Client
01
The brief
Strong credentials, weak digital. Outdated, non-responsive site that failed to communicate services or generate enquiries. Rebuilt around the trades buyer's actual decision path.
02
The challenge
Four years in business, full accreditations (CISRS, CHAS, NASC), zero safety incidents. None of it visible online. The existing site failed to load on mobile, failed to communicate any of the credentials, and asked the visitor to download a PDF to enquire. Enquiries had dropped to near-zero.
03
Our approach
We led with the accreditations on every page (header, footer, dedicated Safety page), wrote conversion-focused copy that named the actual decisions a buyer makes (commercial vs domestic, height, duration), and shipped a one-tap call CTA above the fold on mobile. Build was seven pages, all engineered mobile-first.
Decisions, and what they beat
What was chosen, what it replaced, and why. Each one is a call we would make again.
- Decision 1✓Split commercial / domestic into separate paths✕
Unified services pagebuyers behave differently - Decision 2✓Accreditations in header on every page✕
Buried on About pagethey ARE the differentiator - Decision 5✓One-tap call as primary mobile CTA✕
Contact form firsttrades buyers call, they don't form-fill - Decision 8✓Safety dedicated page with incident record✕
Single Safety paragraphdoes not earn the trust
We'd tried to sort the website ourselves a few times and never got anywhere. Lucent came in, understood the business immediately, and delivered something we're genuinely proud of.
What we'd do differently
We would build the Safety page first next time. It became the highest-engagement page within a fortnight; we under-prioritised it during build.
