ELEKTROMA

The company worked three markets at once: installations in single-family homes, upgrades in apartment blocks and low-voltage networks in industrial buildings. The old site described all three in the same paragraph.

Enquiries arrived at random. An industrial client saw no evidence the company worked at that scale, and a homeowner had no idea whether a small job would even be accepted.

I read a year of quoting correspondence and sorted it into six recurring job types. Each type had its own vocabulary, its own paperwork and its own decision maker.

The conclusion was straightforward: the site needed six clearly separated entry points rather than one service list with six bullets.

Every service got its own card with a photo from a real job, a list of the work involved and the type of building it applies to. The card answers "do you do exactly what I need" before anyone picks up the phone.

The opening section is built on a photograph of the team at work. In this trade, trust comes from seeing people and equipment rather than an illustration.

The site is a set of ready-made files rather than a program that recalculates on every visit. It opens in about a second even on a weak signal, and an update cannot break it.

Photographs are prepared automatically in three sizes, so a phone downloads a small file and a large monitor gets a sharp one. Adding a job to the gallery takes me a few minutes.

Quote requests rose 58% within four months of launch, on the same advertising budget.

The bigger change is in the shape of those requests. Clients now name which of the six areas they need, so the first reply is specific.

Splitting six services into six separate entry points did more than any visual change. The site started qualifying enquiries instead of only collecting them.