THE CHALLENGE
Milgard Windows and Doors wanted to redesign their website with the goal of becoming a best-in-class site. To add to the challenge, it had to be live in four months for the largest trade show in their category, the International Builders Show.
THE APPROACH
HMH held consumer and trade focus groups in multiple cities, as well as phone interviews with key stakeholders, to better understand audience needs. Research revealed that although information for consumers is abundant, it's also complicated and hard to locate, creating confusion about the window replacement process. Moreover, the trade audiences felt burdened with educating consumers about appropriate products for their project. With this opportunity identified, Milgard set out to become the trusted advisor in the category.
THE WORK
We developed site architecture that balanced educational content with relevant product information, and a trade site to provide quick access to product specifications. A clean look and feel further sets the Milgard website apart. Finally, we optimized the site's copy and implemented a robust set of key search terms to improve Milgard's organic search listings.
THE RESULTS
Launched just before the trade show, Milgard management gave the site rave reviews. And website metrics echo its success. Sixty days after launch, Milgard ranked in the top 10 in 190 of 300 key words targeted for search engine optimization — three times their nearest competitor. Despite the economic slowdown, leads generated by the new website have tripled over last year, proving the site is doing its job — converting visitors into potential buyers.
