Inspiration Drives Conversions for Cabinetry Company

A branded digital display of Bertch products and customizations appeals to homeowners and also functions as a sales tool for dealers.

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Improved Usability

Bertch has hundreds of products associated with cabinets. Spinutech worked with Bertch to design a site that would be simple, clean, and organized.

Expanded Catalog Size

The old website had a limited product line. Spinutech worked with Bertch to get all their cabinet styles online. Customers can now search by cabinet door style and see all of the accessories.

Inspiration for Buyers

Bertch wanted to create a section that would inspire potential buyers. We designed an "inspiration" page that allows people to view a photo gallery of their beautiful products in action.


About Bertch

Bertch has been reviving the cherished art of traditional cabinet making for more than 40 years. Family owned and operated, Bertch Manufacturing has been a leader in the home services industry since 1977. All of Bertch’s products reflect a commitment to reforestation, recycling, and general respect for the environment.

Client Background

The old Bertch website was dated and functioned more as a “brochure site” rather than an immersive customer experience. The team at Bertch wanted to appeal more to prospective customers and to use the site as a sales tool for cabinet designers and showrooms.

The Spinutech Approach

After careful design consideration and extensive audience research, the Spinutech team custom-designed an approach to content and social media platforms to appeal to customers and increase site entrances through search and social acquisition. We redesigned the website to include simplified navigation that presents main offerings in a compact black bar at the top of the page. The updated site seeks to inform and inspire potential customers with photos that help guide product decisions as well as provide a way to contact a dealer close by.

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Expanding the site to include inspiration and informative content through a complete content strategy drives more non-branded organic traffic to the site. The simple design of the site appeals to homeowners searching for design solutions and allows the shopper to browse possibilities at home before visiting a showroom or dealer. The site also functions as a sales tool for dealers and showrooms, allowing a visualization of product customizations. By redesigning the site and integrating new approaches to content and social media marketing, we increased the overall traffic acquisition by 56% from 2018 to 2019.

“It truly feels like Spinutech has become part of the Bertch marketing team! They have shown a strong commitment to understanding Bertch, and we have developed an incredibly collaborative relationship with them. They approach each project with enthusiasm, and do a great job of communicating along the way. They have helped us put structure into our processes, and were instrumental in building a more effective website and social media platform. It has been a pleasure working with Spinutech.”Becky Bertch, Owner, Bertch Cabinet Manufacturing

Simplified Site with Enhanced Filtering

Main product categories shown above the fold provide easy access. Filters and sorting options allow customers to find what they are looking for. On mobile, the same options are available in a slide-out side drawer. The inspiration section combines beautiful photography with useful information to help consumers consider the wide variety of styles, trends, and customizations available.

SEO Strategy

Through a combination of content and technical SEO tactics, the Bertch site improved position by 3 spots on the search engine results page along with increasing CTR.


Targeted Content Strategy

After redesigning the site with a highly targeted and engaging content strategy aimed at educating consumers, the Bertch website saw a 25% increase in organic traffic acquisition from 2018 to 2019.

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Paid Social Advertising

To improve brand awareness among consumers in the research phase of remodeling or building a home, Spinutech focused on increasing Bertch’s online presence and showroom lookups through engaging and targeted ads. These ads saw a 34% increase in CTR year-over-year and a 187% increase in impressions, helping drive traffic to local showrooms and Bertch dealers.