Overview:
A family-owned kitchen and bath design firm with a storied past needed to update its image and revamp its business strategy to adapt to a changing competitive landscape and difficult economic times.
Challenge:
The oldest Wood-Mode dealer in Chicago, Better Kitchens had a well-earned reputation for personalized customer service, creative designs and excellent project execution. With an ever-expanding number of Wood-Mode competitors boasting lavish showrooms, the Niles-based kitchen designer had to re-evaluate its competitive strengths and leverage underutilized assets to expand its customer base.
Solution:
Starting with a comprehensive business analysis, de-lux.tv was able to determine the sources of profitable business from a client-type, geographic and marketing perspective. The results demonstrated that Better Kitchens was highly successful in a defined geographic area and enjoyed exceptional referral and renewal business from an existing, albeit aging clientele. In addition, the owner of the firm, Alan Zielinski, is a highly respected industry professional serving as the national Vice-President of the NKBA. This position often affords media exposure that de-lux.tv leveraged.
To take advantage of the positives, de-lux.tv designed a business development program aimed at providing a personalized introduction to Better Kitchens long before a prospect walked into the showroom.
Starting with a search engine optimization analysis de-lux.tv identified the most productive keywords for Better Kitchens to target. Using these results a new website was designed and fresh content authored that would deliver an excellent Google rank while providing useful information to the consumer.
To engage potential buyers on a deeper level, interviews with the Better Kitchens team and satisfied clients were produced and syndicated. How-to videos were also created to position Better Kitchens as an excellent source of practical information. In a sea of kitchen design competitors showing pretty pictures, the Better Kitchens marketing message focuses on people, process and client priorities.
Results:
With the right copy in place and engaging content such as the video below, traffic to the Better Kitchens website doubled, conversions increased and we earned first page SERP results for both nation-wide and local key target phrases including: