GLOBAL: X-Laser has launched a completely redesigned website, xlaser.com, marking a significant milestone in the brand’s evolution under the Elation umbrella and reinforcing its focus on clarity, usability and real-world relevance for professionals exploring laser technology. Completed in just under three months and timed to coincide with LDI 2025, the new platform reflects a cleaner, more intuitive approach to how users research, evaluate and purchase laser systems in today’s entertainment technology landscape.

The redesign centres on improving structure, navigation and content while preserving technical accuracy and depth. A key objective was to fully replace the legacy site and eliminate fragmented navigation, resulting in a streamlined architecture that makes it easier for visitors to understand X-Laser’s product categories and locate specific solutions with fewer clicks. The site’s refreshed layout is designed to mirror how users actually approach system selection, from early-stage discovery through to specification and purchase.

Commenting on the launch, Eric Loader, Global Vice President of Sales and Marketing at Elation, said, “We’re really pleased with how our team came together and delivered this on a firm deadline. The new site strengthens the X-Laser brand and gives users a clear, practical way to explore the systems and see how they fit into real-world projects and productions.”

One of the most notable enhancements is the introduction of application-based navigation, guiding users directly to suitable products whether they are seeking production-grade laser fixtures or systems aimed at beginner-level mobile entertainers. The interface has also been optimised for mobile use, acknowledging the needs of entertainment professionals who frequently browse and research equipment while on the move.

The new website also introduces refined purchasing pathways aligned with different product categories. Accessories, LaserCube and Aurora models are now available for direct online purchase, while more advanced Skywriter and Triton systems—now distributed by Elation—are supported through request-based pricing and configuration assistance. This hybrid approach reflects varying customer expectations while remaining accessible to those new to professional laser systems.

From a visual and technical perspective, the platform showcases updated branding and upgraded collateral designed to better support X-Laser’s product range. New photography across the lineup highlights form factor, build quality, IP ratings, and mounting and control options, while rebuilt product detail pages now include downloadable resources such as console fixture profiles, demo files and other technical assets. Redesigned specification sheets place emphasis on key data points including power draw, laser diode output and fixture weight, enabling faster and more informed product comparisons.

Beyond its immediate improvements, the launch establishes a foundation for future enhancements. Planned additions include a new variance application page, a variance and U.S. FDA compliance guide powered by LLM technology, and an improved dealer map to help users connect with authorised X-Laser retail partners. Collectively, these developments support X-Laser’s ongoing objective of making professional laser systems more accessible, fully compliant and easier to deploy within a wide range of entertainment and production environments.