Challenge
CNC Cabinetry, aiming to expand beyond the Northeastern U.S., faced the challenge of developing a new digital presence that could not only reflect their unique market position but also cater to the needs of their existing customers while attracting new ones. Their existing website failed to adequately convey the CNC Cabinetry brand story or to leverage the sales process and future business opportunities effectively. This presented Wray Ward with the opportunity to reposition CNC’s website for growth and success.
The differentiation of CNC Cabinetry lies in its ability to leverage overseas ready-to-assemble (RTA) quality cabinet products, coupled with operational and logistical efficiencies that enable faster delivery than competitors. CNC prides itself on offering "America's best value in cabinetry," thanks to its mission of making kitchen cabinets accessible to all through superior design, quality, and price. Their strong relationships and commitment to solving business challenges set them apart in a crowded market. The primary audience comprises trade professionals, such as Kitchen & Bath Dealers (KBDs), big box retailers, production builders, and lumberyards, with secondary audiences including independent sales reps, CNC sales reps, business development managers, homeowners, rental property owners/managers/developers, and housing authorities. Barriers include the difficulty KBDs face in distinguishing CNC from other companies offering similar products, established relationships with other vendors, and logistical challenges that affect delivery speed and customer satisfaction.
Solution
Wray Ward’s strategy was informed by insights into what drives the CNC audience—value beyond the product itself, such as speed of delivery, hassle-free logistics, and accessibility to high-quality kitchens. Recognizing that "value" is defined differently across their target audiences but universally equates to a higher level of satisfaction with the received versus given ratio, Wray Ward aimed to create a website that clearly communicates the unique value proposition of CNC Cabinetry. The key message to convey was CNC’s understanding of their customers' values.
The deliverables for this project included a comprehensive sitemap, a content outline, website design for both mobile and desktop platforms, website copy, and Craft CMS training. The new website was designed to more effectively tell the CNC Cabinetry brand story, support the sales process in new markets, improve site navigation to reduce friction for users, and create a compelling online experience that communicates the value provided by CNC. The goal was to encourage users to explore the products, learn more about the brand, and take action, leading to increased website engagement, longer session durations, and more pages visited. To ensure credibility, the website needed to showcase CNC’s operational and delivery speed, quality for the price, and strong customer relationships.
Results
- A significant increase in user engagement on the website.
- Longer session durations and more pages per session, indicating higher interest and exploration by visitors.
- Improved navigation and website architecture, leading to a more intuitive user experience.
- A clearer communication of CNC Cabinetry’s value proposition, making it easier for customers to understand what sets CNC apart from competitors.
- An enhanced online brand story that effectively supports sales processes and facilitates national expansion.
- Overall, a notable increase in the "fun factor" of using the website, making it more enjoyable for users to interact with the brand online.