The design problem
Northgate Property Care is a fictional business that maintains both private homes and commercial buildings. Those two audiences want very different things:
- Homeowners want to know whether Northgate covers their problem and their area, and how quickly someone can visit.
- Facilities managers want evidence of reliable processes, planned maintenance contracts, and compliance documentation.
A single generic homepage serves neither audience well. The concept also assumes the current quote form asks only for a name, email, and message. That leaves the team calling back to ask for the property type, location, and urgency before they can quote.
Proposed solution
Two clear entry points
Directly below the headline, the homepage asks visitors which describes them: "I own or rent a home" or "I manage commercial sites." Each path leads to pages written for that audience, with relevant services, process explanations, and calls to action.
Service pages built around buyer questions
Each service page follows the same structure: what is included, how a visit works, coverage area, and what affects the price. This structure is consistent enough to be easy to maintain, but each page is written for its specific service rather than copied with keywords swapped.
A quote request that gathers what the team needs
The quote request is split into three short steps: property type, service and urgency, then contact details. Answers are routed to the right team. The form is fully accessible, works without JavaScript as a single page, and never asks for information the team doesn't use.
Campaign landing pages
A landing page template supports paid search campaigns for specific services, such as commercial roof repairs. The search ad, the landing page headline, and the form all repeat the same specific promise.
Features demonstrated
- Audience-based information architecture
- Reusable service page template with service-specific content
- Multi-step quote request with progressive enhancement
- Paid search landing page template with conversion tracking points
- Technical SEO foundations: clean URLs, structured headings, and internal links between related services
Limitations of a concept
We have not tested this design with real customers, and the content would need input from people who actually do the work. A real project would start with discovery interviews and the business's own inquiry data.