With five locations, Kenworth Northeast (KNE) is a regional powerhouse for commercial truck sales and service. In 2015, the management team at KNE realized the company was in need of a new website that accurately demonstrated the quality, service and expertise offered to customers, as well as a better visitor experience.
Understanding that a website is now the centerpiece of a company’s marketing – both for new customers and existing customers, the Abbey Mecca digital team applied their talents and insight to Kenworth Northeast’s vision for a new website that offers a great user experience while boosting the brand.
Our approach to website development alway begins with a strategic assessment of the client’s site and main objectives. From there, we can design a site that not only delivers on an enhanced user experience, but also delivers on the brand promise. For KNE, our strategic approach revealed the need to first modify the KNE brand – finding the right visual balance with Kenworth branding and the company’s identity as Kenworth Northeast. As a Kenworth dealer, it is necessary to have an association with the manufacturer in branding, however, the company still has a need for an independent identity.
This balance is illustrated on the main site page which features red and white elements along with a revised Kenworth Northeast logo. A main page slider showcases Kenworth Northeast newest fleet of trucks.
The navigation tabs along the top, as with the rest of the new site, are easy to read and follow. Additionally, links to important areas of Kenworth Northeast’s business fill the header selection tab. The header selection tab also has a drop-down feature, providing more navigation options.
The visually appealing features complement functionality that includes an online credit application, and schedule service interface – elements designed to strengthen Kenworth Northeast’s customer service.
Through relevant content, updated news, and an integrated social media channel, the new website is search engine optimized while offering visitors a content-rich experience. The seamless navigation between pages is important for users, providing visitors with the right information at the right time during web sessions.
The new website is responsive, meaning the website is completely compatible across phones, tablets and desktops. Dimensions of the website adjust according to the screen size the website is displayed on, and graphics on the site maintain clarity and detail. Google Analytics was also added to the new site to help better understand how customers and prospective customers use the company website.
Kenworth Northeast is an independently owned truck dealership supplying the northeast region with The World’s Best® heavy and medium duty trucks and parts. As a comprehensive Kenworth dealer, Kenworth Northeast serves customers in the United States and Canada, and consists of 6 convenient locations in New York and Massachusetts.
Have questions or want to talk about your website? Contact the Abbey Mecca Digital Marketing team.