Kline Cabinetmakers

Kline Cabinetmakers is an Indianapolis-based custom cabinetry manufacturer built on word of mouth success. Since 1977 Kline Cabinetmakers has focused on solid wood materials, distinctive cabinetry designs, quality craftsmanship and engineering, and honest, Midwestern service. Now, Kline Cabinetmakers is looking to create an even stronger market presence and become a top-of-mind, preferred provider of custom cabinetry in the local housing industry - and they've called on Hanapin Marketing to help tailor their website to accomplish that goal.

www.klinecabinetmakers.com 1  |  2  |  3

• Browser testing
• Contact form and database
• Hosting set up
• Image retouching/optimization
• Information architecture
• Keyword research
• Multiple visual designs
• Programming and coding
• Project management and planning
• Web analytics

Launch Date: July 1, 2008

Goals:

• Effectively demonstrate the quality of Kline Cabinetmakers' craftsmanship and service-oriented approach to cabinetmaking. A successful website is defined as one in which our target audiences feel confident in Kline's abilities and initiate contact.
• Generate qualified leads. Because Kline's cabinetry is an involved process from custom design to careful installation, it is important that leads achieved are highly qualified. The Kline design team can spend anywhere from 6-30 hours in design services for a prospective customer. To minimize design time qualified leads that know they want a custom solution are critically important.
• Support new site launch with a simultaneous PPC campaign to help drive qualified traffic and support branding initiatives.
• Design elements such as images, overall structure and layout, should support the overall Kline brand image and communicate an authentic, refined, and genuine company with Midwestern charm.

Strategy:

• A custom designed cabinet company pays close attention to design details. The color palette for the new website focuses on earthy, organic tones consistent with the company's design standards.
• The new website needs to include a portfolio/project gallery to visually communicate Kline's quality craftsmanship and support their commitment to customer service.
• Layout, design, images and font should reflect simplicity, and be easily navigable and well-organized, providing potential clients with all the information they are looking for.
• Include photography shot inside the manufacturing facility that will demonstrate the process and craftsmanship involved as well as customer testimonials to support reputation and brand building goals.
• Launch PPC campaign that is designed to steer highly qualified leads to the Kline Cabinetmakers website, focusing on Kline's top keywords.