Strategic Insights has just completed an extensive redesign and rebuild of the website for Haddock Collision Centers, the area’s largest and highest volume car repair facility, with four locations in Raleigh, Cary and Fuquay-Varina.
“We have been long overdue for a legitimate site,” said Todd McGowan, CEO of Haddock Collision. “However, our customers don’t tend to go out and do unprompted searches for body shops—they usually find us through their insurance agent. In many cases, by the time they see our website, the decision to use us has already been made.”
With that in mind, Strategic Insights proposed a compact but easy to navigate and informative website that would help undecided customers make up their minds and give confirmed customers “validation” that they’d made the right choice. Designer/developer Jenn Soloway knew that the site would need to be mobile-friendly, since a great many people accessing the site would be in their cars. “We have a separate mobile site for users looking for quick on-the-go access, with the option for viewing the full site. On the full site, dropdowns are activated with a click vs. a hover, so that mobile users are not left out of the navigation or required to scroll to the bottom of the page.”
Since a large portion of Haddock Collision’s business is high-end cars and imports, Strategic Insights felt the site needed to convey a feeling of luxury, using colors and textures associated with the interiors of such cars.
Lastly, the agency harnessed the power of video to shoot several testimonials featuring actual Haddock Collision customers, allowing them to tell their own stories—in their own words—on camera. These videos are accessible from the homepage and pull from Haddock Collision’s YouTube channel. More videos will be added in the coming weeks and months.
”This website is the latest in a series of projects developed for us by Strategic Insights,” said Todd McGowan. “It’s a great companion to our new brochure and estimate flyer, and we are excited about the role it will play in helping further brand our business as we continue to grow.”