The Challenge

Verndale was chosen to lead an Episerver-driven web modernization project, to redeploy the technology and brand image for Home Franchise Concept's flagship brand, Budget Blinds. In addition, we were was tasked with designing the framework for future brands to be rolled into the updated platform.

The Solution

We transformed HFC’s aging site into a modern, inviting, and highly functional budgetblinds.com. A hallmark of the development is the ability to default national brand content for each localized site – which can now be tailored to meet each franchisee’s local market.

Franchisees have easy access to branded content, can adapt and modify local franchise information as needed, and are empowered to seamlessly deploy their own sites.

The Outcome

Verndale opened the Budget Blinds brand to the world with a newer more attractive and dynamic web presence.

Budget Blinds and future HFC brands now offer a powerful and comprehensive entry point for the national brand that easily and seamlessly filters down into localized information provided by individual franchisees.

Blinded By Opportunities

To effectively start a ‘conversation’ with the visitor about who BB is, why BB is different and to provide a clear and easy way to further explore the site. It is the brand’s “front window” for education, consideration, and engagement. It must elegantly balance brand storytelling with driving action.
The homepage needs to be the bridge and pathway to intuitively accessing all content on the site. It should draw the visitor in and point them in the right direction to go.
The primary objective of the BB.com homepage is to:
Increase brand understanding, consideration and salience.
Must effectively say “Who We Are” and provide the visitors with ability to delve deeper into “What We Do” and “Why Choose Us”
Balance the emotional reasons to believe with the rationale.
Ensure lead generation parity (cannot lose lead gen conversion but not expected to drive gains).
Drive traffic to local franchise page - the zip locator to find design consultant must be present, always.
The visitor is trying to determine if BB could be their “go to” solution for their custom window needs.
Clear and easy intuitive navigation to all areas/content pieces of the site.
The end outcome of the interaction from the homepage is to engage with the content (imagery, etc), drive into the site to explore more about the BB design consultation process, products/ solutions and ultimately to raise their hand through a brand response vehicle (request consultation, enter zip code for local franchisee, get design book, sign up for newsletter).
Aspirational lifestyle (with product) imagery & national offers promotion. There should be a way to merge this messaging and content (as they are related):
Tell the National/ Local Story: We are a national brand that backs the neighborhood, local business owner
Brand Response: Find Local Franchisee (Zip Locator)
Brand Aspiration that anchors it all together: Clearly understand the BB value proposition & differentiation through effective content / messaging (headline, sub head and body copy and compelling imagery).

Budget Blinds

The Challenge

The Solution

The Outcome

Blinded By Opportunities

Home Page Brief

Business Goals

End User Goals

Prioritization of Content