Increase Conversions with Audience-Specific Positioning

The current site presents itself to two audiences at once. Below are two demo pages showing a proposed redesign where each type of visitor gets a purpose-built entry point with messaging, structure, and CTAs designed specifically for them.

View Trade Landing Page View Residential Landing Page

The Case for Targeted Messaging

Light & Shade Solutions currently positions itself as both a west coast exclusive distributor of premium architectural concealment systems and a "concealment solutions for your home" brand. Those two messages appeal to different types of visitors.

Current State

✗ Mixed trade + homeowner messaging
✗ One generic contact form for all visitors
✗ Dealer page is actually a job application
✗ Test page visible in navigation
✗ No audience-specific conversion paths
✗ No mid-funnel CTAs (specs, drawings, consults)

Proposed State

✓ Trade-first positioning with clear identity
✓ Separate paths for architects, builders, integrators
✓ Real trade portal replacing broken dealer page
✓ Clean navigation, no test artifacts
✓ Audience-specific funnels and CTAs
✓ Spec downloads, drawing requests, consults

What You Are Looking At

Two demo landing pages built using your existing brand identity. Each one shows how the same business can speak directly to a specific audience with tailored messaging, structure, and conversion paths.

Demo 1

Trade Landing Page

Built for architects, builders, AV integrators, and dealers. Spec-first language, trade CTAs, resource access, and audience-specific routing. This is the primary business positioning.

View Trade Page

Demo 2

Residential Landing Page

Built for homeowners and residential clients. Lifestyle-first language, simpler CTAs, and approachable messaging. Shows how the residential audience can be served without diluting the trade brand.

View Residential Page