Audience StrategyService / Websites
Knock On Wood
01
Project brief
A dual-path website that serves residential and commercial buyers without making either audience work through irrelevant content.
- Client
- Knock On Wood
- Role
- Web Design & Development
- Year
- 2025
- Disciplines
- Audience strategy · Web design · Lead qualification
02
The difference
The work, in numbers
- +80%
- Commercial-fit inquiries
- +15/mo
- Qualified commercial opportunities
03
The challenge
What needed to change
Homeowners wanted reassurance and fast contact, while property managers and small businesses needed proof of process, reliability, documentation, and predictable scheduling. The old site treated both groups alike, producing mixed-quality leads and uncertainty among commercial prospects.
04
The approach
How we built it
We created separate residential and commercial pathways with tailored messaging, proof, service boundaries, calls to action, and forms. Commercial visitors see operational credibility and ongoing-maintenance options, while residential visitors can quickly request a service or call.
05
The outcome
What changed
Commercially appropriate inquiries increased by 80%, adding approximately 15 qualified opportunities per month and giving property managers greater confidence in the company.
06
Scope of work
What we delivered
- Audience segmentation
- Information architecture
- Conversion copy
- Service-page design
- Lead-form strategy
