SER & BAT
Two clienteles, one site: a homeowner and a social landlord don't read the same page.
- Year
- 2026
- Design & build
- 3 weeks
- Stack
- Next.js · React · Tailwind · Vercel
- Design
- Development
- Local SEO
- B2B and B2C copywriting
- year founded
- 2008
- journeys, two lines of argument
- 2
- Lighthouse SEO
- 100/100
What needed solving.
The background
SER & BAT has been renovating interiors in Lyon since 2008: drylining, painting, bathrooms, kitchens. QUALIBAT-certified (the French building trades certification), the company also works for institutional social housing landlords — ICF Habitat, SACVL.
The constraint
The two customer bases have nothing in common. Homeowners want to see completed projects and a timescale. Landlords want a certification, institutional references and the capacity to deliver a contract. A site that speaks to only one loses the other.
The response
A home page that clearly steers visitors towards two journeys, with two distinct lines of argument. For homeowners, the gallery and the quote. For professionals, QUALIBAT certification, named references and delivery capacity. The proof is not the same.
The scores recorded at delivery.
Lighthouse scores for the live site. We publish them as they are: when one is low, its cause and the plan to fix it are set out below rather than glossed over.
Every design choice, and the reason for it.
Two journeys, clearly signposted
An explicit choice from the very first screen: homeowner or professional. Guessing the visitor's profile is a gamble; asking costs one click and avoids the wrong pitch.
Certification as a design element
QUALIBAT is not a logo relegated to the footer but a block explaining what the certification covers. A landlord knows how to read it; a homeowner learns how to.
Institutional references, named
ICF Habitat and SACVL are cited. In the B2B construction market, one named reference is worth ten generic arguments.
Project palette
Institutional blue
#1F4C73
Identity, professional journey
Terracotta
#B95F33
Action, homeowner journey
Light grey
#F3F5F7
Background
Ink
#1D2126
Text
Type system
Display
Outfit 700
Body text
Inter 400
Two accent colours distinguish the two journeys without changing the type system: visitors know where they are without thinking about it.
What's under the bonnet.
- Next.js
- React
- Tailwind
- Vercel
Two contact funnels
The homeowner form asks for a room and a surface area; the professional form asks for a type of contract and a volume. A single form would have been bad for both.
How the site makes itself findable.
Separate B2C and B2B searches
“Rénovation appartement Lyon” (flat renovation), “plaquiste Lyon 7” (drylining contractor) on the one hand; “entreprise rénovation bailleur social Lyon” (social housing renovation contractor), “QUALIBAT plâtrerie Rhône” on the other.
Track record on display
“Since 2008” appears in titles and markup. In a market where many companies are three years old, longevity is a sign of solidity that people explicitly look for.
What was delivered.
- Home — orientation
- Homeowners — projects and quotes
- Professionals — certification and references
- Services
- The company since 2008
- Contact
How the project unfolded.
Segmentation
Two customer bases, two sets of proof.
Design
Orientation on the first screen, journeys in distinct colours.
Development
Two tailored contact funnels.
SEO
B2C and B2B searches, track record and certification marked up.
What we are often asked.
More of our work
Construction & renovationNet Rénovation
A drylining contractor's site designed for the phone, because that is where his customers are.
GDPR compliance & SaaSKonsent by Kayzen
A banner vendor that audits banners is both judge and party: independence was the product.
Offensive cybersecurity & SaaSSentinel by Kayzen
Selling a security product to engineers: every claim had to be demonstrable.
The same high standards, for your website.
A free audit of your current site, a quote within 24 hours and written reasoning — like the case study you have just read. Pay in three interest-free instalments; local funding schemes checked before you sign.