About the project
ZED İzolasyon is an Istanbul-based insulation company. It works with solutions such as polyurea waterproofing, spray polyurethane waterproofing and concealed-gutter roof applications.
The hard part
Waterproofing searches are almost always urgent: the roof is leaking, the basement is taking on water. The visitor isn’t in research mode but in solution mode. Long corporate copy doesn’t work here; people want to see their own problem on the first screen and reach for the phone immediately.
Our approach
- We moved the problem into the headline. The narrative starts not with “who we are” but with the water problem the visitor is facing.
- We narrowed the field of expertise. Instead of a company that does everything, we chose a position specialized in waterproofing; a narrower message increases trust.
- We separated the application types. Polyurea, spray polyurethane and concealed-gutter roofs were handled under separate headings to meet different search intents.
- We put the field team forward. Highlighting the craftsmen who do the work rests on the fact that experience matters more than theory in this business.
The result
The result is a service site with a clear field of expertise that moves the urgent visitor to contact without delay.
