Artevia Placing Services
Because of the success of the Lafarge.ca content strategy project, we also became the agency of choice for Lafarge’s smaller partner businesses, like Artevia Placing Services. These partners have their own web presences, rather than being part of the Lafarge Canada web ecosystem, as well as their own branding and voice.
The original Artevia site felt like a B2B site, speaking to the construction professionals who placed the concrete, rather than the homeowners who would hire the concrete placing service. This gave the mistaken impression that the Artevia product might be something homeowners could install themselves as a DIY project, which is definitely not the case.
We modified the site structure and copy to specifically speak to the homeowners who make up Artevia Placing Services’ client base. The Our Process and FAQs sections were extensively modified to reflect the questions homeowners, rather than contractors, were likely to ask. We also eliminated materials on the site specifically targeting professionals, leaving them on the Artevia page of the B2B-focused Lafarge Canada site.