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Targeted content for specific customer segments helps shorten the time to conversion.

Differentiation
For any business the difference that makes a difference is key to standing out from competitors. From the beginning of our conversations, I suggested a section “cool stuff Jeff does.” Jeff came up with 10 examples of various representative aspects of home inspections using real life findings from past work. He called them 101’s. Site visitors can click on the images for findings, how they impact the property, and suggested remediation.

Segmenting the Customers
We started with the customer segments of the business.
Property Owners
Buyers
Sellers
Realtors
Listing
Selling
Commercial Brokers
For each segment we broke out individual target situations. Site visitors can easily identify their personal buyer stage and continue on to content that addresses their specific needs.
For buyers we targeted six main groups and created a unique page for each group.

The subpage calls the visitor to identify their personal situation.
Once they click on their identifier, they arrive at a page that addresses their unique concerns. This example is the Relocation Buyer. We kept text concise addressing the specific needs of families who need a home in a new neighborhood, town, state, or country. Pricing (by property size) and the call to action Book Now are directly below.

Target Iterations
For each identified target market we replicated the process. Each page addresses specific concerns, illustrates the solution provided by the business, and calls the visitor to action.

The Right Content for the Right Customer
The blogs are between 300 and 500 hundred words written in the same style. Each article mirrors the business style of specific image illustrations accompanied by straightforward, easily readable text without industry jargon. Each blog combines two elements
illustrative findings of structural or system issues
related importance to the customer–health, safety, wealth conservation, etc.–illustrating the significance of the finding
Three days after the website went live, the numbers validated the design process:
30 Visitors
9 Shares
Bounce rate 48%
Pages/sessions 2.98 per visit
Session duration = 3:18 minutes
13% of visitors placed a service order
four new customers in three days.
Semantic writing involves understanding the business and the customer base. This project is an example of how they intertwine.