Window Nation has provided premium windows, doors, siding, and roofing for over 11 years to the Northeastern Ohio, Northeastern Virginia, Washington DC, Pennsylvania, Delaware, New Jersey, and Maryland areas. Highly-skilled licensed professionals install their products with quality care. Each product comes with comprehensive service and installation warranties.
Despite all these industry-leading services and products, Window Nation’s website did not reflect this. When Window Nation approached a venture capital firm looking for funding, they were told to improve their web presence. Their site lacked organization, leading users down multiple pages to learn even the simplest information on window installation. Their lead generation tactics were minimal, and certain pages were visually unappealing. When they finally reached out to initiate a website redesign, we were able to narrow down their concerns:
Limited, repetitive content that was difficult to find
Poor site navigation and architecture
Loud designs for promotional offers, making them intrusive
Lack of integration with CRM/marketing automation
Lack of consistency in templates and calls-to-action
Further discussions revealed Window Nation wanted to take back some of their marketing in-house while reducing costs, and achieving better results. After discussing the strengths and weaknesses of their current site, and where to go from there, Window Nation told us their ultimate sign of success: increased leads, increased conversions, and customers referring to their website during the purchasing process.
We approached Window Nation’s website redesign with their concerns in mind. We began by auditing their current site after interviewing several members of their marketing team. Digging into their Google Analytics allowed us to determine what pages weren’t working, based on exit and bounce rates. This also helped us create a rough sitemap to present to the client.
Unique drop-down menu style
Contact information in the header
Resources on the homepage and showroom pages
Custom post types for location data, resources, reviews, and team members
Custom payment form with authorize.net integration
HubSpot forms embedded for WordPress
The updated design presented a much cleaner, easier-to-navigate website. Before, the site was cluttered, and there were no resources for visitors to become more educated about the industry and Window Nation specifically. Offers also flooded the page and distracted visitors from where they needed to go - and discouraged them from giving their information. Buttons for the “free estimate” tool smothered all the pages as well.
After, the site’s imagery became more crisp, with less pop-up offers cluttering main content. A cleaner and better navigation helped users find what they truly needed: content relevant to their window, siding, doors, and roofing needs.
The cleaner design and new elements also resulted in better traffic for the website, including specific metrics such as:
(October 2, 2019 - December 19 2018 vs. July 15, 2018 - October 1, 2018)
Sessions are up 12.99%
New users are up 12.75%
Organic traffic is up 30.04%
The custom features created for Window Nation’s site helps their marketing and sales team drive their efforts. With forms integrated with HubSpot, valuable contact information is instantly synced so they can create highly-targeted campaigns, and monitor their lead’s activity and progression through the buyers’ journey.
With dedicated “Resources” areas, Window Nation can display content targeted to their audiences to help them understand their products, and ultimately, purchase from them. The custom modules we created for Window Nation will allow them to dive into other marketing areas they previously could not like press releases and videos. A more focused approach with their calls-to-actions throughout the website leads users to the more detailed information they need before making their final choice.
The redesign itself leads to quicker load times, which enable better traffic results. While still relatively new, the redesign looks to be on a positive trajectory for Window Nation’s sales and marketing teams.
By: Roman Kniahynyckyj
Roman has been helping clients develop and implement revenue enhancing inbound marketing strategies since 2009. Prior to becoming an inbound marketer, Roman was a management consultant with Ernst & Young, Booz Allen Hamilton, BearingPoint, and KPMG. Roman's relentless focus on client satisfaction and client results has garnered accolades from many clients and teams.