The Stair Guys

The problem

Staircases are bought by two audiences with almost nothing in common. A joiner or architect wants layouts, materials, lead times and building regulation compliance. A self-builder wants reassurance that they will not order the wrong thing and lose a few thousand pounds.

Staircase buying is also genuinely intimidating. Online stair builders ask a homeowner to enter their own measurements, and if those measurements are wrong the mistake is theirs to pay for. That fear is the single biggest reason a sale stalls, and the business had already solved it commercially, they survey free and take responsibility for the measurements, but the site was not making that the centre of the argument.

There was also a discovery problem. Buyers search by staircase type, straight, quarter turn, half turn, T-shaped, single and double winder, not by supplier name.

In shortTwo audiences with nothing in common, and a buyer afraid of paying for their own measuring mistake.

What we did

We split the site by audience at the top level. Building professionals and DIY self-builders each get their own route, their own language and their own reassurances, from the same navigation.

Risk reversal became the spine of the argument rather than a footnote. The free site survey, the no obligation quote with a 3D image of the design, and the promise that the supplier carries responsibility if measurements are wrong are repeated at every decision point. The site explicitly contrasts this with using an online stair builder, because that is the alternative the buyer is weighing.

For discovery we built a page per staircase layout, straight, quarter turn, half turn, T-shaped, single winder and double winder, plus material and design pages for wooden, cut string, open riser, modern, glass balustrade and loft staircases. Each one is a genuine landing page for how people actually search, not a category stub.

A six-step process runs from first call through site visit, design, quote, manufacture and delivery, and a building regulations guide answers the compliance question a professional will ask anyway.

In shortSplit the site by audience, make free surveys and shared responsibility the spine of the argument, and build a page for every staircase layout people search.

The outcome

The site now answers the buyer's real fear first: you will not be responsible for getting the measurements wrong.

Both audiences reach relevant content in one click instead of reading past copy written for the other one. Layout and material pages give the business a page for each way a staircase is actually searched for, and the portfolio and testimonials carry the trade credibility that matters to builders.

The team adds projects and pages in house on WordPress.

In shortThe buyer's biggest fear is answered before the product is sold, and both audiences reach relevant content in one click.