Microsite Motivator: Audience Targeting via Web Design

Sherpa! Web Studios’ client Rinnai — the No. 1 selling manufacturer of tankless water heaters — recently redesigned their commercial microsite. By analyzing goals, reconsidering their approach, and prioritizing resources, Rinnai launched a fresh web presence to underscore their leadership in energy-efficient construction and development.

Prior to Sherpa!’s redesign, commercial applications provide an estimated 20% of total unit sales for Rinnai. However, those projects received little-to-no marketing support on the corporate site, while the dedicated commercial site was out of date and unsatisfactory to stakeholders.

The microsite redesign provides developers with features, technical knowledge, and financial benefits of using Rinnai tankless in commercial applications. Developers across the commercial landscape — multi-family, housing authorities, food service, hospitality, healthcare, schools, government, car washes, laundromats, hair salons, schools, and fitness centers — now have a resource with growing examples of similar, successful applications of Rinnai tankless.

Moreover, the microsite features a sizing calculator, online training courses, and technical document search for visitors. Importantly for Rinnai, the contact form features more data capture points to organize and direct responses to sales, sizing, and ROI-related requests, enabling improved internal efficiencies.

Visit Rinnai’s commercial site at rinnai.us/commercial.