Challenge

CNC Cabinetry faced a significant challenge in showcasing their unique market position and engaging effectively with both existing customers and new audiences as they planned to expand beyond the Northeastern U.S. The company's digital presence, particularly their website, failed to adequately reflect the CNC Cabinetry brand story or to intuitively meet user needs, hindering their sales process and future business opportunities. Wray Ward was tasked with repositioning the CNC website to foster growth and success.

At the heart of CNC Cabinetry's differentiation is their unique ability to leverage overseas ready-to-assemble (RTA) quality cabinet products, combined with operational and logistical efficiencies, allowing for faster delivery than competitors. Their commitment to providing "America’s best value in cabinetry" by balancing design, quality, and price sets them apart. However, they face barriers in a cluttered market where kitchen and bath dealers (KBDs) find it difficult to discern which partners can truly add value to their business. Established relationships, product availability, delivery speed, and logistical challenges further complicate their efforts to attract new business.

Solution

The strategy to overcome CNC Cabinetry's challenge revolved around creating a website that could more clearly articulate the brand's value proposition and support the sales process, especially as CNC looked towards national expansion. Understanding that "value" is perceived differently by their varied audience—from kitchen and bath dealers to homeowners and rental property managers—Wray Ward focused on developing a digital experience that could resonate with each segment by highlighting CNC's strengths in delivery speed, product quality, and customer relationships.

Key to the solution was the development of a new website with improved navigation and architecture to reduce user friction, encouraging deeper exploration of CNC's products and brand. The website was designed to clearly communicate CNC's value, offering clear paths for users to engage and take action. This approach was supported by creating a sitemap, content outline, responsive website design for both mobile and desktop, and website copy, all integrated within the Craft CMS to ensure scalability and ease of updates. Training on the Craft CMS was also provided to ensure the CNC team could maintain and update the website as needed.

Results

• Increased traffic to the CNC Cabinetry website.
• A 10% growth in year-over-year sales, indicating the website's effectiveness in supporting the sales process and expanding the customer base.