The leak
Two buyers who never search for the same thing.
Glass work is really several businesses under one roof, and each one is searched differently.
A homeowner in Birmingham pricing a frameless shower, a builder spec’ing railings for a deck in Rochester Hills and an office manager planning partitions in Troy are all looking for Adrian’s Glass without knowing it. None of them searches for “glass services.”
A single brochure page gives none of them a reason to call. The site had to answer each search in the buyer’s own words, down to the town they live in, and make the next step obvious from every page.
The work itself had to show, too. Glass sells on photos of finished installs, and on the details a buyer compares: glass thickness, hardware finishes, mounting. So the copy reads the way the estimator talks on a walkthrough, and the gallery is one click away from anywhere.