client case study

Built on Reputation, Ready For Growth

Cairnview Windows and Doors is a Perthshire-based window and door installation company, located at Perth Airport just outside the village of Scone. Their work focuses on high-quality products and genuine care for their customers, with a reputation for excellent customer service. 

Founded in 1997 as Highland Homestyle by Cheryl’s father, Alan Turner and his business partner Jim Klatschak, the company was passed to Cheryl in 2022. With the next generation at the helm, the ambition shifted from maintaining reputation to driving sustainable growth for the future. 

Despite their excellent reputation, the brand and website no longer reflected the company’s values or ambitions for growth, highlighting the need for a refreshed identity and strategy.

Operating in a competitive and often price-driven market, Cairnview recognised that reputation alone was no longer enough. To grow sustainably and attract the right customers, their brand and digital presence needed to actively support sales, not simply just exist online. 

The key challenges:  

• Limited brand awareness: Years of relying on word-of-mouth meant many potential customers didn’t know who they were. Generating enquiries was harder, especially with a website that didn’t clearly explain their services.
  
• Differentiation in a tough market: The windows and doors industry is notorious for aggressive sales. Cairnview needed to stand out as approachable, trustworthy and genuinely customer-focused.
  
• Showcasing customer service: Their team provides genuine advice and guidance to customers through every step; their marketing needed to reflect this human approach.
  
• Outdated brand identity: The previous brand and website didn’t match the warmth, authenticity or family values of the business. The navigation of the website was clunky, with outdated service listings creating a poor user experience.
  
• Communicating value and honesty: Pricing in the industry can be confusing, with hidden costs extremely common. Cairnview wanted to make it clear that their pricing is fair, transparent and pressure-free, allowing customers to make decisions at their own pace.

Combined, these challenges highlighted the need for more than a visual refresh. Cairnview required a clear strategic position in the market, supported by a brand, website and marketing approach that built trust quickly and differentiated them in a crowded industry.

Brand

Originally known as Highland Homestyle, the business had a strong local reputation. However, there was a disconnect between how they operated in person and how they appeared online.

Together, we repositioned the business as Cairnview Windows & Doors. A brand that communicates clarity, trust and a genuinely stress-free experience for customers. 

• Name: The new name reflects the company’s Scottish heritage, reinforces its local focus and positions the business as approachable yet professional.
  
• Design: Using softer tones to highlight Cheryl’s leadership in a traditionally male-dominated sector while maintaining a professional, trustworthy feel.
  
• Logo: Represents a window looking out onto a cairn, subtly resembling a door, connecting the company’s services to its Scottish roots. The result is something recognisable, friendly and distinctly local.
  

The overall feel is friendly, confident and immediately recognisable to Perthshire homeowners, strengthening their market presence and reinforcing their reputation as a trusted, community-focused business.

Our Approach 

With the new brand established, the focus shifted to ensuring that warmth and trustworthiness were consistently carried through every stage of the customer journey. 

The strategy focused on turning their brand into a working asset, supporting enquiries through search visibility, website experience and social presence, while building long-term authority within the local market.

Putting the people front and centre
Professional photography and candid shots of the staff were incorporated throughout the website and social channels to create authenticity.

Digital transformation with local focus
The website was redesigned with usability and clarity in mind. Key services were easy to navigate, messaging was simplified and pages were optimised for Perthshire-based search terms.

Blogs, case studies and 5-star Google reviews acted as social proof, strategically positioned to build confidence before first contact.

Consistent & engaging social presence
Short and long form video content and trending reels increased visibility and reach, helping Cairnview stay front of mind with local homeowners. 

Paid campaigns targeted homeowners across Perth and surrounding towns, boosting awareness and driving enquiries. Content balanced educational posts, project showcases and human storytelling, building familiarity and trust over time.

Results

Since partnering with Due North Creatives, Cairnview Windows & Doors has seen significant sustained growth and visibility across digital channels. The impact was measurable across website traffic, engagement and social reach. 

Website Performance

• 2,093 users in the first month following launch
• 19,906 users in 7 months 
• Averaging 2,844 users per month 
• Engagement rate increased by 127% since launch 

Rather than a short-term spike, traffic has remained consistently strong,  driven by improved search visibility, clearer messaging and a stronger user experience.

Social Media (year on year 24-25)

Facebook
Audience: 3.7K (+140%)
Views: 759k (+506.5%)
Engagement 3,660 (+140%)
Reach: 1,632 (+525%) 

Instagram
Followers: 486 (+12%)
Engagement: 988 (+245.5%)
Views: 93,623 (+346.5%)

LinkedIn
Followers: 118 (+84.4%)
Engagement: 2.1k (+547.8%)
Impressions: 15k (+428.3%)  

Empowering the team

Along with social media management, one-to-one training was provided for Cheryl and the team, covering LinkedIn, social media best practices and how to confidently present themselves online.

This empowered the team to:

• Talk about their services with authority
• Showcase their expertise and projects
• Engage directly with local homeowners

Cairnview moved from relying on reputation alone to owning a clear, confident position in the market. With a stronger brand and digital presence now in place, the business is attracting more of the right customers and building trust faster.

Impact

The refreshed brand, new website and consistent marketing have enabled Cairnview to:

• Attract the right customers: Homeowners seeking trusted, professional and stress-free window and door upgrades
  
• Strengthen their online presence: Strong local SEO and content strategy helped Cairnview rank higher for relevant search terms
  
• Demonstrate their credibility: A humanised website, case studies and video content highlight expertise and customer-focused service
  
• Support sustainable growth: Increased inquiries and improved local reputation have allowed for team expansion and showroom upgrades

Cairnview’s marketing now reflects the quality and professionalism of the service they deliver every day. More importantly, it gives clarity and confidence, knowing their brand and digital presence are actively supporting the business growth, not holding it back.

Ongoing partnership

Due North Creatives continues to work closely with Cairnview Windows & Doors, providing ongoing marketing support to maintain and grow their presence across Perthshire:

• Social media content creation and management
• SEO optimisation for Perth and surrounding towns and villages
• Graphic design and advert creation for local publications
• Paid advertising campaigns via Google & Meta Ads
• Strategy and overall marketing support

This long-term partnership ensures Cairnview’s marketing continues to evolve alongside the business whilst maintaining visibility, strengthening credibility and driving consistent enquiries across Perthshire.

Visit Cairnview Windows & Doors website here.

View more customer stories here.