Three markets. Four cities. One site that doesn't fight with itself.
Stratalock sells a foundation-repair technology most people have never heard of: deep polymer injection instead of traditional piers. Their buyers are three different worlds — nervous homeowners, commercial property owners, and infrastructure GCs — each with their own vocabulary, budget and decision timeline. The old site tried to talk to all three with one voice and reached none of them.
A 27-page custom site organized by buyer. Three vertical landings (residential, commercial, infrastructure), dedicated service-area pages for the four metros they operate in, eight case studies indexed by location and service type, and a process page that walks a homeowner and a structural engineer through the same procedure without insulting either one. We walk through why each of those 27 pages is there on our page about contractor websites.
Each market lands on copy and photography that fits their world. Per-metro pages pull local case studies into local SEO. Engineers get the spec they need; homeowners get the reassurance. The phone rings differently now — by vertical, by city.
Built like a system, not a website.
Twenty-seven pages. All from the same component library.
We're selling a technology most people haven't heard of, to three audiences that don't read the same way. Bullfinch actually understood that before they drew a single screen and the site shows it.
Built as a system, not a homepage with extras.
We mapped three buyer journeys before drawing anything.
Homeowners want to feel safe. Commercial property owners want a timeline. Infrastructure GCs want spec compliance. We wrote three different value propositions and tested each on real prospects in those segments before committing to a single layout.
One component library, twenty-seven pages.
Built every page from a tight Astro component system — vertical landings, service deep-dives, service areas, case studies, all from the same kit. Adding a new metro or case study is an afternoon's work, not a new project.
Local SEO, not stuffed copy.
Each service-area page is structurally identical, populated from real case study data, with its own LocalBusiness schema and indexed case studies for that metro. Nothing rewritten by hand per city — the data drives the page.
Half their leads come from a phone on a job site.
