Web Page Design for SafeChild Wristband

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This customer received 97 web designs from 6 designers. They chose this web design from Sbss as the winning design.
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Web Design Brief
Hello. I make a device called the SafeChild Wristband. I have two web sites, www.safechildinc.com and www.safechild.us. The first one is an online store template from GoDaddy and the other a Wordpress template I purchased. The problem I have is neither one of them is producing sales.
I've been told by several people I need to redo my web site to make it more targeted to mothers of young kids, but I'm drawing a blank because I'm not a good designer. I have attached a report on my site produced by a design firm on why my sites are not producing any sales. An example of a good web site is www.sproutling.com, a product which has sold out. You don't have to copy this web site's design, but a design similar to this may look good. Another good design is www.maillift.com. Again, don't limit yourself to these designs. I want a design that is original because I don't want my site to look like a copy of someone else's.
My site will be a product page for just the Safechild Wristband and additional color bands that can be purchased with it. The site needs to communicate safety for parents of young children. So it needs to have a somewhat playful-looking design that kids would enjoy, but also needs to be serious enough so that parents will be convinced to buy the product.
If the site could be done as a Wordpress theme this would be great, but not completely necessary. Wordpress would allow me easy payment integration, but I can do this via other means as well. I can also convert any site into a Wordpress theme easily.
Feel free to add any of your own images or text you think would help sell my product. By all means feel free to add your own art.
Target Market(s)
Mothers of young children, 0-8 years old.
Industry/Entity Type
Electronics
Coding
Coded - Design and coding required
Number of Pages Required
5+ page
Font styles to use
Look and feel
Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.
Elegant
Bold
Playful
Serious
Traditional
Modern
Personable
Professional
Feminine
Masculine
Colorful
Conservative
Economical
Upmarket
Requirements
Must have
- Must have these pages: Home/Product, About Us, Contact Us, Support/FAQ, Shopping Cart Design
Nice to have
- Shopping cart functionality