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Booked before the salt hits
Krown protects vehicles from rust through 300+ dealers across North America. We rebuilt their site as one headless platform that runs every dealer's storefront and the booking behind it.
Design and strategy by Daughter Creative. Platform by Paper Crane. Live since April 2025.
2.8×as many people reached a booking page in the first year
We built one site, 300 times over
Every Krown dealer has its own site, generated from one source in Sanity. When a location opens or changes its hours, nobody starts a build. The page just appears, on brand and ready for search.
- 300+dealer sites on one platform
- 40+components Krown's team builds pages with
- EN/FRon every page, URL and component
Fewer steps to the service bay
The old site sent people to a store locator first. Now the site works out where they are and opens their nearest dealer, with that dealer already filled into the booking form. Try another city.
- 1They landWe read the visitor's region the moment they arrive.Kingston, ON
- 2Their dealer opensThey start on their nearest dealer's site, not a store locator.Krown Kingston
- 3Booking is readyThat dealer is already chosen. The next step is picking a date.Krown Kingston
One in eight became one in three
On the old site, about one visitor in eight ever reached a booking page. In the new site's first year, more than one in three did.
12%to36%of visitors reached booking
Counted as people, once each, who viewed any booking page. That's 2.8× as many people as the year before, and 3.2× over the last twelve months.
Every rush got bigger
Krown's year has two rushes: a small one in spring, and a big one when the salt trucks come out. In the new site's first year, both were far bigger than anything the old site saw.
People reaching booking each month, indexed so the old site's best month, October 2024, is 100. The new site's November came in at 243.
Not one market. All of them.
The lift wasn't one province carrying the rest. In each of Krown's twelve biggest regions, on both sides of the border, a far larger share of visitors went on to book.
Share of each region's visitors who reached a booking page. Rust is the old site, yellow the new one, on the same scale.
- OntarioON15% → 44%
- QuébecQC17% → 40%
- Nova ScotiaNS8% → 40%
- New BrunswickNB13% → 41%
- AlbertaAB12% → 34%
- British ColumbiaBC7% → 26%
- P.E.I.PE16% → 40%
- NewfoundlandNL10% → 20%
- MichiganMI12% → 33%
- New YorkNY6% → 27%
- OhioOH7% → 25%
- PennsylvaniaPA2% → 24%
The dip, then the climb
Moving a large site means a dip while Google re-reads it. Krown's dip lasted one summer. By the next spring it held 38% more top-three rankings than the old site ever managed.
13.8to5.7average Google position
And search visitors are now about twice as likely to reach booking: 17% of them did on the old site, 35% on the new one.
French got its own site, not a translation
French pages have their own URLs, their own search terms and their own booking flow. French-speaking visitors now reach booking at an even faster rate than English ones.
RÉSERVEZ
- French visitors reaching booking
- 3.3×
- English, for comparison
- 2.7×
Booked, and back next year
The booking flow checks the dealer's real availability as people go, so nobody picks a time that isn't free. More than one in four people who start a booking finish it, and the confirmation email makes next year's rebooking a single tap.
- Service
- Rust protection
- Vehicle
- SUV
- When
- Saturday, 9:00
- Language
- English
- 3×as likely to reach booking on a phone11% of mobile visitors did before, 36% now
- +43%longer visits on mobileaverage visit length, year on year
- 40+page-building componentsKrown's team publishes pages themselves
“I am the Marketing Director for a company with 300+ dealers. We have really enjoyed working with Robert and his team at Paper Crane. Their post-launch support sets them apart from other agencies we have worked with.”
Running a network of locations?
We build platforms for brands with many storefronts: one system behind every location, and we measure what changed after launch.
Design and strategy by Daughter Creative. Platform by Paper Crane.
