Best Industry Website

2013 Crystal Achievement Award Winners


  The manufacturer shifted from a trade-oriented site with a wealth of technical and product information to one geared toward the high-end consumer.

Large Manufacturer


Kolbe & Kolbe Millwork Co. Inc.

Wausau, Wis.

The new was designed to not only be consumer friendly, but to provide a destination that informs and inspires. The website is part of a larger, multi-faceted consumer campaign that received a 2013 Crystal Achievement Award for Most Innovative Marketing Program.

One of Kolbe’s challenges in launching a consumer website was the brand’s lack of consumer-friendly branding. While it’s previous site had a wealth of technical and product information, it was designed specifically for trade partners, including dealers, architects and builders, and offered little that would resonate with consumers. Kolbe’s first step in developing an effective consumer website was to use syndicated research to determine the target audience’s demographics, as well as their characteristics. Kolbe determined its target audience of affluent women saw themselves as unique, knowledgeable and savvy when it comes to purchase decisions.

As a result, the theme line ‘We’re for the visionaries’ was born. The theme embodies an upscale consumer tone and experience, and takes advantage of Kolbe’s lack of consumer recognition by positioning the brand as exclusive, unknown to the masses and professionally preferred. Kolbe applied it to all creative elements of the campaign—including the website. From the home page to the inspirational photo gallery and case studies, beautiful product photography and design-focused language, the entire site conveys a high-end lifestyle.

Photo galleries and case studies are designed to inspire consumers, with an interactive feature enabling site visitors to save information on products, options, etc.  

The My Vision interactive feature allows users to save inspirational photos, products, options and finishes to an online portfolio that they can share socially, email or print. Users can share their vision with friends, family or the Kolbe professional they are working with. Other new consumer-friendly features include a section that invites users to learn about window and door anatomy and product options in a language they can easily understand.

With the goal of converting interest into sales, the website encourages visitors to use the Kolbe dealer locator, a tool that makes it easy to find a showroom or connect with a professional. Knowing that social networks like Facebook, Pinterest and Twitter are a part of target consumers’ daily lives, the website incorporates direct linking to these social pages, where they can find content that demonstrates an understanding of high-end design.



Small/Medium Manufacturer

  Seaway's Web site
  The home page for LaCantina's new site.


LaCantina Doors

Oceanside, Calif.

LaCantina Doors redesigned and launched its corporate website to provide a stronger visual presentation, more robust content, easier navigation and better product education, as well as elevate its brand image. With a visually stunning home page, the redesigned site incorporates the same new look and feel of LaCantina’s other marketing, advertising and collateral materials to help build synergy. The user experience and navigation is intuitive and effortless compared to the manufacturer’s previous site, it reports.

A new and improved gallery with large product and application images can be filtered by category, material type, use and lifestyle. Product detail pages provide easy-to-navigate product features, options and a mini gallery. A new robust “Learn” section educates consumers about folding doors, components, applications and performance, including DP and NFRC ratings.

Product detail pages highlight features and options and  numerous options, and incorporate a mini gallery that shows various applications.  

The site also features a stronger Resources section for FAQs, customer service, support and install instructions. Case studies and Featured Project sections support and recognize architects and dealers. A Professional/Dealers section allows architects and designers to download product details including CAD drawings, illustrations and specs.

Other new features include a Video section that enables visitors to watch TV shows featuring LaCantina doors. The video player also offers social media sharing capabilities.

A new Blog section enables the company to highlight product news, features and other updates. A Twitter bar on the home page with current tweets, along with social media links on the bottom navigation, further integrate the site to all social media profiles.

The new site has resulted in an increase of returning visitors of 40 percent, an increase of time spent on the site of 35 percent, an increase in direct and organic traffic of 90 percent and an increase in quoting activity of 120 percent, the manufacturer reports. The site was recognized as “website of the day” by and received a bronze American Advertising Federation Award.




  Interlock USA's Web site
  Built on responsive web design, the new site is automatically optimized for whatever device the visitor is using.


Deceuninck North America

Monroe, Ohio

Deceuninck North America is a designer and extruder of vinyl products that serves manufacturers of window and door products, as well as distributors of its outdoor deck and railing product lines. In developing its new website, the company needed to serve its direct customer base along with outside audiences such as architects, builders, contractors, building owners and homeowners. It needed to carefully examine the ways its audience viewing patterns were evolving. The resulting new site delivers a well-designed, interactive interface. Visitors to the DNA website are instantly in touch with an array of information, web tools and online applications. Easy, intuitive navigation and consistent, branded page templates reinforce the brand experience of Deceuninck. The website also offers a robust document library, a dealer locator application, and entry portals for homeowners and professionals.

The home page is dynamic, with rotating themes to provide interest even to frequent visitors.

A dynamic home page with rotating themes adds a sense of freshness to the site for frequent visitors and an opportunity to point users to new and interesting elements deeper inside the navigation. The site’s major innovation, however, is in where and how users can consume the information. Incorporating Responsive Web Design, the site dynamically renders for whatever computing environment the viewer is using. On the desktop or laptop, a full widescreen version appears. On a tablet, smart phone or mobile device, a more compact, fully robust version is rendered. The entire experience reads as user-friendly, intuitive and mobile forward. Deceuninck incorporated the innovation based on changing media consuming patterns and how audiences have transitioned to a mobile mindset.





Other 2013 Crystal Achivement Award Winners:




Most Innovative Window

Large Manufacturer
VSS No Leak Solar Powered Fresh Air Skylight
Velux America

Small/Medium Manufacturer
Hybridex and Tri-Bridex Windows with 5 Seal Defense System
Durabuilt Windows & Doors



Most Innovative Door

Large Manufacturer
Lemieux Torrefied Door Collection
Masonite International Corp.

Small/Medium Manufacturer
Series 9600 Four-Track Sliding Vinyl Door
MGM Industries


Most Innovative Component

Solutions by Veka USB Charging System
Veka Inc.

Z-Series Articulating Cap Sill
Endura Products Inc.

Glass/Glazing Component
View Dynamic Glazing
View Inc.






Most Innovative Plant

Solar Innovations


Most Innovative Machine

IG Production/Glazing
Erdman 400 Series Spacer Applicator
Erdman Automation Corp.

Frame/Sash/Door Fabrication
SMI-LP-DM90-F Automatic Double Miter Saw with Inline Fabrication
St├╝rtz Machinery





Most Innovative Marketing Progam

Large Manufacturer
"We're for the visionaries" Consumer Campaign
Kolbe & Kolbe Millwork Co. Inc.

Small/Medium Manufacturer
Radio Campaign
Mathews Brothers Co.

Industry Supplier
Genius Ultra-Performance Window Launch
Deceuninck North America


Best Product Literature

Large Manufacturer
"We're for the visionaries" Consumer Brochure
Kolbe & Kolbe Millwork Co. Inc.

Small/Medium Manufacturer
Product Brochure
LaCantina Doors

Industry Supplier
Product Literature Overhaul
Phantom Screens


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