Best Industry Web Site

2010 Crystal Achivement Awards

Large Manufacturer
 

Milgard's new site is designed to guide visitors down an educational path to cut through the confusion associated with the window and door buying process.

Milgard.com

 
Milgard Windows & Doors

Tacoma, Wash.

When Milgard started working toward a Web site redesign, it started by listening. Instead of merely creating an online selling tool, Milgard wanted to engage customers in a way that would have them coming back for more. Through focus groups in multiple cities, Milgard heard that most people found the process of purchasing windows and doors overly complex. With countless configurations and unknown costs, people wanted a place to learn so that they could have peace‐of‐mind in their purchase decision.

That research led the manufacturer to create an online experience that provides detailed information allowing visitors to educate themselves, positioning Milgard as a trusted advisor within the category. The site guides visitors through an educational path without selling, while allowing visitors to jump off to relevant product information. By separating the educational from the commercial, and providing tools like Help Me Choose and Help Me Budget, the site is designed to cut through the confusion, allowing customers to engage more fully with Milgard and its products.

Small/Medium Manufacturer
 

Launched this year, the new Gorell site was created and is managed in-house. One new feature on the site is expanded use of video.

Gorell.com

Gorell Windows & Doors

Indiana, Pa.

In 2010, Gorell launched a new Web site for homeowners to provide greater interactivity, in addition to generating more sales leads for the company's dealers. The site was entirely created, published and maintained by Gorell's
internal marketing staff. Inquiries from the site are pre‐qualified with a need‐oriented form and then forwarded to Gorell dealers for follow‐up.

One of the most popular destinations on the site is the “Visualizer” tool, which allows visitors to change the appearance of a window or door in real time by making selections from existing options.

Consumers are able to see windows and doors as they appear with various colors and grids—so they can, in essence, build precisely the window they want. The tool also has the ability to show the energy performance ratings of different products with different glass systems. It even indicates whether the selected window model and glass system qualifies for the 2009‐2010 federal tax credit.

A comprehensive press room serves consumers and media representatives alike. It includes a Flash‐based video gallery of interviews with several Gorell executives on topics ranging from the federal tax credit to financing options. These one‐ and two‐minute video segments allow site visitors to better understand important industry issues. Gorell has integrated its library of YouTube videos to complement existing page content and add an interactive element to various sections of the Web site. Consumers can view testimonials from homeowners who have purchased Gorell products, educational videos on specific window models, and other unique videos throughout the site.

Links to Gorell’s Facebook, Twitter and YouTube accounts can also be found throughout the site in an effort to make people aware of Gorell’s presence on these social media sites.The window manufacturer also leverages the “Share This” tool to encourage consumers to share the site using a variety of social media Web sites. Finally, the site features a “Perspectives” corporate blog that addresses various topics, such as window replacement, energy efficiency, general window knowledge, costs and more.

Supplier
 

Veka redesigned its site to be more educational. The developers also wanted to make it more fun to use and added such features as an Interactive Extruder 3D Learning Tool.

www.vekainc.com

Veka Inc.

Fombell, Pa.

In redesigning its Web site, the PVC profile manufacturer decided to put the focus on education, innovation and product differentiation. It was designed to be a valuable resource for the fabricator, with a lot of user interactivity and feedback forms.

In addition to detailed information on its product lines, the site features an extrusion technology section with information on PVC formulations, computer-aided design, and profile lamination.  

The supplier also wanted to make the site fun to use. Taking advantage of flash interactivity is a 3D Interactive Extruder which explains the extrusion process.  Video segments include a blast load testing of its windows and a new corporate video highlighting the company's commitment to quality.  The site highlights Veka links to customers via YouTube, Facebook and Twitter.

Other 2010 Crystal Achivement Award Winners:

TECHNOLOGY

Most Innovative Window

Most Innovative Door

Most Innovative Component

Unique Innovation

MANUFACTURING

Most Innovative Plant

Most Innovative Machine

MARKETING

Most Innovative Marketing Progam

Best Product Literature

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