Innovative design connects customers to local experts

Pella Windows & Doors has been a leader in innovative window and door solutions, technology, and products since 1925. Pella strives for continuous improvement in everything they do through innovation, service, and energy-saving solutions.

Pella came to Spinutech to develop multiple, individual showroom websites. Our team of experts recommended a different approach — one domain with shared content to build a strong authority in search with customizable pages for each individual branch, giving autonomy as well as building strength for the retail business overall.

Combining SEO-targeted content with acquisition tactics like paid media placements, the single domain for individual Pella showrooms — pellabranch.com — focuses on showcasing work through projects, educating consumers through informational content, and driving conversions through a targeted sales funnel.

To provide flexibility for locally owned and operated Pella branches to feature their own projects, highlight their staff members, and cater to a regional audience while providing brand consistency, our technical team created a way for showrooms to easily personalize their own sites through Spinutech’s CMS, but still operate within the framework of Pella corporate branding.

The content strategy for Pella includes content developed around global, regional, and local topics to provide each branch with content tailored for maximum impact as well as a localized approach. By developing research-based content on a wide range of home topics, Pella is able to appeal to a broad audience with seasonal and topical industry trends.

The projects section of the site allows local branches to highlight examples of their work in the area, including product details and before-and-after photos.

Pella’s branch paid media efforts are designed to integrate into an overall multi-channel funnel strategy by capturing awareness generated through broad-reach tactics while also providing consideration lift in the window and door replacement category. By maximizing remarketing list impressions for Pella, Spinutech was able to reduce overall CPA for the promotional run and garner an increase in direct conversion rate as compared to assisted conversions period-over-period.

The Pella Branch site saw a 174% increase year-over-year in overall sessions.

Acquisition from organic search grew 59% during that same time period, while paid search initiatives led to a 30% growth rate for Pella branded keyword searches on mobile and a 44% increase in in-home consultations. Our ongoing relationship with Pella continues to grow in terms of tactics and impacted KPIs.