CHI Overhead Doors Work Thumbnail

C.H.I. Overhead Doors

New website reflects market-leading, premium products.

Industry

Manufacturing

Location

United States

Services
Brand Design Development Copy Strategy
26%

increase in new customers

35%

increase in conversion rate

About the project

C.H.I. have been crafting high-end garage door solutions for homes and businesses since 1981. Through their market-leading, innovative products, they’ve become a household name in the USA. C.H.I. realised that their current website wasn’t optimised for the modern, online buyer and didn’t reflect their premium craftsmanship, customer service, and facilities.

Having built their reputation over four decades through product quality and customer service, C.H.I. needed a digital presence that could carry that same level of trust online, helping buyers feel just as confident choosing them on the web as they would in person. With a growing catalogue of commercial and residential products, C.H.I. needed a website that made it easy for different types of buyers, from homeowners to contractors, to quickly find the right door for their needs and move confidently towards a purchase.

C.H.I. partnered with us to elevate their brand and overhaul their website on HubSpot Content Hub. The results have been transformative for their business. In just 12 months, their website has driven significant increases in discoverability, website traffic, conversion rates, and customer acquisition. Read on to discover how we did it.

1_CHI Homepage

Brand elevation

We elevated C.H.I.'s brand for web by building on their historic identity. Their existing colours, icons and imagery weren't conveying premium value, so we developed an expanded colour palette around their signature red and created new iconography and lifestyle imagery. After presenting three concepts, C.H.I. selected their preferred direction which guided the website design.

 

 

Website strategy

Our website strategy focused on building a strong foundation before design. We developed a keyword strategy to improve search visibility and drive buyer traffic. Working with C.H.I., we created a research-based sitemap that mapped essential pages to user needs and targeted keywords.

CHI_sitemap_24_03_2022 (1)_page-0001-min

Website copy

We created website copy that combined C.H.I.'s brand messaging with our keyword strategy, ensuring it aligned with the visual design while optimising for both user experience and search traffic.

Screenshot 2024-10-25 at 10.56.16

Website design

With the strategy and content in place, our creative team worked on designing a website that:

  1. Elevated the application of the brand
  2. Instils trust in prospects
  3. Differentiates C.H.I. from their competitors
  4. Provides a user experience that enables buyers to educate, evaluate, and convert effectively
3_Commerical product
4_Residential
5_CHI-Modules

Website development

We built C.H.I.'s website to be both performant and easy to manage. The website framework strikes the right balance between flexibility and structure, making it simple for C.H.I.'s team to manage their content.

Beyond the core framework, we also developed several custom elements to address C.H.I.'s specific needs.

Product catalogue
Product page dynamic module

Results

The transition from the old website to the new one resulted in a 15% increase in traffic, equating to over 140,000 more sessions. This reflects the improved user experience, optimised code, and more effective SEO strategies implemented with the new design.

The updated request a quote page, with its improved user experience resulted in a 35% increase in conversion rate from page views to quote requests.

Quote page submission rate

The new website not only generated more quotes but also converted them into customers at a higher rate. The 26% increase in new customers from quote requests showcases the impact of the enhanced user journey and streamlined quote process.  

 

One of the most striking impacts of the new website was the dramatic increase in sample requests. Compared to the previous year, the new website had over 5700 more sample requests, a 1397% increase. This surge can be attributed to the introduction of a new, visually engaging form that was made much more accessible and easier for buyers to use, significantly improving the user experience.

Impact

C.H.I. Overhead Doors' partnership with us has delivered transformative business impact:

  • A digital brand presence that truly reflects their craftsmanship and premium, market-leading products
  • Increased search visibility that drives higher-quality website traffic
  • An intuitive website experience that makes product discovery effortless
  • Strategic conversion points that generate significantly more qualified leads
  • A website that has delivered immediate business impact and provides a strong foundation for future demand generation and content marketing initiatives.