Structural engineering
Commercial B2B division
A practice known for domestic calculations built the digital positioning it needed to win commercial contracts.
A specialist structural engineering practice had built a strong domestic business: calculations, beam design and inspections for homeowners and small builders. Volume was healthy, but fees were small, projects were short and the workload was relentless.
The directors wanted to open a commercial division serving contractors, developers and repeat corporate clients — longer engagements, larger fees, fewer transactions. The obstacle was perception. Everything about the practice's digital presence spoke to homeowners.
The brief was to build the credibility a commercial buyer needs to see before they will send an enquiry, without damaging the domestic channel that was funding the business.
Present the practice as an engineering consultancy, not a domestic calculations service.
Give homeowners and contractors distinct journeys without splitting the brand.
Target the contractors and developers who commission engineering work repeatedly.
Commercial buyers of engineering services are not comparing prices — they are assessing risk. So the work started with evidence: how the practice runs projects, how it handles design changes on site, how quickly it turns around calculations when a programme slips. That is the material that gets an engineering practice onto a tender list.
The website was restructured into two clear routes. Homeowners kept a fast, simple path to a quote. Contractors and developers were given a consultancy-grade route covering sectors served, scheme types, project process and technical capability.
Search strategy followed the same split. Domestic terms were protected because they pay the bills; commercial terms — contractor-led, scheme-specific and procurement-facing — were built out as a new territory with content written for engineers and commercial managers rather than homeowners.
Brand presentation was tightened throughout: technical imagery, restrained typography, and copy that assumes the reader understands structure. The practice needed to look like the kind of firm a main contractor would put on a framework.
Domestic-only presentation rebuilt into a dual-audience structure.
Contractor and developer routes with sector-specific capability content.
New commercial search territory built alongside protected domestic terms.
The practice now has a credible route to the work it actually wants. Domestic enquiries continue to fund the business while the commercial side is presented in a way contractors and developers take seriously — the difference between competing on a quote and being invited into a framework conversation.
Construction businesses need more than traffic. They need visibility, enquiries and commercial growth.
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