The Challenge
TBCRN needed to serve three distinct audiences from one website: homeowners looking for contractors, contractors looking to join the network, and referral partners looking to collaborate. Asking one homepage to serve every search and every audience meant nobody got a clear, fast path to what they needed.
The Strategy
Instead of treating the homepage as a catch-all, we broke the site into intent-driven sections. Each audience gets its own entry point with messaging, architecture, and conversion paths tailored to their specific needs.
What We Built
Why It Matters
Instead of asking one homepage to serve every search and every audience, TBCRN became a network of intent-driven pages. Each page targets a specific need, answers a specific question, and routes the visitor to a specific action.