Knauf Website
Overview
The project involved overhauling the website architecture and content to focus on easy discoverability, content accessibility, and lead capture, which resulted in a significant increase in site sessions and leads. Role: - Experience Design Lead Outcomes: - 140% YOY in site sessions - 1000 "where to buy" searches a month - 18% conversion on leads Awards: 2020 Webaward for outstanding achievement in Web Development: Best Manufacturing Website
Website
Deliverables
Website Experience Design
Creative Direction
Mobile Optimization
Interaction Design
Knauf Insulation is a leading, family-owned global manufacturer of fiberglass insulation in North America for the past 42 years. The challenge for this website overhaul was to help them improve the customer experience in order to boost traffic and engagement. The volume of high-quality leads generated on their website created a much stronger connection with users.
Challenges
Knauf needed a modern, intuitive website experience that simplified complex product information and turned curious visitors into confident customers. The challenge was to transform a technical, product-heavy site into an engaging digital experience that educated users, streamlined navigation, and ultimately drove higher-quality leads.
Insight
In a B2B market where competitors primarily relied on traditional, offline sales tactics, a significant investment in a superior digital customer experience helped Knauf Insulation stand out and establish digital leadership.
Strategic Idea/Build
Transforming extensive, outdated PDF product information into more than 100 new, searchable, SEO-optimized HTML pages was a major component of the project. This made information more accessible and findable via search engines, which was a significant shift from their previous approach.
Design Impact
The new site was designed to feel more B2C (business-to-consumer) than typical B2B sites, with an "e-commerce-like" experience and intuitive navigation that reduced the number of clicks required to find information.
Solution
We redesigned the site with a focus on intuitive navigation, clear product information, and engaging content, making it easier for users to find what they needed and take action. By simplifying complex product details, implementing user-friendly tools, and optimizing the digital journey, we created a seamless experience that guided visitors from discovery to conversion.
Results
By focusing on providing support and guidance through a better customer experience, the project successfully drove meaningful outcomes in terms of user engagement, satisfaction, and, most importantly, lead generation and conversion.
