Dream Doors has launched a new consumer website to help its 35 franchise owners secure more internet enquiries. The kitchen facelift franchise has spent the last six months and thousands of pounds designing and rebuilding the new website.
Troy Tappenden, founder of Dream Doors, said: “In 2002, we had a pretty basic site that helped promote our brand with some nice images and helpful text. We launched a second website to replace the first less than three years ago. But it’s amazing how quickly technology has advanced, and we’ve had to keep up with it. The new website is cleaner, brighter and more comprehensive. Plus it’s very easy to use, which is important for our target audience of over 60s. The site also includes a series of videos, call back requests, an ‘inspirational centre’, and a gallery of franchise owners’ before and after kitchen facelifts. In addition there is now a tool that allows visitors to build their own doors by choosing the style, colour and finish they want. Everything about the site has been put together with simplicity and innovation in mind.”
Early in 2010, Dream Doors began a re-branding exercise, revising its 12 year old logo, and adding the strapline ‘New Life for Old Kitchens’. A new website followed soon after, aimed at franchise owner recruitment, which focused more specifically on operational aspects of the business such as training, support and franchise owner earning potential. It was only after these developments had taken place that Tappenden was ready to redesign the consumer site.
Tappenden added: “We knew that the elements of the new franchise owner recruitment website weren’t of importance to Dream Doors’ customers who are after a kitchen facelift, not a new business. So we separated them. We worked closely with a top marketing and design agency, and involved all of our franchise owners in strategy and liaison groups. So all of the decisions that have been made haven’t just come from head office. Our franchise owners, who know the business intimately and at the consumer-facing level, and who are also passionate about the brand, have generated or approved many of them.
“Ultimately, our customer’s are the greatest source of feedback, and franchise owners throughout the network have spent 12 years listening to what they want. We know that our customers look for quality products at reasonable prices. We know they desire the best workmanship, and we know they want to deal with a brand they can trust. Dream Doors offers all of these things and more. I’m certain the new consumer website clearly communicates these key messages to potential customers.”