From Word-of-Mouth to Online Word-of-Mouth:
How Cazbah Helped Drapery Industries Strengthen Visibility and Attract Better-Fit Commercial Buyers
Executive Summary
Drapery Industries is a family-owned commercial manufacturer based in Rochester, New York. Celebrating its 60th anniversary in 2026, the company manufactures and installs custom window treatments, roller shades, blinds, valances, hospital cubicle curtains, and large stage curtains for schools, healthcare facilities, businesses, offices, contractors, architects, designers, and other commercial customers across Western and Central New York.
One of Drapery Industries’ strongest differentiators is control. The company manufactures in-house, installs with its own team, and avoids subcontracting. That allows Drapery Industries to stand behind its work, warranty its products, and manage projects from start to finish.
Before working with Cazbah, Drapery Industries had a strong local reputation, but its online presence was not doing enough to reflect the company’s capabilities. The business relied heavily on traditional referrals, repeat customers, and in-market reputation.
Since partnering with Cazbah, Drapery Industries has an updated and optimized website so prospects can find them online. The website is designed with user experience in mind and showcases Drapery Industries’ unique products and benefits for customers. “When customers come to us, they know exactly what we do.”
Cazbah Value Delivered
- A website optimized for user experience and for online search
- Targeted website content and keywords that attract a specified target audience
- Increased qualified leads from first time customers
- Dedicated and responsive Cazbah team for seamless website changes
The Challenge
Drapery Industries had the experience, product breadth, craftsmanship, and commercial specialization buyers needed, but the website was not fully showing the market what the company could do. That shift created a clear challenge.
The Cazbah team needed to harness the valuable product specifications already on the existing website and transform them into useful information a prospect on the website was searching for. The key was to create a balance between valuable content and eye-catching product visuals, optimized for real website visitors and search engines.
“Before working with Cazbah, our online presence, we didn’t really focus on it,” said Office Manager Ashlee Cecere. “A lot of word of mouth, but as things evolved over time, word of mouth really becomes an online word of mouth.”
The Solution
Cazbah helped Drapery Industries build a stronger, modern, and more visually appealing online presence that better reflects the company’s real capabilities, with case studies to back them up.
For a company that manufactures and installs physical products, images and video matter. Buyers want to see finished roller shade installations, commercial blinds, healthcare cubicle curtains, school stage curtains, and custom window treatment work before they decide to start a conversation.
Ashlee described the gap clearly: “Our website definitely had a gap of what we can do and what we showed we can do.” Through the partnership with Cazbah, Drapery Industries began paying more attention to updated product photography, video, website content, and social media so prospects could better understand the company before calling.
That visual proof helped reduce the need for repetitive explanation. Before the improved online presence, the sales team and staff often had to walk buyers through basic capabilities, materials, and product options. Now, the website and social channels help do that work earlier in the process.
“Before working with Cazbah and before updating our website and our online presence, our sales team and employees would have to, … it was a lot of hand-holding,” Ashlee said. “Now we can just direct everybody right to our website or our social media.”
Cazbah also helped Drapery Industries clarify who the company is best suited to serve. That included making the company’s commercial focus and regional service area easier to understand, which is especially important for filtering out residential inquiries or prospects outside their service area.
The Results
The improved online presence has helped Drapery Industries attract better-fit inquiries and streamline their sales process.
Before Cazbah, many leads came from repeat customers or people who had heard about the company through word of mouth. That legacy reputation still matters, but today the company receives more business-to-business inquiries and fewer wrong-fit calls.
Ashlee explained, “Really just repeat customers, people that had heard about us from somebody else,” when describing the old lead flow. “But now we get a lot of different calls, a lot of business-to-business.”
That shift matters because Drapery Industries is not a residential drapery shop for everyone. Its strongest opportunities are commercial, institutional, healthcare, education, and business customers who need durable, professionally manufactured and installed products.
Ashlee said the company is now seeing more qualified opportunities. “Since working with Cazbah, the quality of our leads have changed sufficiently. We definitely get more qualified leads that we can turn right over into a sale.”
The website has also helped buyers self-qualify. Prospects can see the areas Drapery Industries serves, understand its commercial focus, and review the types of work the company provides before reaching out. That makes the conversation more direct and more productive.
“I do find that it is much more of a better fit,” Ashlee said. “When customers come to us, they know exactly what we do. The areas we serve; that’s a big piece of it because we don’t serve all areas.”
The result is a cleaner, more efficient path from inquiry to sale. “It was definitely more of an efficient process that was more of a direct lead, and we could take it right to a sale,” Ashlee said.
Client Perspective
For Drapery Industries, the value of Cazbah is not just campaign work. Ashlee and the Drapery Industries team have confidence that the company’s online presence is being managed, updated, and protected over time.
“We think we’ve had a wonderful return on investment working with Cazbah over all of these years,” Ashlee said. “It’s kind of something that you forget about because they just handle it for us, and we don’t worry at all about it getting done.”
That peace of mind matters to a busy office and operations team. Website updates, content, blog articles, adding imagery, and monthly conversations are handled as part of the ongoing relationship.
“If there’s anything I need done to the website, I just email, and that just gets taken care of,” Ashlee said. “It takes something off my plate that I don’t have to handle.”
Ashlee also emphasized the importance of keeping the website current. “Everything has to be updated online constantly,” she said. “Simple blog articles are really important. And we’ve learned over time, updating photography, imagery, any information you can update on your website constantly keeps it relevant.”
The Outcome
Drapery Industries already had the reputation, craftsmanship, history, and commercial expertise. Cazbah helped make that value easier to see, easier to understand, and easier for the right buyers to act on.
By improving the company’s online presence, strengthening visual proof, clarifying its commercial focus, and keeping content current, Cazbah helped Drapery Industries turn traditional word-of-mouth into modern online word-of-mouth. As Ashlee put it, “Cazbah helped us continue to grow our business and keep us around for the next 60 years.”
Customer Quote
“When customers come to us, they know exactly what we do. The areas we serve; that’s a big piece of it because we don’t serve all areas.”
Wondering why you're NOT getting Leads & Sales from the Web?
Is your online presence not converting as expected? it's time to pinpoint why. Our free analysis call offers a deep dive into your digital marketing strategy, identifying gaps and opportunities for growth.