The Challenge
Pella Windows has been manufacturing windows and doors in America since 1925. With a nationally recognized brand, a broad dealer network, and products at every price point — from affordable replacement windows to architect-specified custom solutions — the Pella digital challenge is not brand awareness. It's conversion.
National brands face a specific set of digital problems that smaller businesses don't:
Brand consistency at scale. Pella operates through a network of dealers, showrooms, and direct sales teams. Every digital touchpoint needs to uphold brand standards while adapting to regional market conditions and product priorities.
Paid media efficiency. At national scale, even marginal improvements in click-through rates or conversion rates represent substantial dollar amounts. The pressure to perform is real and quantifiable.
The consideration cycle. Windows and doors are significant purchases that involve research, comparison, consultation, and approval — often across weeks or months. The digital experience needs to serve buyers at every stage of that cycle, not just push for an immediate quote.
Dealer-level performance variance. Regional performance differences create opportunities to identify what's working in top markets and replicate it across the network.
Our Approach
Our engagement with Pella focused on the conversion layer — specifically the digital experiences that bridge the gap between brand awareness and a booked appointment.
High-Performance Landing Pages
We designed and built targeted landing pages for specific product categories and campaigns:
- Product-specific pages for windows, patio doors, and entry doors with messaging aligned to paid ad creative
- Offer-focused layouts built around the specific promotions driving paid traffic
- Conversion hierarchy designed with the Pella buyer journey in mind: education, social proof, then ask
- Brand-compliant design that works within Pella's established visual identity while optimizing for performance
Conversion Rate Optimization
We applied a systematic CRO process to existing pages and new builds alike:
- Above-the-fold headline and offer testing
- Trust element placement (warranties, certifications, dealer reviews)
- Form design optimization for the quote request flow
- Mobile experience refinement for the significant portion of traffic arriving on phone
Paid Media Creative Support
Landing pages are only as effective as the ad experience that precedes them. We worked on the creative alignment between:
- Ad copy and landing page headline continuity
- Visual consistency from click to landing
- Offer clarity at every touchpoint in the paid funnel
The Results
At Pella's scale, improvements are measured in basis points and then translated into real appointments. Our landing pages and creative work were built to move those basis points in the right direction — cleaner conversion hierarchy, tighter ad-to-landing continuity, and mobile experiences that matched how a real buyer researches windows on their phone at night.
The specific lift numbers belong to Pella's internal reporting, not ours to publish. What we'll say: the work ran long enough that it kept getting renewed, and the creative patterns we established became reference templates for subsequent campaigns.
Working with a national brand at this level requires rigor, speed, and an understanding of the commercial stakes. It's the kind of engagement that sharpens every discipline.
“Getting a national brand to move quickly on digital is never easy. Dinko Design delivered quality work fast, understood our brand standards immediately, and produced results that proved the value of the investment.”