Challenge
TruTeam is the nation’s leading installer of insulation and building products with both national scale and local presence. Despite its leadership, the old website was difficult to navigate and made it hard for customers to find the information they needed. Homeowners, builders, and contractors each had different needs, but the site lacked clear pathways and intuitive design. As a result, TruTeam struggled with inconsistent local visibility and lost opportunities to capture qualified leads.
Solution
Fratzke partnered with TruTeam to completely redesign the website with a focus on clarity, speed, and conversion. Built on WordPress, the new platform dramatically reduced friction by creating intuitive navigation and audience-specific journeys that made it easy for visitors to find relevant information and request a quote. A branch locator and dedicated local branch pages highlighted services and connected customers to their nearest team. Conversion-optimized forms, streamlined calls-to-action, and simplified quote requests made it seamless for leads to engage with TruTeam.
Behind the scenes, we designed a backend that balances national scale with local flexibility. The national office controls the CMS to maintain brand consistency and overall strategy, while local branch managers have the ability to customize their branch information and highlight local services. This structure ensures TruTeam’s brand stays unified across markets while still feeling personal and relevant to local audiences.
Results
The redesigned website transformed TruTeam’s digital presence into a powerful growth engine:
- Dramatically decreased friction for leads to find information and submit quote requests.
- Increased organic traffic through enhanced SEO and optimized content.
- Higher-quality leads with stronger conversion rates across calls, forms, and registrations.
- Improved engagement through clear messaging, intuitive navigation, and tailored resources for each audience.
- Scalable backend design that supports national oversight, local customization, and seamless marketing integrations.
By combining national authority with local strength, TruTeam now has a digital platform that attracts more visitors, converts them into high-value customers, and provides the flexibility to grow across every market.
