The challenge
Valspar's previous website helped to establish the brand, providing a foundation for consumers to find out more about the paint and colours available. But to help Valspar reach its business objectives, it needed a website with the capability to grow and innovate.
The limited scale of the website meant Valspar was primarily reaching consumers at the decision-making phase of the customer journey. However it was missing out on audiences looking for inspiration as well as post-purchase advice.
It was also unclear how effective the website was. With no tracking or goals it was uncertain which areas users engaged with as well as where to attribute its marketing activity.
All this pointed towards a new website. Valspar needed a site which put colour at the forefront of its messaging, had the functionality to help users make informed decisions and showcased the spectrum of choice across colour chips and paint products.
As an added challenge, the first requirement of the website was to support a new TV campaign that marked the start of Valspar's busiest time of year. That gave us four months to design, build and implement a new website that showcased Valspar's brand, products, and USP.