Refined Stone

Located centrally in Berlin CT, the Refined Stone showroom is the destination for Connecticut residents looking for Granite or Marble natural stone. Whether you are planning a complete kitchen or bathroom remodel, constructing a new home or simply want to replace dated Corian or Laminate, a visit to the Refined Stone showroom will provide the inspiration needed to choose just the right stone for your lifestyle.

Refined Stone entered a partnership with Tortus when they decided it was time to update the look and feel of their existing website. In the discovery process, Tortus discovered that their existing website was unsecure, meaning that anybody who knew the right url could make changes to the live site. Tortus made it a priority to get a new site up that not only addressed any security concerns but that also functioned as a sales tool for the showroom staff.

The new site incorporates a custom Content Management System that allows select employees to add last minute sales and remnant offers to the news section. Refined Stone also posts a monthly newsletter that they send to their customer database using the Tortus Email Marketing System. Their monthly newsletter features new products and stone cleaning tips, as well as a monthly cocktail recipe and other fun tidbits. Not only does the newsletter help them keep in touch with their target market once a month, Refined Stone has also been able to close new accounts from newsletter leads.

"I got two calls last week from the website. One customer is planning a slate kitchen and found us from the slate kitchen I posted on the portfolio section. I also received a call from a prospect who has been "following" our website since October while they have been planning their kitchen. They're interested in Soapstone.  
The website really does work!"

-Refined Stone Office Manager, W.S.

The online portfolio showcases detailed photographs of some of the custom marble and granite work that Refined Stone has installed. The sales staff can easily add new case studies and testimonials to this section, as well as direct potential customers to examples of kitchens using the same type of stone they may be interested in. In addition to being used internally and at home shows, the rich content within the portfolio section has been beneficial to Refined Stone's excellent search rankings. Being on the first page of Google for their search terms has lead to many new clients that were once unfamiliar with the Refined Stone showroom.

Since launching the new and improved Refinedstone.net, the stone artists have closed numerous sales from web-driven customers. In fact, the website has allowed Refined Stone to cut back on costly advertising such as yellow pages, TV spending and direct mail.

As they continue to gain momentum on the web, Refined Stone plans on increasing their online marketing efforts. Be sure to check back soon for new and improved functionality!