Neighborly: Rebuilding Franchise Sites for Higher Conversions

The Client

Neighborly: From UX Assessment to an Ongoing Partnership

Streamlining and Improving the Buyer Journey Across 20 Brands

Neighborly is the world’s largest home services franchisor with 19 brands — think Molly Maid, Mr. Rooter and Aire Serv — across North America. They initially came to us with two main goals for redesigning their franchise development website: 1. Improve the buyer journey and user experience across their parent brand and 19 microsites, and 2. Increase conversion rates to book a call with their sales reps.

We helped Neighborly create a stronger, more cohesive brand experience across their complex portfolio of brands. In our UX assessment, we identified several opportunities to reduce bounce rates, increase time on page and convert marketing leads to sales leads. We quickly got to work on their site relaunch, which led to an ongoing client relationship working on multiple UX, branding and content projects across their portfolio.

These were the main challenges and how we solved them.

Website Navigation

People lost track of where they were on the website.

The fix: We added branded subnavigation, global search and reorganized the sitemap to reflect buyer intent.

Website Conversion

Run-on content muddied calls to action.

The fix: We included top, mid and bottom funnel conversion points and descriptive CTAs throughout content-heavy pages.

Territory Finder Map

The territory finder was difficult to use and had high bounce rates.

The fix: We completely redesigned the map experience and added easy next-step conversion actions.

impact

With a phased rollout over 6-8 months, Kuno redesigned and repositioned more than 20 templates, rewrote 80+ website pages and rebuilt more than 100+ pages across Neighborly’s website. Our Brand Experience team created a cohesive, modern look that elevates existing branding with a new visual style and clearer brand messaging that speaks to buyers’ pain points. Conversions on Neighborly’s site are up 10 percent since launch.

What started with a UX assessment led to a continued, ongoing partnership. This includes redesigning the resource center and Neighborly’s internal learning management system, as well as evaluating and rewriting their lead nurture email campaigns.

client testimonial

Rich Blazevich

RevOps & Systems Design Leader, Franchise Development Marketing Neighborly

“Our company hired Kuno Creative to redesign our Franchise Development website, and they did an excellent job. Paula was our account manager, and she was very organized, friendly, and professional. Jim, our website designer, delivered the perfect combination of customer focus, creativity, and functionality in the user-friendly designs he developed. Caren and Amy did an excellent job with the content development and the SEO optimization. Rayna and her team developed the webpages in HubSpot with expertise. The Kuno team was a pleasure to work with, and we plan to hire them for many more projects in the future.”

Jasmine Reyes

Sr. Manager, Content & Social Media, Neighborly

“Working with Kuno has been a fantastic experience. They brought creativity, strategy, and real attention to detail to every part of our website and content refresh project. With so many moving pieces, their thoughtful approach and clear communication made all the difference. The result is cohesive, beautifully executed, and truly represents our vision. I’d highly recommend Kuno to anyone looking for a team that combines expertise with genuine care.”

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