessory

Bohn

We're looking for a great redesign for our very successful Bohn Armor Pants http://www.Bohn-Armor-Pants.com
Our customers find us from print and online ads, and generally do not initially know what our product is or how it works.
This product is not an obvious choice for riders thinking about protection, but when the details are explained it makes sense, people buy and are very very happy!

The existing approach has been successful for a number of years, but we are keen to try a new sharp modern look which clearly explains the principles, features and benefits of our product.
We want to improve usability by arranging the information in a clear, logical and unfussy form, and make it easy to order.

The object is to sell, and a designer with direct response marketing will find this project a fun challenge!

Our buyers are generally between 45 and 70 year old motorcyclists, with the majority men, but many women riders too.
They are very often professional and well educated, and not particularly price conscious.

Our most popular buyers ride traditional motorcycles, like BMW and Triumph, but we sell to Harley & cruiser style riders too, and this is a huge potential growth area.
They have often ridden for decades, but feel a need for protection as they get older. Many buyers are also novice, middle aged riders.

As above, we need a sharp new design, which conveys the information to visitors in a way that makes them understand an want to buy!
This product is quite unique, and non-intuitive - so we have to explain the reasons why it is tremendously better than our competition - which is kevlar reinforced jeans.

One feature we would like to implement, or try, is to give visitors the chance to Quick Order (on the first screen view) giving a summary and order (like Amazon)) without scrolling through a long page.
There's quite a lot of detail to absorb, so a simple graphic layout is preferrable to a big fussy one.

We are quite open to changing the sales letter approach to a more impersonal description so we welcome all approaches!.

We will also have a male video demo available shortly, but I'm not sure whether this should feature at the top or lower down the page.

Images: you can use any images from http://www.Bohn-armor-Pants or http://www.ActionStation.com for your visuals.

Any other questions, please ask!