Marketing Internationally to Consumer and Business Customers
Masonite designs and manufactures premium doors for construction and renovation. Both Consumers and Architects come to Masonite’s website for product selection, inspiration, and a gateway to their purchase.
The then-current Masonite website was backed by a popular CMS but nonetheless website performance was sluggish and unreliable, negatively impacting the user experience. To improve visitor engagement and retention, fast page loads were an identified must. Customizing and cultivating site content was difficult for its marketing team and site control for their five business groups was impractical. Overall, Masonite IT determined that the website was no longer sustainable for the company.
The multisite WordPress install enables Masonite to host five individual, but related websites from a single codebase and one web hosting account. Each business group now has complete content and branding autonomy while shared elements such as theme, plugins, and custom code can be distributed and maintained using a single pipeline.
This offers the marketing team convenience and saves them valuable time. Since everything is shared, they can access the five websites with one login and update all of the plugins and themes at once, or configure any coding simultaneously.
Masonite’s website uses the Elementor Pro page builder to give non-developers complete drag and drop control over the page design. This enables faster content creation and editing to keep the site fresh and useful, along with the ability to easily test and adjust layouts to optimize marketing performance.
To further enhance performance, WordPress plugins were avoided across the five websites except for the most fundamental features (i.e. Page Builder, SEO, and External Media). Installing additional plugins negatively impacts site performance and makes a site more vulnerable. All project-specific customizations were added manually to ensure minimal overhead and complete control over additional code.
We developed Masonite’s website using these core technologies:
Through WordPress Multisite, the client is able to create and manage as many subdomains or subdirectories on their site as they would like. With this structure, their original website serves as a nexus for the other four sites that their network is comprised of.
For iPhone app construction using native Swift and Cocoa coding. Full native Xcode development provides a higher level of fidelity and code tuning that hybrid solutions like Cordova cannot match. Proximity notification and mapping are two key capabilities the Shine app needed to optimize.
Masonite immediately reaped the benefits of its revamped website. For example, it is now easier for its various target audiences to quickly find, research and ultimately purchase the type of door for their specific needs.
By implementing a superior CMS, it allows the marketing team to update and add new content easily across its five business groups under one centralized location. Finally, as a result of optimizing their pages for speed and performance, Masonite’s website exceeds past performance goals.