In today’s social media–heavy world, companies need a solid web presence and strong branding to get noticed. The big-box stores certainly have it—so how can smaller operations compete? Millard Lumber of Omaha, Neb., did so by creating a new website and launching its “More Than Lumber” ad campaign.

The revamped website provides the company with a web presence that goes above what the average LBM dealer offers. New designs are mobile- and tablet-friendly, making the site a good tool for the firm’s salespeople and for its professional customers, who serve clients of their own. As an increasing amount of web traffic comes from mobile devices, it has become more important for businesses to have sites that are easy to navigate on smaller screens. 

“To better adapt to the changing digital landscape, we prioritized building a responsive website to create a consistent brand experience for all website traffic,” explains Brandi Bothe, graphic design and social media specialist. 

Responsive design principles helped the company create a site that works equally well on any device.
Responsive design principles helped the company create a site that works equally well on any device.

Going mobile wasn’t enough; Millard Lumber also needed to strengthen its brand. The idea started with a word cloud generated by analyzing the existing website along with customer reviews. Words were represented by size according to frequency of use—the largest were quality, community, technology, experience, and trust. After brainstorming and some debate, the team landed on the phrase More Than Lumber. It works both on its own and in combination with words that Millard Lumber wants to connect to its brand, such as relationships, experience, innovation, and opportunity. 

Millard Lumber's "More than Lumber" campaign is reflected across its various ad platforms.
Millard Lumber's "More than Lumber" campaign is reflected across its various ad platforms.

These identifiers help the company stand out from its competitors by emphasizing its history as a family-owned local business and its commitment to service. The campaign is being used on the web and in print ads to tell one cohesive story. This approach was also aimed at expanding the company’s customer base by letting the public know that Millard Lumber isn’t just for contractors. 

Becoming mobile-friendly has paid off in a big way: According to the firm, 73.5% of mobile traffic to its website is from new visitors, and mobile and tablet visitors spend over 50% more time on the website than desktop traffic. Millard also counted 5,752 previously uncaptured mobile and tablet visitors, estimating it has been missing out on 30.5% of web traffic because the old site wasn’t easy to use on these devices. 

“By giving our website a complete overhaul, we are engaging a much larger market of online shoppers that many companies in the LBM industry are still overlooking,” Bothe says.