Case Study:
Multiple Brand Experiences in a Single Website
Website branding and content is presented based on the visitor’s location.
About Door Services Corporation
Door Services Corporation is a Horton Automatics company, which has become an industry leader in automated door service and installation. Over 50 years in the business, they have expanded throughout Eastern USA and Southern Ontario, Canada.
The Challenge
Door Services expanded its market through acquisitions, which led to 12 local brands with their own strong local brand recognition. For several years, Mawazo worked with Door Services to maintain the websites and digital assets of these brands, with great success (see
Case Study for the digital marketing of Horton Automatics of Ontario).
Moving to a single brand, however, had the potential of strengthening the Door Services Corporation online presence, and at the same time reduce cost. The same investments made to a single brand would have generated even better results.
Engagement Details
Mawazo engaged with the leadership of Door Services to agree on an approach that would cater to the needs of local brands, while strengthening the Door Services brand, generate qualified leads from the website, and improve efficiency and effectiveness of the online presence.
Location-Based Experiences
Website visitors who are new to the site are asked for their location. Based on a calculation between the visitor’s location coordinates and all Door Services locations, we show the website in the branding of the closest location. If Door Services does not service the area, we direct them to the website of the parent company to find another service provider.
Multiple Paths for “Consideration”
Within the marketing funnel, the website user experience has been designed to keep visitors engaged with content that encourages consideration. Visitors can enter the path to action by learning about Door Services in their industry or by browsing product categories. All pages lead to a Call-to-Action, which is to either provide their contact details to download helpful information or fill in a form to contact a sales or service representative.
Integration with Business CRM
All website forms are integrated with the internal CRM for seamless lead interaction from website to email marketing. Website form submissions include details on the brand the visitor viewed and the page from which they filled out the form. This informs the Door Services sales team of the interest of the prospective customer.
Search Engine Optimization
To ensure that Google does not consider multiple brand experiences of identical content as duplicates, the website is optimized for the parent brand only. Therefore ongoing SEO efforts are not diluted across multiple brands, but rather all brands are benefiting from focussed optimization of a single brand.
The Result
The successful launch of the new website for Door Services Corporation stands as a testament to the preparation and strategic execution used during the transition. We established a comprehensive approach to seamlessly migrate the content and historical SEO efforts of the previous websites to create a smooth and efficient transfer of their online presence. By following our process, we not only retained the value of past SEO activities but even improved our position on the competitive landscape.
This can be well illustrated by comparing our competitive position on the date of launch, to our position just over one month later. To begin we were ranking for a small number of keywords with a low average position, and in a short period of time we have been able to surpass other national brands for the number of keywords and our significantly higher average position.
Competitive position on 10 October
Competitive position on 16 November:
Within a remarkably short timeframe of 30 days post-launch, the new website demonstrated remarkable performance by securing page-one rankings for 21 keywords. The quick results achieved are a testament to the successful synergy between planning, execution, and a forward-thinking SEO approach, helping drive the Door Services Corporation towards their long-term online success.
Keyword ranking on 16 November vs 10 October:
Testimonial from Krista Rivers, Associate Brand Manager
I am very pleased with the new website and appreciate all of the hard work that Mawazo has put into this project. I would recommend the Mawazo group to companies considering building a new website. They are a pleasure to work with and are extremely knowledgeable in effective web design and SEO strategies.
Krista Rivers
Associate Brand Manager
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