2014 Dealer of the Year: Excellence in Website Design
LEADERSHIP: Jim Scarr, president and CEO; Mario Grandinetti, marketing director; Andy Grandinetti, business manager
LOCATION: Sacramento, Calif.
SALES VOLUME: $9.5 million
PRODUCTS: Infinity replacement windows from Marvin Windows and Doors, doors from Andersen and Western Window Systems, Jeld-Wen Aurora fiberglass entry door system, ProVia fiberglass entry door system, James Hardie Siding
Since Mario Grandinetti, marketing director for Hall’s Window Center, began working for his parent’s company in 1999 he has been part of four website updates. HallsWindowCenter.com’s latest incarnation, launched in mid-September, is a departure from traditional window and door sites—stressing branding over product and using the latest technology to tie into marketing.
“The most important thing is that someone’s first impression is who we are as a company and what we stand for,” says Grandinetti, who has owned Hall’s Window Center with his brother Andy and Jim Scarr since 2012.
|The Hall's WIndow Center team|
“Anyone can sell Marvin or Andersen; that doesn’t make us unique," he says. “We don’t just replace windows and doors. Homeowners come to us for the tough projects. If someone wants something other than the typical replacement window, HWC is where they go. We do complete tear outs, new interior and exterior trim, and will convert windows to French doors. We’re more like a remodeling company.”
The Hall’s Window Center site, developed by the Purple Cow Agency, www.purplecowagency.com, highlights that sentiment right on the homepage with photos of Grandinetti and Scarr and the words “Demanding? Spoiled? Tough? Picky?—Then we’re the window and door company for you!” They back up their statements with links to social media and Guild Quality survey information.
“We survey each and every customer we do work for, and 65 percent of our clients fill them out. We get a good feel for what’s working and what needs improving,” Grandinetti says.
Other tabs on the site include one each for windows, doors, siding, contractors, projects, reviews and contacts. Along the right side of each page is a section asking visitors to “book an estimate.” Another easy-to-see tab in that section offers brochures, which helps to capture site visitor emails.
The company tracks site visitors via Google analytics and a particular phone number, so that HWC’s owners know which marketing tactic is bringing in leads. “We know when someone calls from the website phone number,” Grandinetti says.
To really make the site turn leads into sales, the company has invested in Elcom, www.elcomcms.com, a robust content management system (CMS) that ties into HWC’s digital platforms including Sales Force and an email marketing system called Marketo, www.marketo.com.
“We can present different content to people based on the search terms they’ve used or based on their experience with the site. Return users will see different products or services we believe they’re interested in,” says Grandinetti.
|The new site also incorporates responsive design to make it mobile friendly.|
This strategy helps with conversion rates: If a visitor lands on the site and sees what they’re looking for right away, they’re more apt to get in touch with the company. The CMS also sends emails to visitors who have left an email address requesting a brochure or if they’ve been in contact with the company through a home show or showroom visit. While there’s a learning curve for setting up the system’s back end, Grandinetti knows the time required to do this will be well spent.
The new site also incorporates responsive design to make it mobile friendly, says Welton Hong, president of Ring Ring Marketing, who has worked with Grandinetti. “This means that the site automatically shrinks according to the size of the viewer’s screen. This is going to be the new standard going forward since it makes sites easier to navigate.”