USA Insulation is a leading residential insulation company that's been helping homeowners improve their homes energy efficiency for decades. Their environmentally-friendly, biodegradable foam insulation helps homeowners lower their energy costs and improve their home's comfort. USA Insulation approached Vibation as a company in transition. They had been a successful regional provider in the 3 major Ohio markets, but were beginning to go national through franchises. They needed a site that would help their franchisees sell their product as well as get new franchisees to join the growing business.
Working with Vibation was a great experience. Once they launched our new website our web leads increased and our revenue doubled in the first year. They gave me more of the website I wanted and even more – from the navigation, to the art, to the copy, everything from top to bottom was very well done. Vibation professionally put our new website together and we will use them again.
Patrick J. Pitrone - President - USA Insulation
Making the Sale/Creating the Story
A good sales pitch tells a story. For USA Insulation we crafted a sales story that catered to the needs and desires of the users, while conveying the value of the product.
- Define the Need/Convey the Value
- Differentiate from the Competition
- The Call to Action
Define the Need
The first step in many sales stories is conveying to the potential customer the value of the product. While the value of many products is self evident (such as a car) for products like those of USA Insulation, the value is a bit fuzzy. Most users would get to the site with some desire for the product but would not fully understand the value of insulation. By understanding the needs and desires of the user we crafted a set of messages which solidify the need in the mind of the user so they are more motivated to act.
Differentiate from the Competion
There are a lot of insulation products on the market. Our job was to convey how the USA Insulation product was superior to the competition. We identified the five areas where their product was superior to the competition and crafted clear messages for each one.
The Call to Action
In the case of USA Insulation, this was the most crucial aspect. The objective of the website was to get users to call or send a message to their local USA Insulation office. The invitation to contact was on every page on the site. We crafted a number of messages that would resonate with different concerns.
Selling the Franchise
The true growth of the business will occur by growing the number of franchisees. When USA Insulation approached Vibation, they were just starting to add franchisees. By understanding the concerns of potential franchisees, we crafted an information structure that spoke to the concerns of the potential franchisee. USA Insulation needed to compete against other franchise opportunities, while communicating the unique characteristics they were looking for in a franchisee. We created an information structure and set of marketing messages that brought leads that fit the USA Insulation franchisee profile.
Designed to Sell
This wouldn't be the first time that Vibation started a new brand armed with little more than an existing logo. The logo had familiarity but the rest of the brand messaging needed work. We needed the key product attributes to be simple, clear, and easy to understand so that people were quickly sold on all of the benefits. To help do this, Vibation created custom illustrations to convey all the brand benefits and answer any 'how it works' questions that arise. The design also needed to affirm to potential franchise owners that they could be confident starting a business under this company with history but not a lot of exposure. In addition, Vibation helped to extend the design from the web to print collateral making it easier for installation consultants to sell on the spot.
THE RESULT-Setting the Standard
When the website was launched a few years ago, USA Insulation received tons of compliments, not just from customers and prospects but also from EnergyStar.
Customers find the website as one of the better ones in their industry, making USA Insulation stand out from the crowd. Along with the new look, their website traffic increased by 10 times! USA Insulation attributes the boost in web leads to how thorough, educational, and easy to navigate the new website is.
The new brand gave potential franchise owners confidence, helping increase USA Insulations business from one store to ten stores. Within one year the first location's revenue doubled.
About USA Insulation - (www.usainsulation.net) Established in 1977 and incorporated in 1985, USA Insulation (www.usainsulation.net) has saved thousands of customers millions of dollars on their heating and air conditioning bills. With over 20,000 homes insulated to date, USA Insulation is one of the premier residential retrofit insulation companies in America. Their success relies on their commitment to quality products, solid techniques and customer satisfaction.