ForeverLawn is a manufacturer, dealer, and installer of quality artificial grass products specifically designed for applications such as sports, playgrounds, canine relief, backyards, and more. They have become the choice for notable venues such as the Pro Football Hall of Fame Village in Canton, Ohio.
As the company has grown, so has their web assets. As an unfortunate yet unintended consequence of the growth having been dramatic is that those web assets have grown without the ability to keep them organized within an overall system that’s consistent in style and user experience. We came to the agreement to put the priority on the sites that serve the dealers — because they are the ones who have to face the prospects and make the sales.
The guiding premise we presented was to have a dealer website system that would have a common structure and format, with assigned sections devoted to the corporate brand and product lines remaining similar for any dealer, balanced with the ability to have specific dealer information and projects change for each.
As we were making websites for dealers rather than for the overall company, we understood the need to make real photos of real projects done by that given dealer and that given dealer alone would have to be the centerpiece of the landing page. Make their work the stars, in other words!
Prospects therefore must believe that “this is my best option, I can trust ForeverLawn Black Hills, and I should get a quote from this dealer.” And so we did — to the extent that America’s #1 Positioning Ad Agency, Innis Maggiore, ultimately became the agency of record for ForeverLawn and continue creating dealer sites while simultaneously embarking on the process of redoing the corporate and brand websites.
