Horan was already doing a lot of things right. They invest in the quality of their fuel to offer a clean-burning, efficient, and environmentally friendly premium product; they have the most on-site bulk storage of any heating oil dealer in the area; and their service reputation is second to none. However, they’re not the cheapest shop in town, which at times was holding them back. We viewed the new website as an opportunity to flip the price narrative on its head (cheap fuel costs more!), while making the case for Horan’s unique selling proposition and extending their high standard of excellence to the digital world – all while achieving a warm, inviting aesthetic befitting of a family-owned local business.