Door And More

The brief

Trade businesses that diversify end up with a naming problem. Everyone in Pretoria who knows Door And More knows them for garage doors, so the site cannot lead with anything else. But the business now installs CCTV, access control, boomgates, security lighting and full solar systems, and a site that only talks about doors loses every one of those enquiries.

The second problem is that these are considered purchases. Nobody buys a gate motor or a solar installation off a product page. They want evidence of workmanship and a phone number.

What we built

The homepage leads on garage doors and automation, because that is the search everyone arrives on, with the wider security and power offering set out directly underneath rather than hidden behind a menu.

The Services page breaks the range into systems - garage doors, repairs and servicing, gate automation, intercoms, CCTV, access control, boomgates, security lighting and solar - so each one is described in its own words instead of being compressed into a single line.

The gallery is split between garage doors and solar installations. For installation work, photographs of completed jobs do more than any amount of copy, and separating the two means a visitor looking for solar is not scrolling through garage doors to find proof.

The phone number sits in the header on every page, next to a call button. Quote requests in this trade start with a call far more often than a form, so the form is there for the people who prefer it rather than as the only route.

Why it works

Pretoria, Centurion and Midrand are named in the copy rather than left implied. Local service businesses lose work to competitors who simply say where they operate, and it costs nothing to be explicit.

Describing each system separately also gives Google far more to work with. Someone searching for a boomgate installer and someone searching for a garage door repair are two different people, and the site now has a surface for both rather than one generic page trying to catch everything.