Element Queensland: Turning a Multi-Service Trades Brand Into One Conversion Machine
Element Queensland delivers multiple trade services under one brand — commercial and residential. Their old site tried to sell everything on the home page, so every visitor scrolled past nine tenths of the copy to find what they came for. We rebuilt the site around clear service hubs, one consistent quote flow, and trust signals that apply to every service — turning a broad brand into a single conversion machine.
The Results
Illustrative outcomes reported by the client following the redesign. Figures reflect first-party observations, not independently audited metrics.
The Challenge
- The home page tried to summarise every service, so it took a mile of scrolling for a visitor to reach the one they actually cared about.
- Each service had inconsistent copy, imagery and CTA style — the brand felt like several small websites glued together.
- The quote flow was different on every service, so visitors moving between services had to relearn the process each time.
- Commercial vs residential intent wasn't disambiguated anywhere — commercial buyers landed on residential-toned pages and bounced.
The Approach
- Rebuilt as a hub-and-spoke IA: home page routes fast to a dedicated hub per service, each hub goes deeper into projects and FAQs.
- Unified the quote flow into a single component reused across every service — one consistent interaction, prefilled with the service context.
- Added a Commercial vs Residential split at the top of every service hub so intent is captured immediately.
- Built one 'why us' band (licences, insurance, warranty, response time) reused across services so trust signals are consistent and easy to update.
What We Built
Hub-and-spoke IA
Home routes fast to a dedicated hub per service, each hub goes deeper into projects and FAQs.
One unified quote flow
Same component across every service, prefilled with service context — visitors learn it once.
Commercial ↔ residential split
Every service hub disambiguates intent at the top so commercial buyers don't bounce off residential pages.
Reusable trust band
Licences, insurance, warranty and response time in one component reused everywhere — always consistent, easy to update.
Service + LocalBusiness schema
Every hub gets Service schema with areaServed; LocalBusiness sitewide.
Fast Core Web Vitals
Sub-2.5s LCP, CLS under 0.1, INP well under 200ms even on service pages with heavy imagery.
"The new site feels like one business now. Enquiries are cleaner, the quote form is the same everywhere, and we can add a service without redesigning the site."
Key Takeaways
- Multi-service brands need hub-and-spoke IA, not a blended home page trying to sell everything at once.
- One reusable quote component beats bespoke forms per service — every time.
- Split commercial vs residential intent on the very first section of every service hub.
- A reusable trust band keeps every page consistent and slashes maintenance cost.
Technologies Used
React
TypeScript
Tailwind CSS
SupabaseService SchemaLocalBusinessVite ImagetoolsFrequently Asked Questions
How should a multi-service trade business structure its website?+
Hub-and-spoke. The home page routes fast to a dedicated hub per service, and each hub goes deep on that specific offering. This scales as you add services and avoids the 'summarise everything on the home page' trap.
Should commercial and residential live on the same site?+
Yes — but you have to disambiguate intent at the top of every service hub. A simple 'Commercial | Residential' split at the top saves you from losing commercial buyers who land on a residential-toned page.
Why unify the quote flow?+
Because visitors move between services and shouldn't have to relearn the form each time. One unified component prefilled with service context is faster to build, easier to maintain, and easier for visitors to complete.
How long does a multi-service trades website take?+
Element shipped in about nine days. Timeline scales with number of services (each needs a hub, imagery, copy and schema) more than anything else.
What tech was used?+
React with TypeScript, Tailwind CSS, Supabase for enquiry data, and vite-imagetools for AVIF/WebP image delivery. Service + LocalBusiness schema with AreaServed on every hub.
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