TL;DR (A QUICK SUMMARY)

The building products industry as a whole is digitally immature, with most customers valuing function over usability. In order to become a leader in the space and overtake its competitors, Firestone Building Products turned to SapientRazorfish to create a digital experience that differentiated itself from the category and better met its customers needs and expectations.

THE BRIEF

Background

Firestone Building Products

Key Challenges

• Lack of scalability & integration with other internal systems

• Existing platform (WordPress):

  • Hampered the ability of FSBP to keep up with current technologies and marketing efforts (targeting, segmentation, campaigns, and SEO)

  • Tied up resources with manual updates and lacked up-to-date information and documentation due to the lack of integration with other internal systems.

• Website not optimized globally to meet the needs of FSBP audience

• Technical site issues limiting information

  • Existing website had a public and restricted contractor view “Contractor Portal – My Dashboard,” which offered limited project information to contractors making the tracking of their jobs.

• 10 year declining market share

• Blurring product differentiation

• Increased urgency of customer experience

Assignment

Re-platform and redesign firestonebpco.com to become the easiest and most dependable end-to end building products solutions provider.

Target

Contractors

• 35-50 year old males

• Constantly on the go

• Detail oriented, master communicators

• Managing their team, time and budgets

Web Audit Learnings

• Weak user experience and design

  • Overload of information throughout site

  • Unfriendly categorization of content

  • Non-responsive on mobile

  • Limited audience-focus

• Outdated technology

  • Labor intensive, aging WordPress platform

  • Lack of scalability and integration with other internal systems

  • Absence of global optimization

  • Limited information due to technical issues

• Unfocused SEO

  • Scarcity in keywords optimized for mobile

  • Need for stronger link equity

  • Stiff competition from competitive set (GAF, John Manville)

• Absence of Data & Measurement

  • Absence of tags throughout site

  • Page views and visitors are only metrics being measured

  • No defined measurement plan

What We Did

• Develop a simple, convenient, relevant, forward thinking, and audience-focused user experience for FSBP customers.

• Re-platform FSBP’s site from Wordpress to enable increased efficiency and accessibility.

• Increase the site’s visibility, rank in search engines, and overall traffic by implementing best in class practices.

• Tag pages throughout the site and introduce a measurement plan that will allow FSBP to track and assess performance.