The Unique Challenge
Dura Supreme is one of the leading custom cabinetry manufacturers in the Midwest – and it needed a robust website that conveyed the scale and beauty of its offering while also providing users with a streamlined, intuitive experience. To get there, Dura Supreme came to Perrill with the goal of creating and launching an ambitious digital showroom.
01Creation of a new Brand Messaging Strategy informed by interviews and competitive research
02Content writing backed by an all-new brand voice and targeted SEO initiatives
03Custom-designed website to showcase quality of brand and beauty of cabinetry
04Strategic targeting of both homeowner and dealer audiences
05Marketing plan highly focused on improving search visibility through on-page and off-page SEO
A User-Loved Brand
The process of creating a more engaging and compelling website infrastructure began with the Brand Messaging Strategy, which saw the Perrill team working closely with Dura Supreme to understand the organization and its goals – including in-depth interviews and a walkthrough of its 200,000-square-foot manufacturing facility. The result was an original and highly targeted brand voice paired with a gorgeous design and imagery of Dura Supreme’s exceptional cabinetry. The website also featured a “favorites” functionality powered by favoriteposts.com to allow users to save and share styles, finishes, materials, and more.
From Website to Showroom
Since the new Dura Supreme website did not include ecommerce functionality, the primary goal was to drive users from the website to a showroom that featured Dura Supreme cabinetry. After site-launch, dealer locater pageviews increased by almost 60%, putting users in direct contact with a way to interact with and experience everything the brand has to offer. A responsive, mobile-friendly design ensures site visitors can find a showroom from anywhere, whether on desktop, mobile, or tablet devices.
Easy to Find. Built to Convert.
Apart from driving showroom visits, the site was also optimized to increase phone calls – a metric that nearly doubled in the months following launch. Through user-centric content writing and design and both on-page and off-page SEO, Dura Supreme’s site was now far easier to find and more likely to convert than its predecessor, putting users firmly on the path of discovering and creating the cabinetry of their dreams.