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.
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.
