What began as a website question grew into a strategic process in which positioning, structure and online findability came together. HomeFlex serves several target groups, each with its own information needs and search intention. A single central website offered insufficient focus. The question was therefore broader than just design and technology. How do we ensure clear segmentation without fragmenting the brand? And at the same time, how do we build a foundation that offers maximum return on SEO and SEA?
Klantcase.
HomeFlex
Positioning, structure and online findability
De uitdaging
In the analysis phase, we looked not only at target groups and positioning, but also at search behavior.
For each target group, we examined:
- Which keywords and search combinations are relevant
- How competitors are positioning themselves online
- how the journeys run
- Where opportunities lie in organic findability
- And how best to set up paid campaigns
This showed that one domain structure with internal segmentation did not offer enough room to score optimally in search engines for each target group. The search intentions differed too much in terms of content. The conclusion was strategically clear: separate websites per target group, each with its own SEO structure and landing logic, but built from a single brand foundation.
- Which keywords and search combinations are relevant
- How competitors are positioning themselves online
- how the journeys run
- Where opportunities lie in organic findability
- And how best to set up paid campaigns
This showed that one domain structure with internal segmentation did not offer enough room to score optimally in search engines for each target group. The search intentions differed too much in terms of content. The conclusion was strategically clear: separate websites per target group, each with its own SEO structure and landing logic, but built from a single brand foundation.
De oplossing
1. Strategic brand foundation
We started by sharpening the brand positioning. Core values, promise and tone of voice form the connecting layer under all five websites.
2. SEO as a structural basis
Each website has its own purpose, including some for lead generation. In this, we started to focus on SEO as the foundation. That meant:
- a clear hierarchy of page structure
- optimized titles, meta-structures and content
- targeted landing pages per target audience
- technical optimization for speed and indexability
Segmentation allowed each site to delve deeper into specific topics in terms of content, increasing relevance and organic findability.
3. SEA preparation in architecture
The websites were built not only for organic traffic, but also as conversion-oriented landing environments for campaigns. Clear conversion routes have been set up for each target group so that Google Ads and other campaigns directly connect to the right proposition. This creates consistency between search ads, landing pages and follow-up.
4. Consistent branding
Despite the split into five platforms, the brand identity has been completely carried through. Visual style, tone of voice and interaction principles ensure recognition and trust no matter which site a visitor enters through.
The websites went live simultaneously. Not as separate projects, but as one coordinated launch.
The result:
- five target-specific websites
- one consistent brand identity
- strong SEO structure by segment
- campaign-ready landing environments for SEA
- a scalable digital foundation for growth
HomeFlex now has an online ecosystem in which positioning, findability and conversion reinforce each other. No fragmentation, but targeted focus per target group within one clear brand story.
Strategic communication
Positioning
Customer journey
SEO
SEA
Web development
UX Design
