Wall2Wall Group is a CHAS-accredited plastering, dry lining, rendering and insulation firm based at Atex Business Park in Stowmarket, working across Suffolk, East Anglia and Essex. Their customers fall into two groups: people having work done on their own home, and builders, developers and main contractors with a scheme to price. Same four trades, very different conversations.
Same trades, different questions
The homeowner asks
What will it look like when it's done? How much is it, and will I understand the quote? Who's coming to my house, and will they leave a mess? What happens after I call?
The site manager asks
Will your gang turn up when the programme says? Is the paperwork ready before you're on site? Can you take the whole internal package, or just one trade? Where do I send the drawings?
Answer both on one page and it ends up vague for both. The homeowner wades through talk of plots and programmes, and the contractor scrolls past reassurance about tidy work looking for the bit about RAMS. Neither gets a clear next step.
What's on the site now
The split starts at the front door. Domestic and Commercial are the first two items in the menu, and straight under the homepage introduction there are two cards: "Domestic Services: render, plastering & insulation for your home" and "Commercial Services: full packages for builders, developers & contractors".
The Domestic page is headed "For homeowners". It covers three things (external rendering, plastering and skimming, and insulation) and explains in plain terms why Wall2Wall sprays render rather than hand-applying it: one consistent finish across the wall, less time with the house under scaffold, named Baumit silicone systems, and itemised quotes, summed up as "a price you can read". A four-step "From first call to finished wall" section shows what happens next: call or send photos, a site visit, an itemised quote, then the work. The projects shown are homes: a barn conversion in Essex, a new-build in Kenton and a re-render in Woolpit. The button says "Get a free quote".
The Commercial page is headed "For builders, developers & main contractors". It leads with packages (dry lining and boarding, plastering across whole developments, insulated linings, render to schemes) and a section called "What you're actually buying": labour on the date agreed, one subcontractor for the internal package, CHAS accreditation with RAMS supplied before they're on site, machine-applied render, and "the same finish on plot 1 and plot 9". The projects are schemes, including six new-build homes in Little Abington for TGL Properties, flats in Cambridge and an office fit-out in Stowmarket. The button says "Send us your tender", and it goes to its own tender page where a contractor can upload drawings, add a programme and give a return date.
Both routes link to the same trade pages for the detail, and share the same phone number, brand and accreditation. Only the way in changes.
What this means for your business
Plenty of trade businesses have two kinds of customer: an electrician doing house rewires and commercial fit-outs, a landscaper with private gardens and housing developers, a cleaning firm with homes and offices. If that's you, here's what I'd take from it.
Write down the questions each one asks. Two short lists. If they're mostly different, you need two routes.
Split at the front door. Put the choice in the menu and near the top of the homepage, not on page three.
Give each its own next step. A homeowner wants a free quote. A contractor wants to send drawings and a return date. A single generic form loses the information you need to price the job properly.
Sort your examples by audience. Wall2Wall didn't need new projects. The existing ones were sorted into homes and schemes, so each visitor sees work like theirs.
Use each audience's words. "Decoration-ready" and "no mess left behind" for the homeowner; "programme", "plots" and "RAMS" for the site manager.
Keep what's shared, shared. One set of service pages, one brand, one phone number. You don't need two websites, just two front doors.
What I won't claim
It's too early to say what difference this makes to Wall2Wall's enquiries, and I'm not going to invent a number. What I can say is that each kind of visitor now lands on a page that answers their questions, in their language, with the right next step.
You can see the brand and website I built for Wall2Wall in the Wall2Wall case study, and what each website package includes on my pricing page.